Term
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Definition
| is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships |
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Term
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Definition
The specific blend fo these four major promotion tools is known as ___
• Sales promotion
• Public relations
• Personal selling
• Direct marketing |
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Term
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Definition
is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
• Broadcast
• Print
• Internet
• Outdoor |
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Term
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Definition
is the short-term incentives to encourage the purchase or sale of a
product or service
• Discounts
• Coupons
• Displays
• Demonstrations |
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Term
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Definition
involves building good relations with
the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
• Press releases
• Sponsorships
• Special events
• Web pages |
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Term
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Definition
is the personal presentation by the firm’s sales force for the purpose of
making sales and building customer
relationships
• Sales presentations
• Trade shows
• Incentive programs |
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Term
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Definition
involves making direct connections
with carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting
customer relationships—by using direct mail,
telephone, direct-response television, e-mail, and
the Internet to communicate directly with specific
consumers
• Catalog
• Telemarketing
• Kiosks |
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Term
| The Communications Process |
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Definition
These are the 9 steps of _____.
1. Sender
2. Encoding
3. Message
4. Media
5. Decoding
6. Receiver
7. Response
8. Feedback
9. Noise |
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Term
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Definition
(Communications Process)
is the party sending the message to another party |
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Term
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Definition
(Communications Process)
is the process of putting thought into symbolic form |
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Term
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Definition
(Communications Process)
is the set of symbols the sender transmits |
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Term
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Definition
(Communications Process)
is the communications channels through
which the message moves from sender to
receiver |
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Term
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Definition
(Communications Process)
is the process by which the receiver
assigns meaning to the symbols |
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Term
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Definition
(Communications Process)
is the party receiving the message
sent by another party |
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Term
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Definition
(Communications Process)
is the reaction of the receiver after
being exposed to the message |
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Term
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Definition
(Communications Process)
is the part of the receiver’s response
communicated back to the sender |
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Term
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Definition
(Communications Process)
is the unplanned static or distortion
during the communication process, which
results in the receiver’s getting a different message than the one the sender sent |
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Term
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Definition
(Appeals)
relates to the audience’s self interest |
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Term
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Definition
(Appeals)
is an attempt to stir up positive or negative emotions to motivate a purchase – ex: Alarms |
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Term
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Definition
(Appeals)
is directed at the audience’s
sense of right and proper – ex: AIDS |
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Term
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Definition
is a specific communication task to be accomplished with a specific target
audience during a specific time.
Objectives are classified by primary purpose:
• Inform
• Persuade
• Remind |
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Term
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Definition
| is used when introducing a new product category; the objective is to build primary demand. |
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Term
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Definition
| directly or indirectly compares the brand with one or more other brands |
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Term
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Definition
is important with increased competition to build selective
demand |
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Term
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Definition
| is important with mature products to help maintain customer relationships and keep customers thinking about the product |
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Term
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Definition
is a measure of the percentage of
people in the target market who are
exposed to the ad campaign during a given period of time |
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Term
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Definition
| is a measure of how many times the average person in the target market is exposed to the message |
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