Term
Integrated Marketing Communications (IMC) |
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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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Term
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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. |
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Term
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Definition
A marketing stratgy that stimulates consumer demand to obtain product distribution. |
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Term
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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. |
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Term
Advertising (promotional mix) |
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Definition
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. |
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Term
Public Relations (promotional mix) |
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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 and acceptance. |
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Term
Sales Promotion (promotional mix) |
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Definition
Marketing activities - other than personal selling, advertising, and public relations - that stimulate consumer buying and dealer effectiveness. Examples include free samples, contests, premiums, trade shows, vacation giveaways, and coupons |
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Term
Personal Selling (promotional mix) |
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Definition
A purchase situation in which two people communicate in an attempt to influence each other. |
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Term
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Definition
The process by which we exchange or share meanings through a common set of symbols. |
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Term
Personal Selling - Relationship Selling - |
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Definition
Relationship selling emphasizes a win-win outcome and the accomplishment of mutual objectives that benefit both buyer and salesperson in the long term. |
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Term
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Definition
Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. |
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Term
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Definition
A plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion. |
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Term
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Definition
One or more unique aspects of an organization that cause target consumers to patronize that firm rather that competitors. |
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Term
Interpersonal Communication |
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Definition
Direct, face-to-face communication between two or more people. |
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Term
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Definition
The communication of a concept or message to large audiences. |
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Term
Communication process - Sender - |
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Definition
Sender - The originator of the message in the communication process |
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Term
Communication process - Encoder - |
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Definition
Encoder - The conversion of a sender's ideas and thoughts into a message, usually in the form of works or signs. |
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Term
Communication Process - Channel - |
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Definition
Channel - a medium of communication - such as a voice, radio, or newspaper - for transmitting a message. |
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Term
Communication Process - Noise - |
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Definition
Noice - Anything that interferes with, distorts, or slows down that tansmission of information. |
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Term
Communication Process - Receiver - |
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Definition
Receiver - the person who decodes a message. |
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Term
Communication Process - Decoding - |
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Definition
Decoding - interpretation of the language and symbols sent by the source through a channel. |
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Term
Communication Process - Feedback - |
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Definition
Feedback - The receiver's response to a message. |
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Term
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Definition
Sending and Encoding Channel and Noise Receiver and Decoding Feedback |
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Term
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Definition
A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action. |
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Term
Stages of the product life cycle |
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Definition
1) Introduction 2) Growth 3) Maturity 4) Decline |
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Term
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Definition
Public information about a company, good, or service appearing in the mass media as a news item. A solid public relations program can generate favorable publicity. |
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