Chapter 15: Marketing Communications

These flashcards are designed to help you study key vocabulary terms related to marketing communications.

Promotion

Communication by marketers that informs, persuades, and reminds potential buyers of a product to influence an opinion or elicit a response.

Competitive Advantage

One or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors.

Promotional Strategy

A plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media.

Communication

The process by which we exchange or share meaning through a common set of symbols.

Interpersonal Communication

Direct, face-to-face communication between two or more people.

Mass Communication

Communication to large audiences where the audience cannot respond immediately to the message.

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 that enables communicators to decide whether to continue, modify, or drop a message.

AIDA Concept

A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement: Attention, Interest, Desire, Action.

Integrated Marketing Communications (IMC)

The careful coordination of all promotional messages for a product/service to ensure consistency at every point of consumer contact.

Promotional Mix

The combination of promotional tools, including advertising, public relations, personal selling, sales promotion, and social media, used to reach target market.

Public Relations (PR)

The marketing function that evaluates public attitudes and executes programs of action to earn public understanding and acceptance.

Sales Promotion

Marketing activities, other than personal selling, advertising, and public relations, that stimulate consumer buying and dealer effectiveness.

Push Strategy

A marketing strategy using aggressive personal selling and trade advertising to convince a wholesaler or retailer to carry and sell particular merchandise.

Pull Strategy

A marketing strategy that stimulates consumer demand to obtain product distribution.