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