The process whereby meaning is transferred from a source to a reciever.
Parts of the Communication Model (ESMMRDNF)
The process of translating an idea into a form of communication that will convey meaning.
An organization or individual that sends a message.
The communication in physical form. Goes from a sender to a receiver.
A communication vehicle through which a message is transmitted to a target audience.
Who or what intercepts and interprets the message.
Process by which a receiver assigns meaning to the message.
Anything that interferes with effective communication.
Receivers reaction to the message.
Promotion Mix (5 elements)
- The major elements of marketer-controlled communication.
- -Public relations
- -Personal selling
- -Sales promotion (contests, coupons, incentives)
- -Direct marketing
Integrated Marketing Communication (IMC)
A strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.
Goal of IMC is to build relationships with customers.
Coordination of a marketer's communication efforts to influence attitudes or behavior.
Amount of control a marketer has over the message.
Word of Mouth (WOM)
When consumers provide information about products to other consumers.
Using high-profile entertainment or news to get people to talk about your brand.
work with new products, no financial pay.
Marketing activity in which a firm 'ambushes' consumers with promotional content in places they are not expecting to encounter this kind of activity.
Consumer-generated media (CGM)
On-line consumer generated comments, opinions, and product related stories available to other consumers through digital technology.
The creation of an ongoing relationship with a set of customers who have an identifiable interest in a good or service.
Hierarchy of Effects
A series of steps prospective customers move through, from initial awareness of a product to brand loyalty.
A promotion budgeting method in which an organization matches whatever competitors are spending.
Bottom-up budgeting techniques
Allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them.
Top-down budgeting techniques
Allocation of the promotion budget based on management's determination of the total amount to be devoted to marketing communication.
The company tries to move its products through the channel by convincing channel members to offer them.
The company tries to move its products through the channel by building desire for the products among consumers. This convinces retailers to respond to this demand by stocking these items.
The communication goals of attention, interest, desire, and action.
Marketing activities that attempt to give customers an opportunity to actually interact with brands. Causes them to make for intelligent and informed purchase decisions.