Marketing Chapter 14

source

a company or person who has information to convey during the communications process

public relations

a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as _______

publicity

a nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial or product announcement is referred to as ____

direct marketing

a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as _____

field of experience

a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process

mass selling

advertising, sales promotion, and public relations are often said to use _____ because they are used with groups of prospective buyer

a channel of communication

communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, _______, a receiver, and the processes of encoding and decoding

receivers

consumers who read, hear, or see the message sent by a source during the communication process are referred to as ______

9%

direct marketing currently accounts for about ____ of the total U.S gross domestic product

decoding

having the receiver take a set of symbols, the message, and transform them back to an idea

response

in the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communication process is referred to as _____

promotion

the _____ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing

Integrated marketing communications (IMC)

the concept of designing marketing communications programs that coordinate all promotional activities- advertising, personal selling, sales promotion, public relations, and direct marketing- to provide a consistent message across all audience is referred to as _______

message

the information sent by a source to a receiver during the communication process is referred to as ______

communication

the process of conveying a message to others that requires six elements- a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding- is referred to as _______

lead generation

the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information

feedback

the sender's interpretation of the response that indicates whether the message was decoded and understood as intended

personal selling

the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision