Term
|
Definition
|
the process of having the sender transform an idea into a set of symbols
|
|
|
Term
|
Definition
|
transform code into an idea
|
|
|
Term
|
Definition
|
extraneous factors that can work against effective communication
ex. printing mistake
|
|
|
Term
| which promotion techniques are considered mass selling |
|
Definition
|
advertising
sales promtion
public relations
|
|
|
Term
|
Definition
|
large fees, mass communicated, high costs, difficult to recieve feedback
|
|
|
Term
|
Definition
|
two way communication, expensive, immediate feedback
|
|
|
Term
|
Definition
|
no direct payment to media, most credible source in consumers mind, difficult to get media cooperation
|
|
|
Term
|
Definition
|
mass, effective at changing behavior in the short run, easily abused, needs to be used in conjuction with advertising
|
|
|
Term
|
Definition
|
telphone, mail, computer, customized,
|
|
|
Term
|
Definition
|
introduction- to inform, growth- to persuade, maturity- to remind
|
|
|
Term
|
Definition
|
directing the promotional mix to channel members to gain cooperation in ordering and stocking the product
|
|
|
Term
|
Definition
|
manufacturer directs promotional strategies at consumers to encourage them to ask retailers for a product
|
|
|
Term
| Prepurchase stage of buying |
|
Definition
|
advertising is more important than personal selling. public relations is important
|
|
|
Term
|
Definition
|
personal selling direct marketing and sales promotion important
|
|
|
Term
|
Definition
|
personal selling and advertising important
|
|
|