chapter 15

chapter 15 - Chapter 15 Promotional mix combination of one...

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Chapter 15 Promotional mix – combination of one or more of the communication tools used to inform, persuade, or remind buyers Integrated Marketing Communication – Concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences Communication – process of conveying a message - source (company or person) message channel of communication (salesperson, ad, PR) receivers The communication process o Encoding –process of having the sender transform an idea into a set of symbols o Decoding – is having the receiver take a set of symbols and transform it to the idea o Decoding is based on attitudes, values, and beliefs o Errors in communicating messages Abstract idea is not effectively conveyed using a set of symbols Message sent through the wrong channel Not received properly (bad translations, KFC) Delayed or distorted o Field of experience – a similar understanding to apply the message o Feedback loop – response and feedback Response – the impact the message had Feedback – sender’s interpretation of the response Pretesting o Noise – extraneous factors that can work against effective communication by distorting a message or the feedback Five promotional alternatives: advertising, personal selling, public relations, sales
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This note was uploaded on 04/14/2010 for the course AEM 2400 at Cornell.

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chapter 15 - Chapter 15 Promotional mix combination of one...

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