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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
2.message of communication
company or person who has info. to convey
channel communication
message conveyed through salesperson, advertising media
consumers who hear or see the message
process of having the sender transform and idea into a set of symobs
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
impact the message had on the recievers knowledge, attitudes, behaviors
senders interpretation of the response and shows wheter it was decoded correctly
extraneous factors that can work against effective communication by distorting a message or the feedback recieved
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