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Ch. 14
Integrated Marketing Communications
26
Marketing
Undergraduate 3
11/19/2009

Additional Marketing Flashcards

 


 

Cards

Term
promotion
Definition
communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
Term
promotional strategy
Definition
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion
Term
competitive advantage
Definition
one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors
Term
promotional mix
Definition
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
Term
advertising
Definition
impersonal, one-way mass communication about a product or organization that is paid for by a marketer
Term
public relations
Definition
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
Term
publicity
Definition
public information about a company, product, service, or issue appearing ini the mass media as a news item
Term
sales promotion
Definition
marketing activities-other than personal selling, advertising, and public relations-that stimulate consumer buying and dealer effectiveness
Term
personal selling
Definition
a purchase situation involving a personal paid-for communication between two people in an attempt to influence each other
Term
communication
Definition
the process by which we exchange or share meanings through a common set of symbols
Term
interpersonal communication
Definition
direct, face to face communication between two or more people
Term
mass communication
Definition
the communication of a concept or message to large audiences
Term
sender
Definition
the originator of the message in the communication process
Term
encoding
Definition
the conversion of a sender's ideas and thoughts into a message usually in the form of words or signs
Term
channel
Definition
a medium of communication-such as a voice, radio, or newspaper-for transmitting a message
Term
noise
Definition
anything that interferes with, distorts, or slows down the transmission of information
Term
receiver
Definition
the person who decodes a message
Term
decoding
Definition
interpretation of the language and symbols sent by the source through a channel
Term
feedback
Definition
the receiver's response to a message
Term
corporate blogs
Definition
blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees
Term
noncorporate blogs
Definition
independent blogs that are not associated with the marketing efforts of any particular company or brand
Term
AIDA concept
Definition
a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message
Term
attention, interest, desire, and action
Definition
AIDA
Term
push strategy
Definition
a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
Term
pull strategy
Definition
a marketing strategy that stimulates consumer demand to obtain product distribution
Term
integrated marketing communications
Definition
the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer
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