PROMOTION

Advertising is structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services) and ideas by identified sponsors through various media. (Contemporary Advertising, 13the, Arens, Weingold, Arens, 2011)

Advertising consists of paid notices from identified sponsors normally delivered through communication media. (Kleppner’s Advertising Procedure, Lane, King, Reichert, 18th Edition, 2011)

Advertising is a paid-mass-mediated attempt to persuade. (O’Guinn, Allen, Semenik)

Brand is a name, term, sign, symbol, design, or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors. (Principles of Marketing, 14e, Kotler and Armstrong, 2012)

Branding is a marketing function that identifies products (goods and services) and their source, and differentiates them from all other products. (Contemporary Advertising, 13the, Arens, Weingold, Arens, 2011)

Media Planning is the series of decisions involved in the delivery of an advertising message to

prospective purchasers and/or users of a product or service. (Belch and Belch)

Promotion is the coordination of all seller-initiated efforts to set-up channels of information and

persuasion to sell goods and services or to promote an idea. (Belch and Belch)

Promotional Mix includes advertising, sales promotion, public relations/publicity, personal selling, plus direct marketing and Internet/interactive media. Direct marketing is direct mail, mail order catalogs, database marketing, direct selling, telemarketing, and direct response ads through direct mail, the Internet, and various media. (Belch and Belch)

Product Placement advertisements are promotional ads placed by marketers or their agencies using real commercial products and services in media, where the presence of a particular brand is the result of an economic exchange. When featuring a product is not part of an economic exchange, it is called a product plug. Product Placement appears in plays, film, television shows and series, music videos, video games and books. Product placement occurs with the inclusion of a brand's logo in the show or shot, or a favorable mention or appearance of a product. This is done without disclosure, and under the premise that it is a natural part of the work. Most major movie releases today contain product placements. The most common form is in movie and television placements and more recently computer and video games.

Push Strategy involves the manufacturer using the sales force and trade promotional tools and money to induce intermediaries to carry, promote and sell the product to end users.

Pull Strategy involves the manufacturer using advertising and sales promotion tools to persuade consumers to ask intermediaries for the product, thus inducing the intermediaries to order and stock the product or products.

U.S.P. (Unique Selling Proposition): Many marketers feel that companies should aggressively promote specific product or service benefits, and, in the use and strategy of U.S.P. one benefit which is a strong, competitive advantage. Using that benefit or benefits to build their positioning strategy. The company decides how many differences or differentials to promote and to whom. The Unique Selling Proposition (also Unique Selling Point) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It stated that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects. Businesses and corporations use USPs as a basis for their marketing and advertising campaigns.