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Definition
| communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response |
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Definition
| a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion |
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Definition
| one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors |
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Definition
| 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 |
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Definition
| impersonal, one-way mass communication about a product or organization that is paid for by a marketer |
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Definition
| 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 |
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Definition
| public information about a company, product, service, or issue appearing ini the mass media as a news item |
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Definition
| marketing activities-other than personal selling, advertising, and public relations-that stimulate consumer buying and dealer effectiveness |
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Definition
| a purchase situation involving a personal paid-for communication between two people in an attempt to influence each other |
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Term
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Definition
| the process by which we exchange or share meanings through a common set of symbols |
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| interpersonal communication |
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Definition
| direct, face to face communication between two or more people |
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Definition
| the communication of a concept or message to large audiences |
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Definition
| the originator of the message in the communication process |
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Definition
| the conversion of a sender's ideas and thoughts into a message usually in the form of words or signs |
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Definition
| a medium of communication-such as a voice, radio, or newspaper-for transmitting a message |
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Definition
| anything that interferes with, distorts, or slows down the transmission of information |
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Definition
| the person who decodes a message |
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Definition
| interpretation of the language and symbols sent by the source through a channel |
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Definition
| the receiver's response to a message |
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Definition
| 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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Definition
| independent blogs that are not associated with the marketing efforts of any particular company or brand |
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Term
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Definition
| a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message |
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Term
| attention, interest, desire, and action |
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Definition
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Definition
| a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise |
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Definition
| a marketing strategy that stimulates consumer demand to obtain product distribution |
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Term
| integrated marketing communications |
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Definition
| 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 |
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