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Chapter 15
Marketing
| Term | Definition |
|---|---|
| interpersonal communication | direct, face-to-face communication between two or more people |
| mass communication | the communication of a concept or message to large audiences |
| sender | the originator of the message in the communication process |
| encoding | the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs |
| channel | a medium of communication - such as a voice, radio, or newspaper - for transmitting a message |
| noise | anything that interferes with, distorts, or slows down the transmission of a message |
| receiver | the person who decodes a message |
| decoding | interpretation of the language and symbols sent by the source through a channel |
| feedback | the receiver's response to a message |
| promotional mix | the combination of promotional tools - including advertising, public relations, personal selling, sales promotion, and social media - used to reach the target market and fulfill the organization's overall goals |
| advertising | impersonal, one-way mass communication about a product or organization that is paid for by a marketer |
| public relations | 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 and acceptance |
| publicity | public information about a company, product, service, or issue appearing in the mass media as a news item |
| sales promotion | marketing activities - other than personal selling, advertising, and public relations - that stimulate consumer buying and dealer effectiveness |
| personal selling | a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other |
| paid media | a category or promotional tactic based on the traditional advertising model, whereby a brand pays for media space |
| earned media | a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services |
| owned media | a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands value to customers |
| AIDA (attention, interest, desire, action) concept | a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message the acronym stands for |
| integrated marketing communication (IMC) | the careful coordination of all promotional messages for product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer |
| push strategy | a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise |
| pull strategy | a marketing strategy that stimulates consumer demand to obtain product distribution |
Created by:
bdavid16
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