-
the combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers
promotional mix
-
the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences
integrated marketing communications
-
the process of conveying a message to others; it requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding
communication
-
the process of having a sender transform an idea into a set of symbols
encoding
-
the process of having the receiver take a set of symbols, the message, and transform the symbols back into an idea
decoding
-
ensures messages are decoded properly
pretesting
-
extraneous factors that can work against effective communication by distorting a message or the feedback received
noise
-
and paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
advertising
-
the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision
personal selling
-
a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, potential customers, stockholders, suppliers, employees, and others about a company and its products or services
public relations
-
a nonpersonal, indirectly paid presentation of an organization, product, or service
publicity
-
a short-term offer designed to arouse interest in buying a product or service
sales promotion
-
promotional element that uses direct comminication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet
direct marketing
-
directing the promotional mix to channel members to encourage them to order and stock a product
push strategy
-
directing the promotional mix at ultimate consumers to encourage them to ask thhe retailer for the product
pull strategy
-
the sequence of stages a prospective buyer goes through: awareness, interest, evaluation, trial, and adoption
hierachy of effects
-
the consumer's ability to recognize and remember the product or brand name
awareness
-
an increase in the consumer's desire to learn aboutt some of the features of the product or brand
interest
-
the consumer's appraisal of the product or brand on important attributes
evaluation
-
the consumer's actual first purchase and ise of the product or brand
trial
-
through a favorable experience on the first trial, the consumer's repeated purchase and ise of the product or brand
adoption
-
the result of direct marketing offers that contain all the information necessary for a potential buyer to make a decision to purchase and complete the transaction
direct orders
-
the result og a direct marketing offer designed to generate interest ina aproduc or a sevice and a request for additonal information
lead generation
-
the outcome of a direct marketing offer designed to motivate people to visit a business
traffic generation
|
|