Details Title: chapter 18 Description: marketing communications and direct marketing Total Flash Cards: 15 Created: 05/07/2009 03:30:22		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term encoding Definition the process of having the sender transform an idea into a set of symbols Term decoding Definition transform code into an idea Term noise 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 advertising Definition large fees, mass communicated, high costs, difficult to recieve feedback Term personal selling Definition two way communication, expensive, immediate feedback Term public relations Definition no direct payment to media, most credible source in consumers mind, difficult to get media cooperation Term sales promotion Definition mass, effective at changing behavior in the short run, easily abused, needs to be used in conjuction with advertising Term direct marketing Definition telphone, mail, computer, customized, Term production life cycle Definition introduction- to inform, growth- to persuade, maturity- to remind Term push strategy Definition directing the promotional mix to channel members to gain cooperation in ordering and stocking the product Term pull strategy 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 purchase stage of buying Definition personal selling direct marketing and sales promotion important Term postpurchasing stage Definition personal selling and advertising important