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Promotion
communication by marketers that informs persuades and reminds potential buyers of a product in order to influence an opinion or elicite a response
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Promotional Strategy
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion
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Competitive advantage
the unique set of features of a company and its products that are percieved by the target marekt as significant and superior to the competition
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Promotional Mix
the combination of promotional toos including advertising, public relations, personal selling and sals promotion- used to reach the target marekt and fulfill the organizations overall goal
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Advertising
impersonal one way mass communicaton about a product or organization that is paid for by a marketer
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Public Relations
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be intersted in, and executes a program of action to earn public understanding and acceptance
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Publicity
public information about a company, product, service, or issue appearing in the mass media as a news item
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Sales promotion
marketing activites- other than personal selling, advertising and public relations- that stimulate consumer buying and dealer effectiveness
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Personal Selling
a purchase situation involving a personal paid for communication between two people in an attempt to influence each other
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Communication
the process by which meanings are exchanged or shared through a common set of symbols
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Interpersonal Communication
direct face-to-face communication between two or more people
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Mass Communication
the communication of a concept or message to large audiences
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Sender
the orginator of the message in the communication process
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Encoding
the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs
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Channel
a medium of communication -such as a voice, radio, or newspaper- for transmitting a message.
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Noise
anything that interferes with, distorts, or slows down the transmission of information
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Receiver
the person who decodes a message
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Decoding
interpretation of the language and symbols sent by the source through a channel
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feedback
the receiver's response to a message
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Corporate Blogs
blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees
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Noncorporate Blogs
independent blogs that are not associated with the marketing efforts of any particular company or brand
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AIDA Concept
a model that outlines the process for achieving promotional goals in terms of stages of consumerinvolvement with the message; the acronym stands for attention, interest, desire and action
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Push strategy
a mareketing strategy that uses aggerssive personal selling and trade adertising to confince a wholesaler or a retailer to carry and sell particular merchandise
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Pull strategy
a marketing strategy that stimulaets consumer demand to obtain product distribution
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Intergrated marketing communications (IMC)
the careful coordination of all promotiona messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer.
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