quiz 4 Flashcards
(39 cards)
Encoding
Converting concepts into signs and symbols.
Channel
Medium that carries the message.
Decoding
Interpreting the signs and symbols back into concepts.
Noise
Anything that reduces communication clarity.
Feedback
Receiver’s response to the message.
Promotion
Communication to build and maintain relationships by informing and persuading one or more audiences.
Promotion Objectives
Create awareness,
stimulate demand,
encourage product trial,
identify prospects,
retain customers,
support resellers,
combat competitive efforts,
reduce sales fluctuations.
Stimulate Demand Primary
demand for a general category rather than a specific brand
Stimulate Demand Pioneer promotion
informs about a new product
Stimulate Demand Selective
demand for a specific brand
Product Characteristics
(Business products) 3
Personal selling
Sales promotions
public relations
Product Characteristics
(Consumer products)
Convenience = advertising
Durables = personal selling
public relations
k
Selective
varies
Exclusive
personal selling
Word-of-Mouth
personal informal exchanges customers share with one another about products, brands, and companies
Buzz marketing
an attempt to gain acceptance of product by word-of-mouth
Viral marketing
strategy to get Internet users to share ads and promotions with their friends
Types of Advertising (Competitive)
Highlights special features and advantages of a brand.
Types of Advertising (Comparative)
Compares brand with competitors.
Types of Advertising (Institutional)
Promotes organizational images and ideas.
Types of Advertising (Native)
Digital advertising that matches the appearance and purpose of the content in which it is embedded.
Objective-and-task approach
first determine objectives, then calculating the cost of all the tasks needed to attain them
Percent-of-sales approach
multiplying the firm’s past and expected sales by a standard percentage
