Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
23 Cards in this Set
- Front
- Back
|
promotional element
|
communication tools, including advertising, personal selling, sales promotions, public relations, and direct marketing
|
|
|
promotional mix
|
combo of one or mor of the promotional element items
|
|
|
promotional elements do what -3
|
1.inform prospective buyers about benefits of the product
2.persuade them to try it 3.remind them later about benefits they enjoyed |
|
|
integrated marketing communications IMC
|
marketing programs that coordinate all promotional activities
|
|
|
commuication requirements -6
|
1.source
2.message 3.channel of communication 4.reciever 5.encoding 6.decoding |
|
|
source
|
company or person who has info. to convey
|
|
|
channel communication
|
message conveyed through salesperson, advertising media
|
|
|
recievers
|
consumers who hear or see the message
|
|
|
encoding
|
process of having the sender transform and idea into a set of symobs
|
|
|
decoding
|
the process of haviing the reciever take a set of symbols and transform back to an idea
|
|
|
field of experiendce
|
both reciever and sender must have similar understanding and knowledge they apply to the message
|
|
|
feedback loop
|
respsonse and feedback
|
|
|
response
|
impact the message had on the recievers knowledge, attitudes, behaviors
|
|
|
feeback
|
senders interpretation of the response and shows wheter it was decoded correctly
|
|
|
noise
|
extraneous factors that can work against effective communication by distorting a message or the feedback recieved
|
|
|
advertising
|
paid, nonpersonal type of communication
|
|
|
personal selling
|
personal commnication b/t a buyer and seller
|
|
|
public relations
|
variety of commuications used to influence customers and vareity of stockholders, employees
|
|
|
sales promotions
|
short term inducements used to motivate product purchases
|
|
|
direct marketing
|
some type of direct communication to generate an order request for info. or visit to a retailer
|
|
|
integrated marketing communications
|
treating all 5 promotional elements and know that they work together and are the same
|
|
|
push strategy
|
directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product
-manufac> wholesaler> retailer> consumer |
|
|
pull strategy
|
directing its promotional mix at ultimate consumers to encourage them to ask the retailer for a product
-consumer>retailer>wholesaler>mmanufac |
