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| communicating information between the seller and potential buyer or others in the channel to influence attitudes and behviour |
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| involves direct spoken communication between sellers and potential customers |
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| communicating with large numbers of potential buyers at the same time |
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| any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponser |
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| any unpaid form of nonpersonal presentation of ideas, goods, or services |
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| promotion activites other than advertising, publicity, and personal selling-that stimulate interest, trial, or purchase by a final consumer or others in the channel |
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| Integrated marketing communications |
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| the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message |
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| 4 promotion jobs:(1) get attention, (2) hold interest, (3) arouse desire, (4) obtain action |
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| means a source trying to reach a receiver with a message |
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| Sender of a message, trying to deliver a message to a reciever |
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| Any distraction that reduces the effectiveness of the communication process. ex: conversations, or getting snacks during commercials |
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| the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver |
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| The receiver translating the message |
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| The carrier of the message, a source can use many different channels |
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| pushing(a product through a channel) |
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| Means using normal promotion effort to help sell the whole marketing mix to possible channel members |
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| common frame of reference |
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Definition
| when decoding, people need a common frame of reference to communicate effectively |
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| getting customers to ask intermediaries for the product |
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| Determines the blend of promotion methods |
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| shows when different groups accept ideas |
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| First people to adopt the new ideas. Young and well educated people |
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| well respected by their peers and often are opinion leaders. Unlike inovators, they have fewer contacts outside their social group |
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| avoid risk and wait to consider a new idea after many early adopters have tried it and liked it |
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| are very cautious about new ideas, often older and set in their ways. |
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| prefer to do things the way theyve always been done in the past and are very suspicious of new ideas |
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| demand for the general product idea, not just for the company's own brand |
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| Mainly trying to persuade customers to buy, and keep buying |
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