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25 Cards in this Set
- Front
- Back
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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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Promotion
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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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Promotional Strategy
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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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Competitive Advantage
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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 Mix
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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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Advertising
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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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Public Relations
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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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Publicity
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Marketing activities- other than personal selling, advertising, and public relations- that stimulate consumer buying and dealer effectivenes
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Sales Promotion
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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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Personal Selling
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The process by which meanings are exchanged or shared through a common set of symbols
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Communication
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Direct, face to face communication between two or more people
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Interpersonal Communication
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The communication of a concept or message to large audiences
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Mass Communication
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The originator of the message in the communication process
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Sender
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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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Encoding
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A medium of communication- such as a boice, radio, or newspaper- for transmitting a message
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Channel
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Anything that interferes with, distorts, or slows down the transmission of information
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Noise
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The person who decodes a message
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Receiver
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Interpretation of the language and symbols sent by the source through a channel
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Decoding
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The receiver's response to a message
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Feedback
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Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees
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Corporate Blogs
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Independent blogs that are not associated with the marketing efforts of any particular company or brand
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Noncorporate blogs
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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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AIDA Concept
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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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Push Strategy
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A marketing strategy that stimulates consumer demand to obtain product distribution
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Pull Strategy
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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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Integrated Marketing Communications (IMC)
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