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
evaluates public attitudes, finds areas of organization public may be interested in, executes program of action to earn public understanding and acceptance
public relations
public info about a company, product, service, or issue appearing in the mass media as a news item
publicity
consists of all marketing activities other than personal selling, advertising, and public relations that stimulate consumer buying and dealer effectiveness
sales promotion
a purchase situation involving a personal; paid for communication between to people to influence each other
personal selling
category of promotional tactic based on the traditional advertising model, where by a brand pays for media space
paid media
category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services
earned media
a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands’ value to customers
owned media
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
AIDA concept
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
integrated marketing communications (IMC)
marketing strategy that uses aggressive persona; selling and trade advertising to convince a wholesaler or retailer to carry and sell particular merchandise
push strategy
marketing strategy that stimulates consumer demand to obtain product distribution
pull strategy
