KEY TERMSUNIT 6

(PROMOTIONS)

Marketing

ANY FORM OF COMMUNICATION USED TO INFORM, PERSUADE, AND

REMIND CONSUMERS ABOUT A PRODUCT.

Promotion

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THE METHOD OF TRANSFERRING A MESSAGE

FROM A SENDER TO A RECEIVER.

Communication Process

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THE SOURCE OR ORIGINATOR OF THE

MESSAGE IN THE COMMUNICATION PROCESS.

Sender

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PUTTING THE MESSAGE INTO LANGUAGE OR SYMBOLS THAT

ARE FAMILIAR TO THE INTENDED RECEIVER.

Encoding

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TO INFLUENCE OR TRY TO CONVINCE A CUSTOMER TO

DO SOMETHING.

Persuade

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THE PERSON OR PERSONS TO WHOM THE ENCODED MESSAGE IS DIRECTED.

Receiver

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INTERPRETING THE MESSAGE OR SYMBOLS AND

CONVERTING THEM INTO CONCEPTS AND IDEAS.

Decoding

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ANY DISTRACTION OR INTERRUPTION THAT

CAUSES A RECEIVER TO MISS THE MESSAGE OR

MISUNDERSTAND IT.

Interference

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THE RECEIVER’S REACTION OR RESPONSE TO THE SOURCE’S MESSAGE.

Feedback

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DELIVERING MESSAGES IN PERSON.

Interpersonal Communication

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INVOLVES COMMUNICATING TO LARGE AUDIENCES, THROUGH THE MEDIA.

Mass Communication

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COMBINATION OF ADVERTISING, PUBLICITY,

PERSONAL SELLING, AND SALES PROMOTION INTO A STRATEGY

FOR DELIVERING A MESSAGE TO THE TARGET MARKET.

Promotional Mix

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ANY PAID FORM OF NONPERSONAL

COMMUNICATION SENT THROUGH A MASS MEDIUM BY A COMPANY ABOUT ITS

PRODUCT.

Advertising

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A NONPAID FORM OF COMMUNICATION THROUGH

THE MEDIA; USUALLY A NEWS STORY.

Publicity

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THE CUSTOMER’S POSITIVE FEELING ABOUT AN

ORGANIZATION, PRODUCT, OR SERVICE.

Goodwill

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DEPARTMENT WITHIN A COMPANY, WHOSE JOB IS TO

DEVELOP GOODWILL AND FAVORABLE RELATIONSHIPS.

Public Relations

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PERSON-TO-PERSON COMMUNICATION WITH POTENTIAL CUSTOMERS.

Personal Selling

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ACTIVITIES OR MATERIALS THAT OFFER CONSUMERS A DIRECT INCENTIVE TO BUY

OR ACT NOW.

Sales Promotions

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THE VEHICLES OF MASS COMMUNICATION (RADIO,

TV, INTERNET, AND PRINT).

Media

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INSTRUCTING THE RECEIVER, WITHIN THE AD

MESSAGE, TO DO SOMETHING (GO TO

WEBSITE, USE COUPON, ETC).

Directive

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The End

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