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Interpersonal Communication Direct face to face commmunication between two people.
Mass Communication the communication of a concept or message to a large audience.
Encoding The conversion of a senders ideas and thoughts into a message usually in the form of words or signs
Channel A medium of communication such as voice, radio, or newspaper for transmitting a message
Noise anything that interferes with distorts or slows down the transmission of information
Reciever the person who decodes a message
Decoding interpretation of the language and symbols sent by the source through a channel
Feedback the receivers response to a message.
Promotional Mix the combination of promotional tools including advertising, public relations, person selling sales promotion and social media.
Advertising Impersonal one way mass communication about a product or organization.
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
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 influences.
Paid Media a category of 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 concept a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message, the acroyn stand for attention interest desire and action.
integrated marketing communication (IMC) The careful coordination of all promotional messages for a product or a servvice to ensure that consistency of messages at every contact point at which a company meets the consumer
Push Strategy a merketing strategy that uses aggresssive 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
Advertising response function a phenomanon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns.
Institutional Advertising a form of advertising designed to enhance a companys image rather than promote a particular product
Product advertising a form of advertising that touts the benefits of a specific good or service
Advocacy advertising a form of advertising in which an organization expresses its views on a controversial issues or responds to media attacks
Pioneering advertising a form of advertising designed to stimulate primary demand for a new product or product catagory
Competitive advertising a form of advertising designed to influence demand for a specific brand.
comparative advertising a form of advertising that compares two or more specifially named or shown competing brands on one or more specific attributes.
advertising campaign series of related advertisements focusing on a common theme slogan and set of advertising appeals
advertising objectives specific communication task that a campagin should accomplish for a sepcified target audience during a specified period.
advertising appeal a reason for a person to buy a product
unique selling proposition a desirable exclusive and believable advertising appeal selected as the theme for a campaign
medium the channel used to convey a message to a target market.
MEDIA PLANNING the series of decisions advertisers make regarding the selection and use of media allowing the marketers to optimally and cost effectively communicate the message to target audience.
cooperative advertising an arrangement in which the manufacturer and the retailer split the costs of advertising the manufactures brand
infomercial a thirty minute or longer ad that looks more like a television talk show than commerical
advergaming placing advertising messages in web based or video games to advertise or promote a proudct, serive organization or issue
media mix the combination of media to be used for a promo campaign
Cost per contact (CPM) the cost of reaching
Created by: 511052957



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