Promotion Strategy

Glossary

advertising

Any paid form of nonpersonal presentation by an identified sponsor.

integrated marketing communications (IMC)

The careful coordination of all promotional activities - media advertising, sales promotion, personal selling, and public relations, as well as direct marketing, packaging, and other forms of promotion - to produce a consistent, unified message that is customer focused.

promotion

The attempt by marketers to inform, persuade, or remind consumers and industrial users to engage in the exchange process.

promotional mix

The combination of advertising, personal selling, sales promotion, and public relations used to promote a product.