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 potential buyers of a product in order to influence an opinion or elicit a response
|
|
promotional strategy
|
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion
|
|
competitive advantage
|
one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors
|
|
promotional mix
|
the combination of promotional tools- including advertising, public relations, personal selling, and sales promotion- used to reach target market and fulfill the organizations overall goals
|
|
advertising
|
impersonal, one-way mass communication about a product or organization that is paid for buy 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 selling
|
a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other
|
|
communication
|
the process by which we exchange or share meanings through a common set of symbols
|
|
interpersonal communication
|
direct, face to face communication between two or more people
|
|
mass communication
|
the communication of a concept or message to large audiences
|
|
sender
|
the originator of the message in the communication process
|
|
encoding
|
the conversion of a sender's idea and thoughts into a message, usually in the forms of words or signs
|
|
channel
|
a medium of communication- such as a voice, radio, or newspaper- for transmitting a message
|
|
noise
|
anything that interfaces with, distorts, or slows down the transmission of information
|
|
receiver
|
the person who decodes a message
|
|
decoding
|
interpretation of the language and symbols sent by the source through a channel
|
|
feedback
|
the receivers response to a message
|
|
AIDA concept
|
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
|
|
push strategy
|
a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
|
|
pull strategy
|
a marketing strategy that stimulates consumer demand to obtain product distribution
|
|
integrated marketing communications
(IMC) |
the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every point where a company meets the consumer
|