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| communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elecit a response |
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| a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion |
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| One or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors. |
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| 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 over-all goals. |
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| Impersonal, one-way mass communication about a prodcut or organization that is paid for by a marketer |
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| 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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| Public information about a company, product, service, or issue appearing in the mass media as a news item. |
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| Marketing activities- other than personal selling, advertising, and public relations - that stimulate consumer buying and dealer effectiveness |
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| a purchase situation involving a personal paid-for communication between two people in an attempt to influence each other |
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| The process by which we exchange or share meanings through a common set of symbols. |
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| Interpersonal Communication |
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Definition
| direct, face-to-face communication between two or more people |
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| The communication of a concept or message to large audiences |
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| The originator of the message in the communication process |
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| The conversation of a sender's ideas and thoughts into a message, usually in the form of words or signs. |
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| A medium of communication- such as a voice, radio, or newspaper - for transmitting a message. |
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| Anything that interferes with, distorts, or slows down the transmission of information. |
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| The person who decodes a message |
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| Interpretation of the language and symbols sent by the source through a channel. |
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| The receiver's response to a message |
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| Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees. |
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| Independent blogs that are not associated with the marketing efforts of any particular company or brand |
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| A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stans for Attention, interest, desire and action |
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| A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchanidise |
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Definition
| A marketing strategy that stimulates consumer demand to obtain product distribution |
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| 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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