Term
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Definition
| Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. p. 414, 436 |
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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. p. 418 |
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Term
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Definition
| A medium of communication, such as a voice, radio, or newspaper, for transmitting a message. p. 409 |
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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. p. 407 |
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Term
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Definition
| The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition 2; One or more unique aspects of an organization that cause target consumers to patronize that company rather than competitors. p. 27, 406 |
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Term
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Definition
| Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees. p. 411 |
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Term
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Definition
| Interpretation of the language and symbols sent by the source through a channel. p. 409 |
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Term
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Definition
| The conversion of the sender’s ideas and thoughts into a message, usually in the form of words or signs. p. 408 |
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Term
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Definition
| The receiver’s response to a message. p. 410 |
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Term
| integrated marketing communications (IMC) |
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Definition
| The careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point where a company meets the consumer. p. 419 |
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Term
| interpersonal communication |
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Definition
| Direct, face-to-face communication between two or more people. p. 407 |
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Term
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Definition
| The communication of a concept or message to large audiences. p. 407 |
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Term
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Definition
| Anything that interferes with, distorts, or slows down the transmission of information. p. 409 |
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Term
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Definition
| Independent blogs that are not associated with the marketing efforts of any particular company or brand. p. 411 |
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Term
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Definition
| A purchase situation in which two people communicate in an attempt to influence each other. p. 416, 485 |
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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. p. 406 |
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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 verall goals. p. 414 |
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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. p. 406 |
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Term
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Definition
| The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance. p. 416 |
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Term
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Definition
| A marketing strategy that stimulates consumer demand to obtain product distribution. p. 425 |
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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. p. 424 |
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Term
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Definition
| The person who decodes a message. p. 409 |
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Term
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Definition
| Marketing activities, other than personal selling, advertising, and public relations, which stimulate consumer buying and dealer effectiveness. p. 416, 474 |
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Term
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Definition
| The originator of the message in the communication process. p. 408 |
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