MKTG Chapter 17
Public Relations
A broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.
Promotion Mix
A combination of promotional methods used to promote a specific product
Word-of-mouth communication
A not paid, personal informal exchanges of communication that customers share with one another about products, brands, and companies.
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.
Source
A person, group, or organization with a meaning it tries to share with a receiver or an audience.
Communication
A sharing of meaning through the transmission of information
Viral Marketing
A strategy to get consumers to share a marketer's message, often through an e-mail or online videos, in a war that spreads dramatically and quickly.
Sales Promotion
An activity or material that acts as a direct inducement, offering added value or incentive for the product to sellers, salespeople, or consumers.
Buzz Marketing
An attempt to incite publicity and public excitement surrounding a product through a creative event
Noise
Anything that reduces a communication's clarity and accuracy
Promotion
Communication to build and maintain relationships by informing and persuading one or more audiences
Coding Process
Converting meaning into a series of signs or symbols
Decoding Process
Converting signs or symbols into concepts and ideas
Integrated Marketing Communications
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact.
Primary Demand
Demand for a product category rather than for a specific brand
Selective Demand
Demand for a specific brand
Pull Policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel.
Push Policy
Promoting a product only to the next institution down the marketing channel.
Pioneer Promotion
Promotion that informs consumers about a new product
Receiver
The individual, group, or organization that decodes a coded message
Channel Capacity
The limit on the volume of information a communication channel can handle effectively
Communication Channel
The medium of transmission that carries the coded message from the source to the receiver
Feedback
The receiver's response to a decoded message
Product Placement
The strategic location of products or product promotions within entertainment media content to reach the product's target market.
