Mktg 16

communication by marketers that informs, persuades and reminds potential buyers of a product in order to influence an opinion or elicit a response

a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling and sales promotion

the unique set of features of a company and its products that are perceived by the target arket as significant and superior to the competition

combo of promotional tools - including advertising, PR, personal selling and sales promotion - used to reach the target market and fulfill the organization's overall goals

impersonal, one-way mass communication about a product or organization that is paid for by the marketer

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

public information about a company, product, service or issue appearing in the mass media as a news item

• marketing activities - other than personal selling, advertising and public relations - that stimulate consumer buying and dealer effectiveness
• a short-run tool used to stimulate immediate increases in demand

a purchase sitation involving a personal, paid-for communication between two people in an attempt to influence each other

the process by which meanings are exchanged or shared through a common set of symbols

direct, face-to-face communication between two or more people

communication of a concept of message to large audiences

the originator of the message in the communication process

the conversation of a sender's ideas and thoughts into a message, usually in the form of words or signs

a medium of communication - such as a voice, radio or newspaper - for transmitting a message

anything that interferes with, distorts, or slows down the transmission of information

the person who decodes a message

interpretation of the language and symbols sent by the source through a channel

the receiver's response to a message

• inform: important for promoting complex & technical products ie, iphone
• persuade: main promotional goal when product enters growth stage of life cycle
• remind: prevails during the maturity stage of life cycle

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 & Action

• nature of the product
• stage in the product life cycle
• target market characteristics
• type of buying decision
• funds available for promotion
• push or pull strategy

• intro stage: goal of promotion is to inform that product is available
• growth stage: promotion can be reduced bc consumers need fewer incentives to buy; should build & maintain brand loyalty
• maturity stage: persuasive and reminder advertising are more strongly emphasized
• decline stage: promotion is reduced

marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

• marketing strategy that stimulates consumer demand to obtain product distribution
• involves: heavy sampling, cents-off campaigns and couponing

careful coordination of all promotional messages for a product o ra service to assure the consistency of messages at every contact point where a company meets the consumer