COMMERCE 2MA3 Study Guide - Final Guide: Marketing Buzz, Channel (Communications), Augmented Reality
1 May 2016
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Document Summary
Promotion: the communication link between buyers and sellers, the function of informing, persuading, and influencing a consumer"s purchase decision. Communication is the broad term referring to the transmission of a message from sender to receiver. Marketing communications: messages that deal with the buyer-seller relationships. These messages are sent through a variety of media, including tv, radio, direct mail, magazines, the internet, and cell phones. A company needs to coordinate all these messages so they make the greatest impact without overdoing it and causing consumers to completely tune them out. Advertising: any paid, non-personal communication through various media about a business firm, not-for-profit organization, product, or idea by a sponsor identified in a message. Primarily involves mass media: tv, print, radio, billboards. Also includes web commercials, streaming videos and in store monitors. Serves as a major promotional mix component for thousands of firms and not-for-profits.
