BUS 343 Chapter Notes - Chapter 10: Viral Marketing, Sales Promotion, Direct Marketing

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Chapter 10:
1. Promotion – The combination of a marketer’s communication efforts to influence attitudes or behavior.
2. Integrated 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.
3. Multichannel Promotional Strategy – A marketing communication strategy where they combine traditional
advertising, sales promotion, and public relations activities with online buzz-building activities.
4. Word-of-mouth communication – Communication that takes place when consumers provide information about
products to other consumers.
5. Communications Model – The process whereby meaning is transferred from a source to a receiver.
6. Encoding – The process of translating an idea into a form of communication that will convey meaning.
7. Source – An organization or individual that sends a message.
8. Message – The communication in physical form that goes from sender to a receiver.
9. Medium – A communication vehicle through which a message is transmitted to a target audience.
10. Receiver – The organization or individual that intercepts and interprets the message.
11. Decoding – The process by which a receiver assigns meaning to the message.
12. Noise – Anything that interferes with effective communication.
13. Feedback – Receiver’s’ reactions the message.
14. Promotion Mix – The major elements of marketer-controlled communication, including advertising, sales
promotion, public relations, personal selling and direct marketing.
15. Mass Communication – Relates to television, radio, magazines, and newspapers.
16. Advertising – Non-personal communication from an identified sponsor using mass media.
17. 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.
18. Buzz – Word-of-mouth communication that customers view as authentic.
19. Viral Marketing – Marketing Activities that aim to increase brand awareness or sales by consumers passing a
message along to other consumers.
20. Brand Ambassadors or brand evangelists – Loyal customers of a brand recruited to communicate and be
salespeople with other consumers for a brand they care a great deal about.
21. Social Media – Internet-based platforms that allow users to create their own content and share it with others
who access these sites.
22. Social Networks – Sites used to connect people with other similar people.
23. Twitter – A free social networking and micro-blogging service that lets users send and read text-based posts
with a maximum of 140 characters.
24. Virtual Worlds – Online, highly engaging digital environments where avatars live and interact with other avatars
in real time.
25. Avatars – Graphic representations of users of virtual worlds.
26. Virtual Goods – Digital products bought and sold in virtual worlds that don’t exist in the real world.
27. Product Review Sites – Social media sites that enable people to post stories about their experiences with
products and services.
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