MKTG Lamb/Hair/McDaniel 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 advantage
the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition
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 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
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
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
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 service
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 states of consumer involvement with the message; Attention, Interest, Desire, Action