Final Flashcards
(141 cards)
impersonal, one-way mass communication about a product or organization that is paid for by a marketer
advertising`
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
AIDA concept
a medium of communication?such as a voice, radio, or newspaper?for transmitting a message
channel
the process by which we exchange or share meaning through a common set of symbols
communication
one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors
competitive advantage
interpretation of the language and symbols sent by the source through a channel
decoding
a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services
earned media
the conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs
encoding
the receiver’s response to a message
feedback
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 (IMC)
direct, face-to-face communication between two or more people
interpersonal communication
the communication of a concept or message to large audiences
mass communication
anything that interferes with, distorts, or slows down the transmission of information
noise
a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands’ value to customers
owned media
a category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space
paid media
a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other
personal selling
communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
promotion
the combination of promotional tools?including advertising, public relations, personal selling, sales promotion, and social media?used to reach the target market and fulfill the organization’s overall goals
promotional mix
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media
promotional strategy
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
public relations
public information about a company, product, service, or issue appearing in the mass media as a news item
publicity
a marketing strategy that stimulates consumer demand to obtain product distribution
pull 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
push strategy
the person who decodes a message
receiver