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
A set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.
Competitive Advantage
The process by which we exchange or share meanings through a common set of symbols.
Communication
Direct, face to face communication between two or more people
Interpersonal Communication
The communication of a concept or message to large audiences.
Mass Communication
The originator of a message in the communication process.
Sender
The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.
Encoding
A medium of communication - such as a voice, radio, or newspaper - for transmitting a message
Channel
Anything that interferes with, distorts, or slows down the transmission of information
Noise
The person who decodes a message
Receiver
Interpretation of the language and symbols sent by the source through a channel.
Decoding
The receiver’s response to a message.
Feedback
The combination of promotional tools - including advertising, public relations, personal selling, and sales promotion - used to reach the target market and fulfill the organization’s overall goals.
Promotional Mix
A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message: ATTENTION, INTEREST, DESIRE, ACTION.
AIDA Concept
