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23 Cards in this Set
- Front
- Back
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advertising
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impersonal, one-way mass communication about a product or organization that is paid for by a marketer
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AIDA concept
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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
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channel
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a medium of communication-such as a voice, radio, or newspaper-for transmitting a message
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communication
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the process by which meanings are exchanged or shared through a common set of symbols
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competitive advantage
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the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition
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decoding
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interpretation of the language and symbols sent by the source through a channel
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encoding
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the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs
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feedback
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the receiver's response to a message
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integrated marketing communications (IMC)
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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
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interpersonal communication
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direct, face-to-face communication between two or more people
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mass communication
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the communication of a concept or message to large audiences
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noise
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anything that interferes with, distorts, or slows down the transmission of information
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personal selling
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a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other
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promotion
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communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
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promotional mix
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the combination of promotional tools-including advertising, public relations, personal selling, and sales promotion-used to reach the target market and fulfill the organization's overall goals
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promotional strategy
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a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion
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public relations
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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
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publicity
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public information about a company, product, service, or issue appearing in the mass media as a news item
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pull strategy
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a marketing strategy that stimulates consumer demand to obtain product distribution
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push strategy
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a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
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receiver
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the person who decodes a message
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sales promotion
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marketing activities-other than personal selling, advertising, and public relations-that stimulate consumer buying and dealer effectiveness
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sender
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the originator of the message in the communication process
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