Marketing 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 (promotional mix)

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

combination of promotional tools, including advertising, public relations, personal selling, and sales promotion. used to reach the target market and fulfill the organizations goals

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

the marketing function that evaluates public attitudes, identifies areas within the org. that public may be interested in, and executes a program of action to earn public understanding and acceptance

marketing activities, other than personal selling, advertising, and public relations that stimulate consumer buying and dealer effectiveness

the careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer

process by which we exchange or share meanings through a common set of symols

originator of the message in the communication process

conversion of a senders 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

person who decodes a message

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

the receivers response to a message

Informing, Reminding, + Persuading (all to target audience)

model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message

• 1) Nature of the Product
• 2) Stage in PLC
• 3)Target Market Factors
• 4)Type of Buying Decision
• 5)Promotion funds
• 6) Push or Pull Strategy

• 1)Manufacturer promotes to wholesaler
• 2)Wholesaler promotes to retailer
• 3)Retailer promotes to consumer
• 4)Consumer buys from retailer

• 1)Manufacturer promotes to consumer
• 2)Consumer demands product from retailer
• 3)Retailer demands product from wholesaler
• 4)Wholesaler demands product from manufacturer

• 1)false or deceptive advertising
• 2)misleading consumers about the advantages of buying a product
• 3)Bribes
• 4)Industrial espionage