key terms unit 6 (promotions) marketing. any form of communication used to inform, persuade, and...
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KEY TERMSUNIT 6
(PROMOTIONS)
Marketing
ANY FORM OF COMMUNICATION USED TO INFORM, PERSUADE, AND
REMIND CONSUMERS ABOUT A PRODUCT.
Promotion
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THE METHOD OF TRANSFERRING A MESSAGE
FROM A SENDER TO A RECEIVER.
Communication Process
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THE SOURCE OR ORIGINATOR OF THE
MESSAGE IN THE COMMUNICATION PROCESS.
Sender
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PUTTING THE MESSAGE INTO LANGUAGE OR SYMBOLS THAT
ARE FAMILIAR TO THE INTENDED RECEIVER.
Encoding
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TO INFLUENCE OR TRY TO CONVINCE A CUSTOMER TO
DO SOMETHING.
Persuade
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THE PERSON OR PERSONS TO WHOM THE ENCODED MESSAGE IS DIRECTED.
Receiver
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INTERPRETING THE MESSAGE OR SYMBOLS AND
CONVERTING THEM INTO CONCEPTS AND IDEAS.
Decoding
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ANY DISTRACTION OR INTERRUPTION THAT
CAUSES A RECEIVER TO MISS THE MESSAGE OR
MISUNDERSTAND IT.
Interference
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THE RECEIVER’S REACTION OR RESPONSE TO THE SOURCE’S MESSAGE.
Feedback
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DELIVERING MESSAGES IN PERSON.
Interpersonal Communication
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INVOLVES COMMUNICATING TO LARGE AUDIENCES, THROUGH THE MEDIA.
Mass Communication
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COMBINATION OF ADVERTISING, PUBLICITY,
PERSONAL SELLING, AND SALES PROMOTION INTO A STRATEGY
FOR DELIVERING A MESSAGE TO THE TARGET MARKET.
Promotional Mix
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ANY PAID FORM OF NONPERSONAL
COMMUNICATION SENT THROUGH A MASS MEDIUM BY A COMPANY ABOUT ITS
PRODUCT.
Advertising
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A NONPAID FORM OF COMMUNICATION THROUGH
THE MEDIA; USUALLY A NEWS STORY.
Publicity
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THE CUSTOMER’S POSITIVE FEELING ABOUT AN
ORGANIZATION, PRODUCT, OR SERVICE.
Goodwill
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DEPARTMENT WITHIN A COMPANY, WHOSE JOB IS TO
DEVELOP GOODWILL AND FAVORABLE RELATIONSHIPS.
Public Relations
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PERSON-TO-PERSON COMMUNICATION WITH POTENTIAL CUSTOMERS.
Personal Selling
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ACTIVITIES OR MATERIALS THAT OFFER CONSUMERS A DIRECT INCENTIVE TO BUY
OR ACT NOW.
Sales Promotions
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THE VEHICLES OF MASS COMMUNICATION (RADIO,
TV, INTERNET, AND PRINT).
Media
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INSTRUCTING THE RECEIVER, WITHIN THE AD
MESSAGE, TO DO SOMETHING (GO TO
WEBSITE, USE COUPON, ETC).
Directive
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The End
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