1. Promotional Mix
    • combination of one or more communication tools used to
    • 1. inform prospective buyers about the benefits of the product
    • 2. persuade them to try it
    • 3. remind them later about the benefit they enjoyed by using the product
  2. Integrated Marketing Communications (IMC)
    designing marketing communications programs that coordinate all promotional activities and to provide a consistent message across all audiences
  3. communication
    process of conveying a message to others
  4. communication requires 6 elemnts
    a source, message, channel of communication, receiver, encoding, decoding
  5. source
    may be a company or a person who has information to convey
  6. a message
    the information sent by a source, such as a description of a new cellular telephone forms the message
  7. a channel of communications
    the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process
  8. receiver
    consumers who read, hear or see the message
  9. encoding
    process of having the sender transform an idea into a set of symbols
  10. decoding
    reverse- process of having the receiver take a set of symbols, the message and transform the symbols back into the idea
  11. field of experience
    mutually shared understanding and knowledge that the sender and receiver apply to a message so that it can be communicated effectively during the communication process- decoding
  12. feedback loop
    consists of a response and feedback
  13. response
    • impact the message had on the receiver's knowledge, attitudes, or behaviors
    • sometimes do pre-testing to ensure that messages are decoded properly
  14. noise
    • extraneous factors that can work against effective communication by distorting a message or the feedback received
    • -can be a simple error (printing mistake that affects the meaning) or pictures that fail to communicate message clearly
Card Set
Vocabulary word for marketing section #1 chapter 18