marketing ch 14 and 16 – Flashcards
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communication
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the process by which meanings are exchanged through a common set of symbols
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Interpersonal communication
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face-to-face communication between 2 or more people
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Mass communication
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communicating a message to large audiences
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sender
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the originator of the message in commm process
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encoding
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the conversion of senders ideas in to a message, usually in form of words and signs
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channel
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voice, radio, newspaper ; a medium of communication for transmitting a message
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receivers
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the person who decodes message
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noise
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anything tht interferes with transmission of info
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decoding
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interpretation of the language and symbols sent by the source through a channel
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feedback
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the receivers response to the message
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promotional mix
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the combo of promotional tools: advertising, public relations, personal selling, sales promotion, and social media- used to reach the target market and fulfill the org's goals.
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advertising
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a form of non-personal, one-way paid communication in which the sponsor/company is identified. reason to buy
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public relations
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non-personal, one-way communication evaluating public attitudes, and developing activities to earn public understanding and acceptance. Includes maintaining a positive image, educating stakeholders about company goals, introducing new products and helping the sales force
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Publicity
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company-related public information appearing in the media as a news item. Company does not pay/not identified as the source.
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sales promotion
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non-personal, one-way communication activities( other than advertising, public relations, personal selling) that stimulate consumer demand and dealer (wholesalers and retailers) effectiveness. Goal is immediate purchase rather than image- building.short term incentive to buy
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personal selling
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two-way, personal interaction between buyers and sellers. A purchase situation involving a personal, paid for communication between two (or more) people in an attempt to influence each other.
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social media
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indirect, instant promotion tools used to facilitate communication/interactions among people online )(e.g., blogs, podcasting, microblogs such as Twitter)
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paid media
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company pays for media space
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earned media
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media coverage (via public relations) where the goal is to get people talking (positively!) about the product/brand company
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owned media
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companies publish their own content to maximize customer value (e.g., company website, official presence on social platforms)
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AIDA concept
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Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention- advertising and public relations, social media Interest- advertising and public relations, personal selling, social media Desire- sales promotion, personal selling Action- sales promotion, personal selling,
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integrated marketing communications (IMC)
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the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer.
