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| communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior |
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| involves direct spoken communication between sellers and potential customers |
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| communicating with large numbers of potential customers at the same time |
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| any paid form of non-personal presentation of ideas, goods or services by an identified sponsor |
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| any unpaid form of non-personal presentation of ideas, goods or services |
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| refers to promotion activities - other than advertising, publicity and personal selling - that stimulate interest, trial or purchase by final customers or others in the channel |
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| concerned with managing personal selling |
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| manage their company's mass-selling effort - in TV, newspapers, magazines and other media |
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| communication with noncustomers, including labor, public interest groups, stockholders and the government |
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| manage their company's sales promotion effort |
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| Integrated Marketing Communications |
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| the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message |
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consists of four promotion jobs:
to get Attention
to hold Interest
to arouse Desire
to obtain Action |
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| a source trying to reach a receiver with a message |
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| any distraction that reduces the effectiveness of the communication process |
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| the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver |
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| the receiver translating the message |
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| the carrier of the message |
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| using normal promotion effort - personal selling, advertising and sales promotion - to help sell the whole marketing mix to possible channel members |
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| getting customers to ask intermediaries for the product |
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| shows when different groups accept ideas |
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| well respected by their peers and often are opinion leaders |
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| avoid risk and wait to consider a new idea after many early adopters have tried it and liked it |
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| are cautious about new ideas |
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| prefer to do things the way they've been done in the past and are very suspicious of new ideas |
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| demand for the general product idea - not just for the company's own brand |
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| demand for a company's own brand |
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| basing the budget on the job to be done |
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