Chapter 15 Vocab - Marketing Management

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response

a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media

one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors

the process by which we exchange or share meaning through a common set of symbols

direct, face-to-face communication between 2 or more people

the communication of a concept or message to large audiences

the originator of the message in the communication process

the conversion of a sender's ideas and thoughts into a message, usually in the form of word or signs

a medium of communication --such as a voice, radio, or newspaper—for transmitting a message

anything that interferes with, distorts, or slows down the transmission of information

the person who decodes a message

interpretation of the language and symbols sent by the source through a channel

the receiver's response to a message

the combination of promotional tools—including advertising, public relations, personal selling, sales promotion, and social media—used to reach the target market and fulfill the organization's overall goals

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

public info about a company, product, service, or issue appearing in the mass media as a news item

marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness

a purchase situation involving a personal, paid-for communication between 2 people in an attempt to influence each other

a category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space

a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services

a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands' value to customers

a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action

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

a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

a marketing strategy that stimulates consumer demand to obtain product distribution

impersonal, one-way mass communication about a product or organization that is paid