Term
The Communication Process:
Categories of Communication |
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Definition
Interpersonal Communication: one-on-one communication
Mass Communication: large scale communication |
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Term
The Communication Process:
Steps, Actors, & Relevant Factors |
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Definition
Actors
- Sender: the originator of the message
- Receiver: customers
Steps
- Encoding: the conversion of the sender's ideas and thoughts into a message
-- Usually through words or signs
- Channel: a voice, radio, newspaper, computer, TV, smartphone, etc.
- Decoding: the interpretation of the language and symbols sent by the sources through a channel
Relevant Factors
- Noise: anything that interferes with, distorts, or slows down the transmission of info
- Feedback: the receiver's response to a message |
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Term
The Promotional Mix:
Advertising Definition |
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Definition
| Any form of impersonal paid communication in which the sponsor or company is identified |
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Term
The Promotional Mix:
Benefits of Advertising & Old vs New Forms |
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Definition
Communication with a larger number of people at one time
- The cost per contact is typically quite low (national basis)
- The cost to advertise overall is typically quite high (national basis)
Old Forms: TV, radio, newspapers, magazines, billboards, etc.
New Forms: websites, email, blogs, social media, interactive video kiosks (movie theaters, train stations), etc. |
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Term
The Promotional Mix:
The Communication Process & The Promotional Mix General Info |
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Definition
Consumers have more control over defining the essence of the brand (its values) and its messages
Perception is reality to consumers as they can adapt the brand message to fit with their ideals
Info is more valuable than entertaining |
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Term
The Promotional Mix:
The Communication Process & The Promotional Mix:
Paid Media Definition |
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Definition
A brand pays for media space
Increasing amounts of paid media are taking the form of website advertising and pay-per-click search engines
Based on traditional brand modeling |
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Term
The Promotional Mix:
The Communication Process & The Promotional Mix:
Earned Media Definition |
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Definition
The idea is to get people to talk about the brand
Social media (including search engine optimization) or word of mouth
Based on the public relations of publicity model |
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Term
The Promotional Mix:
The Communication Process & The Promotional Mix:
Owned Media Definition |
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Definition
Brands who become publishers of their own content
Controlled by the brand, but keeps the customers informed about the brand
Company websites & social media (Facebook, Twitter, YouTube, blogs, etc.) |
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Term
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Definition
AIDA are the stages of consumer involvement with a promotional message
Attention, Interest, Desire, & Action
Buyers making high-involvement purchasing decisions pass through the AIDA steps
Promoter's task is to determine where on the ladder most of the target market is and move them toward the Action Stage
AIDA & The Promotional Mix
- Advertising has a greater effect in the later stages |
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Term
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Definition
1st Stage
Cognitive (thinking)
Advertiser must gain the attention of the target market |
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Term
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Definition
2nd Stage
Affective (feeling)
Creates interest in the product
Salesperson should be selling the benefits not just the features |
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Term
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Definition
3rd Stage
Affective (feeling)
Creating desire comes from selling the benefits over the features |
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Term
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Definition
4th Stage
Cognitive (doing)
Communicates a want for the features and benefits |
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Term
Informing & Persuading vs Reminding:
Connection Promotion |
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Definition
Forms a relationship through social media
Encourages transparent info exchange
Customers become brand advocates |
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Term
Informing & Persuading vs Reminding:
Reminder Promotion |
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Definition
Reminds customers what product they need
Reminds customers where to buy the product
Maintains customer awareness |
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Term
Informing & Persuading vs Reminding:
Persuasive Promotion |
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Definition
Encourages brand switching
Changes the customer's perception of product attributes
Influences an immediate buying decision |
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Term
Informing & Persuading vs Reminding:
Informative Promotion |
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Definition
Increases product awareness
Explains how the product works
Suggests new uses for the product
Builds the company's image |
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