Marketing Chapter 16

Front 1

Promotion

Back 1

Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response

Front 2

Promotional strategy

Back 2

A plan for the optional use of the elements of promotion: advertising, public relations, personal selling, and sales promotions

Front 3

Competitive advantage

Back 3

The unique set of features of a company and its products that are perceived by the target market in significant and superior to the competition

Front 4

Promotional mix

Back 4

The combination of promotional tools--including advertising, public relations, personal selling and sales promotions--used to reach the target market and fulfill the organization's overall goals

Front 5

Advertising

Back 5

Impersonal, one-way mass communication about a product or organization that is paid for by a marketer

Front 6

Public relations

Back 6

The marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance

Front 7

Publicity

Back 7

Public information about a company, product, service, or issue appearing in the mass media as a news item

Front 8

Sales promotion

Back 8

Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness

Front 9

Personal selling

Back 9

A purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other

Front 10

Communication

Back 10

The process by which meanings are exchanged or shared through a common set of symbols

Front 11

Interpersonal communication

Back 11

Direct, face-to-face communication between two or more people

Front 12

Mass communication

Back 12

The communication of a concept or message to large audiences

Front 13

Sender

Back 13

The originator of the message in the communication process

Front 14

Encoding

Back 14

The conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs

Front 15

Channel

Back 15

A medium of communication--such as a voice, radio, or newspaper--for transmitting a message

Front 16

Noise

Back 16

Anything that interferes with, distorts, or slows down the transmission of information

Front 17

Receiver

Back 17

The person who decodes a message

Front 18

Decoding

Back 18

Interpretation of the language and symbols sent by the source through a channel

Front 19

Feedback

Back 19

The receiver's response to a message

Front 20

Corporate blogs

Back 20

Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees

Front 21

Noncorporate blogs

Back 21

Independent blogs that are not associated with the marketing efforts of any particular company or brand

Front 22

AIDA concept

Back 22

A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action

Front 23

Push strategy

Back 23

A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

Front 24

Pull strategy

Back 24

A marketing strategy that stimulates consumer demand to obtain product distribution

Front 25

Integrated marketing communications (IMC)

Back 25

The careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer