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Marketing Ch16 - DL
MKTG3000 Test 3 - DL
| Question | Answer |
|---|---|
| Noise | anything that interferes with, distorts, or slows down the transmission of information |
| 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 |
| AIDA Concept | a model that outlines the processes for achieving promotional goals in terms of stages of consumer involvement with the message; Attention-Interest-Desire-Action |
| Factors Affecting the Promotional Mix | -nature of the product -stage in the product life cycle -target market characeristics -type of buying decision -available funds -push and pull strategies |
| 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 |
| Integrated Marketing Communications (IMC) | 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 |
| Promotion | communications by marketers that INFORMS, PERSUADES, and REMINDS potential buyers of a product in order to influence an opinion or elicit a response |
| Promotional Strategy | a plan for the optimal use of the elements of promotion: Advertising - Public Relations - Personal Selling - Sales Promotion |
| Competitive Advantage | the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition |
| Promotional Mix | the combination of promotional tools including - advertising, public relations, personal selling, and sales promotion - used to reach the target market and fulfill the organizations 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 organizations 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 new 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 |
| Communication | the process by which meanings are exchanged or shared through a common set of symbols |
| 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 | 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 |
Created by:
WholeOcean
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