Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
25 Cards in this Set
- Front
- Back
Promotion
|
Communication 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 optional use of the elements of promotion: advertising, public relations, personal selling, and sales promotions
|
|
Competitive advantage
|
The unique set of features of a company and its products that are perceived by the target market in significant and superior to the competition
|
|
Promotional mix
|
The combination of promotional tools--including advertising, public relations, personal selling and sales promotions--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
|
|
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
|
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 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
|
|
Corporate blogs
|
Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees
|
|
Noncorporate blogs
|
Independent blogs that are not associated with the marketing efforts of any particular company or brand
|
|
AIDA 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 attention, interest, desire, and action
|
|
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
|