Marketing 305 Chapter 15

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 Advantages
one or more unique aspect 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 a large audience
Sender
The originator of the message of the communication process
Encoding
the conversion of a sender’s ideas and thoughts into a message, usually into words
channel
a medium of communication- such as a voice, radio, or newspaper- for transmitting a message
noise
anything that interferes with, slows down, or distorts the transmission of information
receiver
the person who decodes a message
decoding
interpretation of the language and symbols sent by the source through the a channel
feedback
the receivers response to a message
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
advertising
impersonal, one way mass communication about 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
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, & PR that stimulate consumer buying & dealer effectiveness
Personal Selling
a purchase situation involving a personal, paid for communication between two people in an attempt to influence eachother
Earned Media
a category of promotional tactic based upon a public relation or publicity model to get customers talking about products or services
Owned Media
a new category of promotion tactic based on brands becoming publishers of their own content in order to maximize the brands value to the customers