Chapter 15 Marketing Communication Flashcards
promotion
communication by marketers that informs, persuades, reminds, and connects potential buyers to a product for the purpose of influencing an opinion or eliciting a response
communication by marketers that informs, persuades, reminds and connects potential buyers to a product
or
communication by marketers that persuades and connects potential buyers to a product
promotional strategy
a plan for the use of the elements of promotion: advertising, public relations, personal selling, sales promotion, direct-response communication, and social media
a plan for the use of the elements of promotion
or
a plan to utilize the elements of promotion
integrated marketing communication
the strategic integration of all promotional mix tactics resulting in
a thematically consistent and uniform look and feel regardless
of platforms or mediums used.
the strategic implementation of all promotional mix tactics
communication
the process by which we exchange or share meanings through a common set of symbols
interpersonal communication
direct face-to-face interaction between two or more people
mass communication
the communication of a concept or message to large audiences
communicating a message to a large audience
sender
the originator of the message in the communication process
encoding
the conversion of the sender’s ideas and thoughts into a message, usually in some combination of words, images, and sound
the conversion of the sender’s ideas and thoughts into a message
channel
a medium of communication- such as a voice, radio, newspaper, or social media-used for transmitting a message
noise
anything that interferes with, distorts, or slows down the transmission of information
receivers
the people who decode a message
decoding
interpretation of the language and symbols sent by the source through a channel
feedback
the receiver’s response to a message
promotional mix
the combination of promotional tools- including advertising, publicity, sales promotion, personal selling, direct-response communication, and social media- used to reach the target market and fufill the organization’s overall goals
advertising
any form of impersonal, one-way mass communication, using time or space owned by an advertising medium company that is paid for by an organization
public relation
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance
publicity
a public relations tactic that, when used proactively, is intended to generate media coverage (earned media) about an organization or person
sales promotion
all marketing activities that stimulate consumer purchases in the near term
personal selling
a purchase situation involving a person, paid-for communication between two people in attempt to influence each other
direct-response communication
communication of a message directly from a market company and directly to an intended individual targeting audience
online marketing
two-way communication of a message delievered through the internet to the consumer
influencer marketing
leveraging the influential power of individuals, as thoughts leaders, to gain trust of a target market
social media
collection of online communication
tools that facilitate conversations online; when used by marketers, social media tools encourage consumer
empowerment
consumer-generated content
any form of publicity avaliable online content created by consumers; also reffered to as a user-generated content
