Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Marketing
Chapter 15
| Term | Definition |
|---|---|
| Advertising | impersonal, one-way mass communication about a product or an organization that is paid by a marketer |
| AIDA Concept | process for achieving promotional goals in terms of stages of consumer involvement with the message (Attention, Interest, Desire, Action) |
| Channel | medium of communication (voice, radio, newspaper) used for transmitting a message |
| Communication | process by which we exchange or share meanings through common set of symbols |
| Competitive Advantage | unique features of a company and its products that are perceived by the target market as competition |
| Consumer-Generated Content | any form of publicly available online content created by consumers |
| Decoding | interpretation of the language and symbols sent by the source through a channel |
| Direct-Response Communication | communication of a message directly from a marketing company and directly to an intended individual target audience |
| Earned Media | category of promotional tactic based on a public relations model that gets customers talking about a product |
| Encoding | conversion of the sender's ideas and thoughts into a message, usually in the form of words or signs |
| Feedback | receivers response to a message |
| Integrated Marketing Communications | the careful coordination of all promotional messages for a product to ensure the consistency of messages at every contact point where a company meets the consumer |
| Interpersonal Communication | direct, face-to-face communication between two or more people |
| Mass Communication | communication of a concept or message to large audiences (TV) |
| Noise | anything that interferes or distorts with the transmission of a message |
| Online Marketing | two-way communication of a message delivered through the internet to the consumer |
| Owned Media | promotional tactic, based on brands becoming publishers of their own content to maximize the brands' value to consumers |
| Paid Media | promotional tactic based on the traditional advertising model whereby a brand pays for advertising space |
| Personal Selling | purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other (salesperson) |
| Promotion | communication by marketers that informs, persuades, reminds, and connects potential buyers to a product |
| Promotional Mix | combination of promotional tools (advertising, publicity, sales promotion, personal selling, direct marketing, and social media) used to reach the target market |
| Promotional Strategy | plan for the use of the elements of promotional mix |
| Pubic Relations | 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 an issue appearing in the mass media as a news item |
| Pull Strategy | stimulates consumer demand to obtain product distribution |
| Push Strategy | uses aggressive persona selling and trade advertising to convince wholesalers to carry their product |
| Receivers | people who decode a message (customers) |
| Sales Promotion | marketing activities that stimulate consumer buying and dealer effectiveness |
| Sender | the originator of the message in the communications process |
| Social Media | collection of online communication tools that facilitate conversations online |
| Goals of Promotion | Informing, Persuading, Reminding, Connecting |
Created by:
mchute
Popular Marketing sets