| Partnership
marketing - Aligning one’s business with other organizations
and businesses to equally expose partner brands to one another’s
customers. Typically, partnerships are formed when two or more companies
find value for their customers in each others products and/or services.
Pass-along rate - The number of times
a received document (article, newsletter, brochure, report, etc.)
is shared with other individuals. This number is higher than the
circulation numbers because it is an estimate of how many readers
view the same copy rather than how many copies are distributed.
Pitch – A concise verbal (and
sometimes visual) presentation of an idea for a story, generally
made to a media outlet in the hope of attracting positive coverage
for a client.
Podcasting – The method of distributing
multimedia files, such as audio programs or music videos, over the
Internet using a syndication format and for playback on mobile devices
and personal computers. The term podcast, like 'radio', can mean
both the content and the method of delivery.
Point-of-Purchase (POP) displays –
Promotional piece typically placed in an area of a retail store
where payment is made.
Press release – A press release
or news release is a concise written statement distributed to targeted
publications for the purpose of announcing something of news value.
Typically, it is mailed, faxed, or e-mailed to assignment editors
at newspapers, magazines, radio stations, television stations, and/or
television networks. Commercial newswire services can be hired to
distribute news releases.
Print media – A medium consisting
of paper and ink, including newspapers, magazines, classifieds,
circulars, journals, yellow pages, billboards, posters, brochures,
and catalogs.
Product differentiation – Establishing
clear distinction between products serving the same market segment.
This is typically accomplished through effective positioning, packaging,
and pricing strategies.
Promotional mix – Advertising,
publicity, public relations, personal selling, and sales promotion
used to promote a specific product or service.
Promotions – Communications activities,
excluding advertising, that call attention to a product or service
by creating incentives. Contests, frequent buyer programs, unique
packaging, and coupons are all examples of tools commonly used in
promotions.
Proof – A paper rendering for
the purpose of checking the quality and accuracy of the material
to be printed.
Public relations – Considered
both an art and a science, public relations is the management of
communications between an organization and its key public to build,
manage, and sustain its positive image. It is any activity used
to influence media outlets to print stories that promote a favorable
image of a company and its products or services.
Public relations plan - a document that
details precise actions to achieve a public relations result. It
can consist of target publications and media lists, planned events,
community outreach, etc.
Publicity - A component of the promotional
mix, the deliberate attempt to manage the public's perception of
a subject; Whereas public relations is the management of all communication
between the client and selected target audiences, publicity is the
management of product- or brand-related communications between the
firm and the general public.
Qualitative research – Research
that is conducted to determine subjective information about a company,
product or an ad campaign. Two methods of securing information include
focus groups and in-depth interviews.
Quantitative research – This method
of market research utilizes sampling techniques (opinion polls,
customer satisfaction surveys) to collect objective date. Numeric
relevance of various kinds of consumer behavior, attitudes, or performance
is tabulated and statistically analyzed. |
