Consumer Promotions Overview

Advertising methods that can be measured and tracked, like TV commercials or magazine ads. "Above-the-line" is often used to describe these types of media.

Advertising methods that are harder to quantify or track, such as in-store displays or events. "Below-the-line" is often used to describe these types of media.

A detailed plan that outlines how advertising will be used to reach the target audience. This involves choosing the right media channels, scheduling ad placements, and setting budgets.

The percentage of the target audience reached by a particular advertisement. In simpler terms, it's the percentage of people who see your ad at least once

The average number of times an individual is exposed to an advertisement. This helps estimate the impact of the advertising campaign.

The percentage of your audience that's exposed to your ads enough times for it to make an impact. It considers how many exposures are ideal to affect purchasing decisions.

The number of times someone needs to see your ad before it has a positive effect. It's about how many exposures are necessary for the message to stick.

A measure of how much an advertiser spends in advertising compared to their competitors in the same market. It helps determine the brand's presence and competitive leverage.

A measure of how effectively a media channel reaches the target audience. It's calculated by dividing the cost of the media buy by the total audience size and multiplying by 1000.

A type of media where the consumer actively seeks out the content, like watching a YouTube video.

A type of media where content is pushed to the consumer, like a TV commercial.

The process of reserving ad space in different media channels according to a schedule.

A system that automatically purchases ad space based on data about consumer behavior.

The main advertising agency responsible for handling all media buying for a company.

Television broadcasts that are transmitted over airwaves to affiliated stations across the US.

Television channels delivered to subscribers via cable wires.

Advertising strategies that aim to boost sales quickly by offering incentives like discounts, free gifts, or contests.

Incentives used to encourage customers to buy a product or service immediately, often with a limited time span.

Incentives offered to retailers or wholesalers to promote a product or service.

Promotional strategies specifically targeted at businesses, including trade shows, incentives, or loyalty programs.

A marketing strategy where companies use online platforms to promote and sell products directly to consumers.

A form of direct marketing that uses mobile devices to reach consumers, often through text messages, apps, or location-based ads.

A type of promotion where brands integrate their products or messages into video games.

Promotions that involve customers entering contests or sweepstakes, typically with a chance to win prizes.

Payments made to stores to secure shelf space for a product.

Financial incentives provided to retailers for featuring a brand in their advertisements or displays.

Discounts offered to retailers on purchased merchandise.

Marketing materials displayed in retail settings to capture shoppers' attention.

The practice of managing a company's public image and building relationships with stakeholders.

Sharing news and information with internal stakeholders, like employees, to improve communication and transparency.

Press releases, interviews, and sponsored events are some of the tools used in public relations.

A strategic approach to PR that involves proactively managing a company's public image and anticipating potential issues.

Using individuals with a strong online presence to promote a brand. These influencers can be experts, celebrities, or everyday people.

A type of influencer marketing where brands pay for endorsements from a variety of individuals, often with a focus on reaching specific target audiences.

Influencers that are everyday people with a smaller following but higher credibility due to their perceived authenticity and expertise.

Maintaining long-term relationships with influential figures to build trust, promote a brand, and generate authentic endorsements.

These promotions aim to entice customers to try a new product or service for the first time. They typically involve discounts or rebates to reduce the risk of trying something unfamiliar.

These promotions encourage customers to buy a product or service repeatedly. They often involve loyalty programs or rewards for frequent purchases.

These promotions aim to increase the quantity of goods purchased by a customer. The goal is to sell more products faster!

These promotions focus on gaining attention and visibility for a new brand, product, or service launch. They might involve events, advertising, or special offers.

These promotions aim to disrupt a competitor's strategy, often by offering deep discounts or larger quantities to undercut their offerings.

These promotions leverage various marketing activities to create a consistent brand message, such as advertising, public relations, and sales promotions.

These promotions involve temporary price reductions on specific items, offering a direct discount to customers.

These promotions reward consumers for frequent purchases or loyalty. They can be customized to different consumer groups and are popular in various industries.