Flashcards in Chapter 16 Deck (18):
Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
A plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media.
A set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.
The process by which we exchange or share meanings through a common set of symbols.
Direct, face to face communication between two or more people
The communication of a concept or message to large audiences.
The originator of a message in the communication process.
The conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs.
A medium of communication - such as a voice, radio, or newspaper - for transmitting a message
Anything that interferes with, distorts, or slows down the transmission of information
The person who decodes a message
Interpretation of the language and symbols sent by the source through a channel.
The receiver's response to a message.
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.
A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message: ATTENTION, INTEREST, DESIRE, ACTION.
The 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.
Integrated marketing communications
A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise.