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Chapter 16 Promotion

Chapter 16 Promotion - Chapter 16 Promotion 1 Promotion...

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Chapter 16: Promotion 1. Promotion- communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response 2. Promotional strategy- a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion 3. Competitive advantage- one or more unique aspects of an organization that cause consumes to patronize that firm rather than competitors 4. Communication- the process by which we exchange or share meanings through a common set of symbols 5. Interpersonal communication- direct, face to face communication between two or more people 6. Mass communication- the communication of a concept or message to large audiences 7. Sender- the originator of the message in the communication process 8. Encoding- the conversion of a sender’s ideas and thoughts into a message, usually in the forms of words or signs 9.
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