Advocacy Advertising: Advertising that is specifically designed to induce, discourage or advocate some specific kind of action on the part of a corporate, social or government entity.

Bounce Back: An advertisement sent along with an already ordered self-liquidating premium to sell other premiums on a self-liquidating basis.

Combination Sale: A tie-in of a premium with a purchase at combination prices; sometimes self-liquidating; often an on-pack.

Contest: A competition based on skill, in which prizes are offered.

Continuity Program: An offer of products over time.

Direct Mail: A mailing of a package, other print collateral or materials that are targeted directly to a predefined list of customers.

Marketing Mix: Combining marketing elements, including advertising, promotional products, direct mail and public relations, into one cohesive mar­keting program.

Perceived Value: What someone believes merchandise to be worth. To successfully sell premiums, the consumer must be convinced the proposed premium is worth putting forth the extra effort required to earn the item.

Traffic Builder: A promotional product or pre­mium designed to get consumers to come to a store or a tradeshow.