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Study Guide 3 Me

Study Guide 3 Me - Ch 14 Integrated Marketing...

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Ch. 14 Integrated Marketing Communications - 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 : (1) One or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors. (2) is the set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition. - 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 organization’s overall goals. - Advertising: (1) impersonal, one-way mass communication about a product or organization that is paid for by a marketer. (2) is any form of impersonal paid communication in which the sponsor or company is identified. - 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 new 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. (1) Interpersonal communication: Direct, face-to-face communication between two or more people. (2) Mass communication: The communication of a concept or message to large audiences. - Communication process: Sender Encoding the message Message Channel Decoding the message Receiver (pg.217) (1) Sender : The originator of the message in the communication process. (2) Encoding : The conversion a sender’s ideas and thoughts into a message, usually in the form of words or signs.
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(3) Channel : A medium of communication such as a voice, radio, or newspaper—for transmitting a message. (4) Noise : anything that interferes with, distorts, or slows down the transmission of information. (5) Receiver : the person who decodes a message. (6) Decoding : interpretation of the language and symbols sent by the source through a channel. (7) Feedback : the receiver’s response to a message. - AIDA (attention, interest…)concept : (1) 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 .
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