Question | Answer |
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 |