BUS-321 (Marketing) Chapter 15: Marketing Communications

Promotional Strategy
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media
Competitive Advantage
one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors
Communication
the process by which we exchange or share meaning 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
Promotional Mix
the combination of promotional tools—including advertising, public relations, personal selling, sales promotion, and social media—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
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 acronym stands for attention, interest, desire, and action
Integrated Marketing Communications (IMC)
the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer
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