BUS 202 Lecture Notes - Lecture 13: Sales Promotion, Institute For Operations Research And The Management Sciences, Noise

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 202
• Professor: dontremember

Document Summary

Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. p. 414, 436. A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action. p. 418 channel. A medium of communication, such as a voice, radio, or newspaper, for transmitting a message. p. 409 communication the process by which we exchange or share meanings through a common set of symbols. p. 407 competitive advantage. Interpretation of the language and symbols sent by the source through a channel. p. 409. The (cid:272)o(cid:374)versio(cid:374) of the se(cid:374)der"s ideas a(cid:374)d thoughts i(cid:374)to a (cid:373)essage, usually i(cid:374) the form of words or signs. p. 408. The re(cid:272)eiver"s response to a message. p. 410. See integrated marketing communications. integrated marketing communications (imc) interpersonal communication mass communication noise.