MARK TEST 3 - Chapter 14 Promotion communication by...

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Chapter 14: Promotion: communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional strategy: a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion. Competitive advantage: one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors. Promotional mix: the combination of promotional tools-including advertising, public relations, personal selling, and sales promotion-used to reach the target market and fulfill the organizations overall goals. Advertising: impersonal, one-way mass communication about a product or organization that is paid for by a marketer. Public Relations: 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. Publicity: public information about a company, product, service, or issue appearing in the mass media as a news item. Sales promotion: marketing activities other than personal selling, advertising, and public relations that stimulate consumer buying and dealer effectiveness. Personal selling: a purchase situation involving a personal paid-for communication between two people in an attempt to influence each other. Communication: the process by which we exchange or share meanings through a common set of symbols. Interpersonal communication: direct, face to face communication between two or more people. Mass communication: the communication of a concept or message to large audiences. Sender: the originator of the message in the communication process. Encoding: the conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs. Channel: a medium of communication: such as voice, radio, or newspaper for transmitting a message.
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Noise: anything that interferes with, distorts, or slows down the transmission of information. Receiver: the person who decodes a message. Decoding: interpretation of the language and symbols sent by the source through a channel. Feedback: the receiver’s response to a message. Corporate blogs: blogs that are sponsored by a company or one of its brands and maintained by one ore more of the company’s employees. Noncorporate blogs: independent blogs that are not associated with the marketing efforts of any particular company or brand.
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