| Promotion | The element in an organization's marketing mix that serves to inform, persuade, and remind the market of a product and/or the organization selling it in the hope of influencing the recipients' feelings, beliefs, or behavior.
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| Personal selling | The personal communication of information to persuade somebody to buy something. Alternatively, the direct (face-to-face or over-the-phone) presentation of a product to a prospective customer by a representative of the organization selling it.
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| Advertising | All activities involved in presenting to an audience a nonpersonal, sponsor-identified, paidfor message about a product or an organization.
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| Sales promotion | Demand-stimulating devices designed to supplement advertising and facilitate personal selling.
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| Public relations | Communications efforts that are designed to favorably influence attitudes toward an organization, its products, and its policies.
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| integrated marketing communications (IMC) | A strategy in which each of the promotion-mix components is carefully coordinated.
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| Communication | The verbal or nonverbal transmission of information between someone wanting to express an idea and someone else expected or expecting to get that idea. The four elements are a message, a source of the message, a communication channel, and a receiver.
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| Promotion mix | The combination of personal selling, advertising, sales promotion, and public relations that is intended to help an organization achieve its marketing objectives.
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| Push strategy | Promotional efforts directed primarily at middlemen that are the next link forward in the distribution channel for a product.
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| Pull strategy | Promotional effort directed primarily at end users so they will ask middlemen for the product.
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| Hierarchy of effects | The stages a buyer goes through in moving toward a purchase, specifically awareness, knowledge, liking, preference, conviction, and purchase.
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| Viral marketing | Strategy of spreading positive information about a company from one person to another, often utilized by smaller firms.
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| blogs | Personalized websites that are frequently updated and linked to other sites.
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| Promotional budgeting method | The means used to determine the amount of dollars allocated to promotion in general and/or to specific forms of promotion.
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| Federal Trade Commission Act | A federal law, passed in 1914, prohibiting unfair competition and establishing the Federal Trade Commission.
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| Wheeler-Lea Amendment | A federal law, passed in 1938, that amended the Federal Trade Commission Act by strengthening the prohibition against unfair competition, especially false or misleading advertising.
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| Robinson-Patman Act | A federal law passed in 1936 that was intended to curb price discrimination by large retailers and the granting by manufacturers of proportionally unequal promotional allowances to large retailers or wholesalers.
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| Lanham Trademark Act | A federal law passed in 1946 that made it illegal for organizations to make false claims about their own products.
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| Trademark Law Revision Act | A federal law, passed in 1988, that broadened the Landham Trademark Act to encompass comparisons made in promotional activity.
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| Telephone Consumer Protection Act | Federal law that requires telemarketers to keep a "do-not-call" list of consumers who request that they not receive telephone solicitations, it restricts the indiscriminant use of automatic telephone dialing systems, and it prohibits marketers from sending advertising to a facsimile machine without first obtaining the recipient's permission.
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| Printers' Ink statutes | State legislation intended to punish "untrue, deceptive, or misleading" advertising.
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| Green River ordinance | Law that restricts door-to-door salespeople by requiring them to register and purchase a license.
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