Principles of Marketing – Chapter 16 Quiz

Promotion
is officially defined as the 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
As a plan for the optimal use of elements of promotion: advertising, public relations, personal selling, sales promotion, and social media.
Mass Communication
The communication of a concept or message to large audiences.
Interpersonal Communication
is the direct, face-to-face communication between 2 or more people.
Sender
The originator of the message in the communication process, this is the company or organization that has a product to be obtained.
Encoding Process
How will the message be conveyed, it is the conversion of the sender’s ideas and thoughts into a message, usually in the form of words or signs.
Channel
a medium of communication – such as voice, radio, or newspaper, for transmitting a message.
Noise
anything that interferes with, distorts, or slows down the transmission of the information.
Receiver
Person who decodes the message.
Decoding
An interpretation of the language and symbols sent by the source through a channel
Promotional Mix
Advertising
Sales Promotion
Personal Selling
Public Relations
Social Media
Integrated Marketing Communications
Which is the careful coordination of all promotional messages for a product or service to ensure the consistency of messages at every contact point at which a company meets the customer.
Push strategy
Strategy that uses aggressive personal selling and trade advertising to convince wholesaler or retailer to carry and sell particular merchandise.
Pull Strategy
Stimulates consumer demand to obtain product distribution.