1. Promotion
    communication by marketers that informs persuades and reminds potential buyers of a product in order to influence an opinion or elicite a response
  2. Promotional Strategy
    a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion
  3. 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
  4. 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
  5. Advertising
    impersonal one way mass communicaton about a product or organization that is paid for by a marketer
  6. 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
  7. Publicity
    public information about a company, product, service, or issue appearing in the mass media as a news item
  8. Sales promotion
    marketing activites- other than personal selling, advertising and public relations- that stimulate consumer buying and dealer effectiveness
  9. Personal Selling
    a purchase situation involving a personal paid for communication between two people in an attempt to influence each other
  10. Communication
    the process by which meanings are exchanged or shared through a common set of symbols
  11. Interpersonal Communication
    direct face-to-face communication between two or more people
  12. Mass Communication
    the communication of a concept or message to large audiences
  13. Sender
    the orginator of the message in the communication process
  14. Encoding
    the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs
  15. Channel
    a medium of communication -such as a voice, radio, or newspaper- for transmitting a message.
  16. Noise
    anything that interferes with, distorts, or slows down the transmission of information
  17. Receiver
    the person who decodes a message
  18. Decoding
    interpretation of the language and symbols sent by the source through a channel
  19. feedback
    the receiver's response to a message
  20. 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
  21. Noncorporate Blogs
    independent blogs that are not associated with the marketing efforts of any particular company or brand
  22. 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
  23. 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
  24. Pull strategy
    a marketing strategy that stimulaets consumer demand to obtain product distribution
  25. 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.
Card Set
Terms from Chapter 16