{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Chapter18-19_Final_Study_Guide

Chapter18-19_Final_Study_Guide - Marketing FINAL textbook...

Info icon This preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing FINAL - textbook 01/02/2009 20:10:00 Chapter 18 Promotional Mix  – the combination of one or more of: advertising, personal  selling, sales promotion, public relations, direct marketing Used to: o 1. Inform prospective buyers about the benefits of the product o 2. Persuade them to try it o 3. Remind them later about benefits they enjoyed from it Integrated Marketing Communications  – designing marketing communications  programs that coordinate all promotional activities to provide a consistent message  across all audiences Communication – the process of conveying a message to others: Source – company or person who has information to convey Message – the information sent by a source Channel of Communication – how the message is conveyed (salesperson,  media) Receiver – consumers who hear, read, etc, the message Encoding – process of having the sender transform the idea into a set of  symbols Decoding – process of having the receiver take a set of symbols and  transform them back to an idea Field of experience – a similar understanding and knowledge that is applied to  the message
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
Response – the impact the message has on the receiver’s attitude, knowledge,  behavior Feedback – the sender’s interpretation of the response – indicates whether or not  the message was decoded and understood as intended Noise – extraneous factors that can work against effective communication by  distorting a message or the feedback received (printing mistake, typo, misunderstanding  of language used) The Promotional Elements! Advertising Any paid form of nonpersonal communication about an organization, good,  service, or idea by an identified sponsor o Paid – space for advertising message must be bought o Nonpersonal – mass media, no immediate feedback loop; Advantages: o Attention-getting o Communicates specific product benefits to prospective buyers Company can control what it wants to say and to whom Disadvantages: o High cost and lack of direct feedback Personal Selling: Two-way flow of communication between a buyer and seller, designed to  influence a person’s or group’s purchase decision
Image of page 2
Face to face communication Advantages: o Salesperson can control to whom the presentation is made Reduce wasted coverage o Seller can see or hear the buyer’s reaction to the message and can  modify it based on the reaction Disadvantages: o Different salespeople can change the message so that no consistent  communication is given to all customers o High cost!! 
Image of page 3

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

View Full Document Right Arrow Icon
Image of page 4
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