communication error Flashcards
Communication Process
Sender–>Encoding–>(Noise)–>Decoding–>Receiver
Promotion Process
Target Market
Determine Objectives
Design Message
Choose Medium
Execute
Collect Feedback and Make Adjustments
Promotional or Marketing Communications Mix
mix of advertising sales promotion, personal selling, direct-marketing techniques, and public relations used by a business to communicate a marketing message
AIDA Model
Attention
Interest
Desire
Act
Advertising
any non-personal presentation of ideas about a product or product line
Sales promotions
techniques used to encourage the customer to buy the product in the short-term
Personal Selling
the personal interaction, intended to create a sale, between a business’s sales force and potential customers (real estate agent)
Direct Marketing
techniques used to get customers to purchase products from their home, office, or other non-retail settings (examples include direct mail, telemarketing, online promotions through the Internet)
Public Relations
process of communicating to the public that the business creates value for the public as a whole
Publicity
information that creates an image of a business and its products (newspaper publishes an article about a business contributing money to a charity)
Promotional Pull Strategy
product producer uses a lot of advertising focused on the ultimate consumer (creates demand in the consumer that pulls retailers and other marketing channel members into offering the product) –coke advertises its product, convincing the customer to go to a retailer and purchase the soda
Promotional Push Strategy
producer’s promotional efforts are focused on retailers and other channel members. These marketing channel members then promote the product to the ultimate consumer. The promotional efforts push the product from the producer, through the retailer, to the ultimate consumer
