CHAPTER 15 - Marketing Notes CHAPTER 15 Promotional Mix...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing Notes CHAPTER 15 Promotional Mix: Combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers. These tools include: Advertising Personal selling Sales promotion Public relations Direct marketing All of these tools can be used to: 1. Inform prospective buyers about the benefits of the product 2. Persuade them to try it 3. Remind them later about the benefits they enjoyed by using the product. Integrated Marketing Communications (IMC): Concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences. The Communication Process Communication: Process of conveying a message to others. Source: company or person who has info to convey. Message: information sent by a source. Channel of communication: way message is conveyed, such as a salesperson. Receiver: Consumers who read, hear, or see the message. (perform decoding) Encoding: Process of having the sender transform an idea into a set of symbols.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Decoding: The process of having the receiver take a set of symbols, the message, and transform them back to an idea. In order to effectively communicate a message, the sender and receiver must have a mutually shared field of experience (a similar understanding and knowledge they apply to the message). Feedback Feedback loop: a response and feedback . A response is the impact the message had on the receiver’s knowledge, attitudes, or behaviors. Feedback is the sender’s interpretation of the response and indicates whether the message was decoded and understood as intended.
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern