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Sports Marketing Ch 9

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Promotion
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commercial (for profit) form of communication
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Promotion Mix Elements
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advertising, personal selling, sponsorships, sales promotions, and public or community relations
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Advertising
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on way form of communication through the media
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Personal Selling
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face to face selling that build customer relationships and produce sales
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Sponsorships
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investing in a sports entity to support overall organization objectives
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Sales Promotion
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short-term incentives designed to stimulate immediate demands for sports products
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Public or Community Relations
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building a good image in the community, PR
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Communication
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the process of establishing commonness of thought between the sender and receiver
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Source
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where communication originates
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Encoding
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the translating of the senders thoughts or ideas into a message
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Message
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the exact content of the words and symbols to be transmitted to the receiver
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Medium
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the channel that a message is transmitted
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Decoding
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performed by the receiver is the interpretation of the message sent by the source through the channel
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Receiver
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the audience, or object of the sources message
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Feedback
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the response a target audience makes to a message
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Noise
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interference in the communication process
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Push Strategy
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promotional strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise
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Pull Strategy
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Promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers
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Integrated Marketing Communications
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carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products (one key message)