Chapter 16 Flashcards
communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
promotion
a plan for the optimal use of the elements of promotion : advertising, public relations, personal selling, sales promotion, and social media
promotional strategy
one or more unique aspects of an organization that cause target customers to patronize that form rather than competitors
competitive advantage
process by which we exchange or share meaning through a common set of symbols
communication
direct, face to face
interpersonal communication
me)sage to large audiences (magazine0
mass communication
originator of the message
sender
conversion of senders thoughts and ideas into a message
encoding
a medium of communication, such as voice, radio, or newspaper-for transmitting message
channel
anything that interferes with, distorts or slows down the transmission of information
noise
person who decodes a message
receiver
interpretation of language sent through channel
decoding
receivers response to a message
feedback
combination of promotional tools used to reach target market and fulfill goals
promotional mix
impersonal one way mass communication about a product/organization paid for by marketer
advertising