Lamb MKT Chapter 16 – Marketing Communication

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 optimal use of the
elements of promotion: advertising,
public relations, personal selling,
and sales promotion.
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 meanings
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.
promotional mix
The combination of promotional
tools—including advertising, public
relations, personal selling, and
sales promotion—used to reach
the target market and fulfill the
organization’s overall goals.
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 assure the
consistency of messages at every
contact point where a company
meets the consumer.
pull strategy
A marketing strategy that stimulates
consumer demand to obtain
product distribution.
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.