Chapter 15 Flashcards
promotion
communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
promotional strategy
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media
competitive advantage
one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors
communication
the process by which we exchange or share meaning through a common set of symbols
interpersonal communication
direct, face to face communication between two or more people
mass communication
the communication of a concept or message to large audiences
sender
the originator of the message in the communication process
encoding
the conversion of a senders ideas thoughts into a message, usually in the form of words or signs
channel
a medium of communication-such as voice, radio, or newspaper-for transmitting a message
noise
anything that interferes with, distorts, or slows down the transmission of information
receiver
the person who decodes a message
decoding
interpretation of the language and symbols sent by the source through a channel
feedback
the receivers response to a message
promotional mix
combination of promotional tools, including advertising, public relations, personal selling, sales promotion, and social media. used to reach the target market and fulfill the organizations overall goals
advertising
impersonal, one way mass communication about a product or organization that is paid for by a marketer