Marketing Ch.17 Flashcards
Communication
process of conveying a message to others
Six elements of communication
source,message, channel of comm., reciever, endcoding/decoding
Field of expereince
a similar understanding and knowledge they apply to a message
response
the impact the message had
feedback
the senders interpretation of the response and indicates whether the message was decoded as intended
Noise
extraneous factors that work against effective communications by distorting a message or the feedback . Ex. Printing mistake, misunderstanding of language
Advertising
any paid form of nonpersonal communication about an organization, product, service or idea by an identified sponsor
personal selling
the two way flow of communications between a buyer and seller designed to influence a person’s or group’s purchase decision. Usually face to face. No wasted coverage. Less consistent
PR
the form of communication management that seeks to influence the feelings/opinions held by customers, prospective customers, suppliers, stock holders, the general public
Publicity
nonpersonal, indirectly paid presentation of an organization, product, or service ex. New story, editorial, product announcment
Adv- credibilit
disadv- lack of control
sales promotion
short term inducement of value offered to arouse interest in buing a product or service…Coupons, rebates, samples, contests, sweepstakes.
direct marketing
uses direct communication with consumers to generate a response in the form of an order, a request for further info or a visit to a retail outlet. Forms: catalogs, direct mail, telephone.
introduct stage
primary objective: to inform consumers in a n effort to increase their level of awareness. all promotional mix used
Growth stage
persuade consumers to but theproduct rather than the substitutes. Sales promotion= less important. Advertising is ++ important
Maturity stage
need to maintain existing buyers and advertising role is to remind buyers of the products existances. Sales promotions: coupons. Direct Marketing