Chapter 10.docx

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Business Administration
BUS 343
Zaheer Jiwani

Chapter 10 One-to-many: the traditional communication model Promotion: The coordination of a marketer’s communication efforts to influence attitudes or behavior. Integrate marketing communication (IMC): A strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. Multichannel promotional strategy: A marketing communication strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities. Word-of-mouth communication: Communication that takes place when consumers provide information about products to other consumers.  The communications model Communications model: The process whereby meaning is transferred from a source to a receiver.  The source encodes Encoding: The process of translating an idea into a form of communication that will covey meaning. Source: An organization or individual that sends a message.  The message Message: The communication in physical form that goes from a sender to a receiver.  The medium Medium: A communication vehicle through which a message is transmitted to a target audience.  The receiver decodes Receiver: The organization or individual that intercepts and interprets the message. Decoding: The process by which a receiver assigns meaning to the message.  Noise Noise: Anything that interferes with effective communication.  Feedback Feedback: Receivers’ reactions to the message.  The traditional promotion mix Promotion mix: The major elements of marketer-controlled communication, including advertising, sales promotion, public relations, personal selling, and direct marketing.  Maxx communications Mass communication: Relates to television, radio, magazines, and newspapers. Advertising: Nonpersonal communication from an identified sponsor using mass media. Many-to-many: the new media communication model Groundswell: A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations.  Buzz Building Buzz: Word-of-mouth communication that customers view as authentic.  Viral marketing Viral marketing: Marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers.  Brand ambassadors or brand evangelists Brand ambassadors or brand evangelists: Loyal customers of a brand recruited to communicate and be sales people with other consumers for a brand they care a great deal about.  New social media Social media: Internet-based platforms t
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