Chapter_16_Glossary

Chapter_16_Glossary - Chapter 16 Glossary advertising...

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Chapter 16 Glossary advertising impersonal, one-way mass communication about a product or organization that is paid for by a marketer AIDA concept 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 channel a medium of communication—such as a voice, radio, or newspaper—for transmitting a message communication the process by which meanings are exchanged or shared through a common set of symbols competitive advantage the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition decoding interpretation of the language and symbols sent by the source through a channel encoding the conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs feedback the receiver’s response to a message integrated marketing communications (IMC) the careful coordination of all promotional messages for a product or a service to assure the
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Chapter_16_Glossary - Chapter 16 Glossary advertising...

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