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Promotional Mix
the combination of one or more of the following communication tools: advertising, personal selling, sales promotion, public relations, direct marketing
Promotional Mix purposes (3)
1. inform prospective buyers about the benefits of the product
2. persuade them to use it
3. remind them later about the benefits they enjoyed by using the product
In the past, different branches were in change of different elements. today they coordinate all promotional messages in order to send a consistent message across to all audiences. their system is referred to as "integrated marketing communications (IMC)"
Communication (6)
The process of conveying a message to others. Requires six elements
1. Source: the company or person who has info to convey
2. Message: the info sent by the source
3. Channel of communication: the way the message is conveys like salesperson, advertising media, PR tools
4. Receivers: the those who hear, read or see the message
5. Encoding: the process of having the sender trandorm an idea into a set of symbols
6. Decoding: the reverse: or the process of having the receiver take the set of symbols, the message, and transform the symbols in to an idea
Errors in Communication
can happen in several ways. source may not adequately transform the abstract idea into an effective set of symbols, a properly encoded message may be sent through the wrong channel and never reach the intended recipients. the reveicer may not properly decode the set of symbols into the correct idea. or feedback may be so delayed or distorted that it is of no use to the sender
Field of experience
in order for messages to be communicated effectively, the sender and receiver must have a shared FIELD OF EXPERIENCE: a similar understanding and knowledge they apply to the message. some message problems occur when US companies take messages to another countries.
Feedback
Feedback: the sender's interpretations of the response (response: the impact the message had on the receivers knowledge, attitudes or behaviors). Feedback indicates whether the message was decoded and understood as intended. Chap. 18 rviews approaches called pretesting which ensures that messages were properly decoded
Noise
includes extraneous factors that can work against effective communication by distorting a message or the feedback received. Noise can be a printing mistake or the use of pictures that fails to communicate message clearly. Nose can occur because of a salesperson's accent, slang, communication style, etc.
Promotional Elements: Advertising
paid form of non personal communication about an organization, product, service, or idea by an identified sponsor. PAID aspect is important. NONPERSONAL= no immediate feedback loop. Advertising allows company to control what is said, to some extent, who it is sent to, when and how often it is sent.nonpersonal: once message is created, same message to all receivers. if properly tested can be a good thing.
disadvantages: expensive and lack of direct feedback
Personal selling
the two way flow of communication between a buyer and seller designed to influence a person's or group's purchase decision. Usually face to face
advantages: salesperson can control who the presentation is made to, reducing the amount of wasted coverage (wasted coverage: communication with consumers who are not the target audience), It is personal so they can hear and see reaction, modify message
Disadvantages: different salespeople might change the message, harder to get consistency. high cost of personal selling
Public Relations
a form of communication that seeks to influence the feelings, opinions, or belief held by customers, stockholders, suppliers, employers, etc. many tools like events, lobbying efforts, annual reports, social media, image management may be used by a PR department. However, publicity often plays an important role
Publicity: nonpersonal, indirectly paid presentation of an organization, product or service. can be a news story, editorial or product accouncement.
with publicity, a company fdoes not pay for space but attempts to get the medium to run a favorable story on the company
Advantage: credibility. when you read a favorable review there is a tendency to believe it because these businesses cannot pay for favorable reviews
disadvantage: lack of user[s control. a company can invite the media to cover it but there is no guarantee of a story, that it will be positive, that it will be read by the target market
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