mkt ch 16

word-of-mouth

WOM communication is personal, informal exchanges of communication that customers share with one another about products, brands and companies

reduce sales fluctuations

a business cannot operate at peak efficiently when sales fluctuate widely. holidays and seasonal products

publicity

a non-personal communication in a news-story form about an organization, its products, or both

advertising

a paid non personal communication about an organization and its products transmitted to a target audience through mass media

personal selling

a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation

pioneer promotion

a way to stimulate primary demand, promotion that informs consumers about a new product

promotion

communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products - goal is to stimulate product demand and build customer relationships

decoding process

converting signs and symbols into concepts and ideas

integrated marketing communications

coordinating multiple marketing tools to produce this synergistic effect requires a marketer to employ a broad perspective. - is increasingly accepted - consistent message to customers - coordinate/manage promotional efforts

the coordination of promotion and other marketing efforts for maximum information and persuasive impact defines

integrated marketing communication

promotion and communication process

nn

anything that reduces a communication's accuracy and clarity is

noise

promotion mix

personal selling, public relations, sales promotion, advertising

.. refers to demand for a product category rather than for a specific brand of product

primary demand

communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

promotion

target market

size, geographic distribution, demographic characteristics

is promotion deceptive?

some are, but not all promotion should be condemned - laws, government regulation, and industry self-regulation have helped decrease deceptive promotion

receiver

the individual group, or organization that decodes a coded message