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Definition
| Combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers. |
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| Integrated Marketing Communications (IMC) |
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Definition
| Concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences |
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Definition
| Process of conveying a message to others |
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Definition
| a company or person who has info to convey |
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Definition
| information sent by the source |
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Definition
| means by which the message is conveyed |
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Definition
| process of having the sender transform an idea into a set of symbols |
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Definition
| process of having the receiver take a set of symbols, the message, and transform them back to an idea |
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Definition
| a similar understanding and knowledge applied to a message |
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Definition
| impact of the message on the receiver's knowledge, attitudes, or behaviors. |
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Definition
| the senders' interpretation of the response that indicates whether the message was decoded ad understood as intended. |
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Definition
| factors that work against effective communication by distorting a message or the feedback received |
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Definition
| any paid form of nonpersonal communication about an organization, good, service, or idea by and indentified sponsor |
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Term
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Definition
| two-way flow of communication between a buyer and a seller; often in a face to face encounter; designed to influence a person's or group's perchase decision |
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Term
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Definition
| Form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, potential customers, stockholders, suppliers, employees, and others about a company and its products or services. |
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Term
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Definition
| Nonpersonal, indirectly paid presentation of an organization, good, or service. |
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Term
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Definition
| A short term offer designed to arouse interest in buying a good or service |
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Definition
| promotional element that uses direct communication with consumers to generate a response in the form of an order; a request for further information, or a visit to a retail outlet |
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Term
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Definition
| all promotion mix elements are used in this stage. the promotion objective is to inform. |
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Term
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Definition
| primary objective is to persuade the consumer to buy the product. advertising is used to communicate brand differences and person selling is used to solidify the channel of distribution. |
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Term
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Definition
| there is a need to maintain existing buyers. Advertising role is to remind buyers of the products existence. discounts and coupons are important |
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Term
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Definition
| period of phase out for the product and little money is spent on the promotional mix. |
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Term
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Definition
| directing the promotional mix to channel members to encourage them to order and stock a product. |
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Term
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Definition
| directing the promotional mix at ultimate consumers to encourage them to ask the retailer for the product. |
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Term
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Definition
| sequence of stages a prospective buyer goes through; Awareness, interest, evaluation, trial, and adoption |
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Term
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Definition
| the consumers ability to recognize and remember the product or brand name |
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Term
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Definition
| an increase in the consumers desire to learn about some of the features of the product or brand |
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Term
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Definition
| the consumer's appraisal of the product or brand on important attributes |
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Definition
| the consumers first purchase and use of the product or brand |
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Definition
| through a favorable ecperience on the first trial, the consumer's repeated purchase and use of the product or brand |
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Term
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Definition
| budget approach where the amount of money spent on promotion is a percentage of past or anticipated sales |
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Term
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Definition
| budgeting that matches the competitor's absolute level of spending or the proportion per point of market share |
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Term
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Definition
| budgeting method that allows money to be spent on promotion only after all other budget items are covered |
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Term
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Definition
| The best approach to budgeting. The company 1) determines its promotional objectives, 2) outlines the tasks to accomplish these objectives, and 3) determines the promotion cost of performing these tasks |
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Term
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Definition
| the result of direct marketing offers that contain all the info necessary for a potential buyer to make a decision to purchase and complete the transaction |
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Term
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Definition
| result of direct marketing offer designed to generate interest in a product or a service and a request for additional info |
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Term
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Definition
| Outcome of direct marketing offer designed to motivate people to visit a business |
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