Chapter 16 Flashcards

1
Q

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response

A

promotion

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2
Q

a plan for the optimal use of the elements of promotion : advertising, public relations, personal selling, sales promotion, and social media

A

promotional strategy

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3
Q

one or more unique aspects of an organization that cause target customers to patronize that form rather than competitors

A

competitive advantage

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4
Q

process by which we exchange or share meaning through a common set of symbols

A

communication

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5
Q

direct, face to face

A

interpersonal communication

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6
Q

me)sage to large audiences (magazine0

A

mass communication

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7
Q

originator of the message

A

sender

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8
Q

conversion of senders thoughts and ideas into a message

A

encoding

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9
Q

a medium of communication, such as voice, radio, or newspaper-for transmitting message

A

channel

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10
Q

anything that interferes with, distorts or slows down the transmission of information

A

noise

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11
Q

person who decodes a message

A

receiver

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12
Q

interpretation of language sent through channel

A

decoding

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13
Q

receivers response to a message

A

feedback

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14
Q

combination of promotional tools used to reach target market and fulfill goals

A

promotional mix

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15
Q

impersonal one way mass communication about a product/organization paid for by marketer

A

advertising

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16
Q

evaluates public attitudes, finds areas of organization public may be interested in, executes program of action to earn public understanding and acceptance

A

public relations

17
Q

public info about a company, product, service, or issue appearing in the mass media as a news item

A

publicity

18
Q

consists of all marketing activities other than personal selling, advertising, and public relations that stimulate consumer buying and dealer effectiveness

A

sales promotion

19
Q

a purchase situation involving a personal; paid for communication between to people to influence each other

A

personal selling

20
Q

category of promotional tactic based on the traditional advertising model, where by a brand pays for media space

A

paid media

21
Q

category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services

A

earned media

22
Q

a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands’ value to customers

A

owned media

23
Q

a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire and action

A

AIDA concept

24
Q

the careful coordination of all promotional messages for a product or service to ensure the consistency of messages at every contact point at which a company meets the consumer

A

integrated marketing communications (IMC)

25
Q

marketing strategy that uses aggressive persona; selling and trade advertising to convince a wholesaler or retailer to carry and sell particular merchandise

A

push strategy

26
Q

marketing strategy that stimulates consumer demand to obtain product distribution

A

pull strategy