Ch. 16 Marketing

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

a 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, and action.

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

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

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

blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees

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

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

the receiver’s response to a message

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

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

the communication of a concept or message to large audiences

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

independent blogs that are not associated with the marketing efforts of any particular company or brand

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

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

the combination of promotional tools—including advertising, public relations, personal selling, and
sales promotion—used to reach the target market and fulfill the organization’s overall goals

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

the 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

a marketing strategy that stimulates consumer demand to obtain product distribution

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

the person who decodes a message

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

the originator of the message in the communication process