Chapter 15 and 16 Vocabulary

Chapter 15 and 16 Vocabulary - Promotional Mix Integrated...

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Chapter 15 and 16 Vocabulary Promotional Mix Combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers Integrated Marketing Communication s 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 to others Encoding Process of having the sender transform an idea into a set of symbols Decoding Process of having the receiver take a set of symbols, the message, and transform the symbols back to an idea Feedback Sender’s interpretation of the response and indicates whether the message was decoded and understood Advertising Any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor Personal Selling Two-way flow of communication between a buyer and seller, often in a face to face encounter, designed to influence a person’s or group’s purchase decision
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This document was uploaded on 10/27/2011 for the course MKT 291 at Miami University.

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Chapter 15 and 16 Vocabulary - Promotional Mix Integrated...

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