marketing ch 14 and 16

communication
the process by which meanings are exchanged through a common set of symbols
Interpersonal communication
face-to-face communication between 2 or more people
Mass communication
communicating a message to large audiences
sender
the originator of the message in commm process
encoding
the conversion of senders ideas in to a message, usually in form of words and signs
channel
voice, radio, newspaper ; a medium of communication for transmitting a message
receivers
the person who decodes message
noise
anything tht interferes with transmission of info
decoding
interpretation of the language and symbols sent by the source through a channel
feedback
the receivers response to the message
promotional mix
the combo of promotional tools: advertising, public relations, personal selling, sales promotion, and social media- used to reach the target market and fulfill the org’s goals.
advertising
a form of non-personal, one-way paid communication in which the sponsor/company is identified. reason to buy
public relations
non-personal, one-way communication evaluating public attitudes, and developing activities to earn public understanding and acceptance. Includes maintaining a positive image, educating stakeholders about company goals, introducing new products and helping the sales force
Publicity
company-related public information appearing in the media as a news item. Company does not pay/not identified as the source.
sales promotion
non-personal, one-way communication activities( other than advertising, public relations, personal selling) that stimulate consumer demand and dealer (wholesalers and retailers) effectiveness. Goal is immediate purchase rather than image- building.short term incentive to buy
personal selling
two-way, personal interaction between buyers and sellers. A purchase situation involving a personal, paid for communication between two (or more) people in an attempt to influence each other.
social media
indirect, instant promotion tools used to facilitate communication/interactions among people online )(e.g., blogs, podcasting, microblogs such as Twitter)
paid media
company pays for media space
earned media
media coverage (via public relations) where the goal is to get people talking (positively!) about the product/brand company
owned media
companies publish their own content to maximize customer value (e.g., company website, official presence on social platforms)
AIDA concept
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.

Attention- advertising and public relations, social media

Interest- advertising and public relations, personal selling, social media

Desire- sales promotion, personal selling

Action- sales promotion, personal selling,

integrated marketing communications (IMC)
the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer.