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
|
promotion
|
communication by marketers that informs, persuades, and reminds buyers of a product to get response or influence opinions
|
|
|
promotional strategy
|
plan for the optimal promotion: advertising, public relations, personal selling, sales promotion, and social media
|
|
|
competitive advantage
|
one or more unique aspects of an organization that cause target consumers to like that firm rather than others
|
|
|
communication
|
process by which we exchange or share meaning through a common set of symbols
|
|
|
interpersonal communication
|
direct, face-to-face communication between 2 or more people
|
|
|
mass communication
|
the communication of a concept or message to large audiences
|
|
|
sender
|
originator or the message in the communication process
|
|
|
encoding
|
conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs
|
|
|
channel
|
medium of communication- such as voice, radio, television, etc.-for transmitting a message
|
|
|
noise
|
anything that interferes with, distorts, or slows down the transmission of information
|
|
|
reciever
|
person who decodes a message
|
|
|
decoding
|
interpretation of the language and symbols sent by the source through a channel
|
|
|
feedback
|
receiver's response to message
|
|
|
promotional mix
|
the combination of promotional tools to reach the target market and fulfill the organization's overall goals
|
|
|
advertising
|
impersonal, one-way mass communication about a product or organization that is paid for by a marketer
|
|
|
public relations
|
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
|
|
|
publicity
|
public information about a company, product, service, or issue appearing in the mass media as a news item
|
|
|
sales promotion
|
marketing activities- other than personal selling, advertising, and public relations- that stimulate consumer buying and dealer effectiveness
|
|
|
personal seling
|
a purchase situation involving a personal, paid-for communication between 2 people in an attempt to influence each other
|
|
|
AIDA concept
|
model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; stands for attention, interest, desire, and action
|
|
|
integrated marketing communications (IMC)
|
careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer
|
|
|
push strategy
|
marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or retailer to carry and sell particular merchandise
|
|
|
pull strategy
|
a marketing strategy that stimulates consumer demand to obtain product distribution
|
