Chapter 18 Flashcards
Promotional mix (combination of 1+ communicational tools used to…)
1.inform perspective buyer about the benefits of the product
2. persuade them to buy it
3. remind them later about the benefits of product
Public relations (PR)
form of communication management that seeks to influence the feelings of options and beliefs’ held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products/ services
push strategy
manufacturer aims premotions to channel member to get them to order and stock product
pull strategy
The manufacturer aims promotion to consumers to get them to ask for the product from the intermediary (3rd party: wholesaler, retailer, dealership)
channel of communication
the means (for example,
a salesperson, advertising media, or public relations tools)
of conveying a message to a receiver during the
communication process.
communication
(6 elements)
process of conveying a message to others that requires 6 elements: a source, a message, a channel of communication, a receiver, and the process of encoding and decoding
source
a company or person who has information to convey during the communication process
message
consist of the information sent by a source to a receiver during the communication process
receivers
consist of consumers who read, hear, or see the
message sent by a source during the communication
process.
encoding
process of having the sender transform an
idea into a set of symbols during the communication
process.
decoding
process of having the receiver take a set of
symbols, the message, and transform them back to an idea
during the communication process.
response
in the feedback loop, is the impact the
message had on the receiver’s knowledge, attitudes, or
behaviors during the communication process.
advertising
any paid form of nonpersonal
communication about an organization, product, service, or
idea by an identified sponsor.
personal selling
consists of the two-way flow of
communication between a buyer and seller, often in a face-
to-face encounter, designed to influence a person’s, or
group’s purchase decision.
sales promotion
a short-term inducement of value
offered to arouse interest in buying a product or service.