MKTG 330 Chapter Notes - Chapter 1: Personal Selling, Marketing Communications, Product Placement

• School: College of Charleston
• Department: Marketing
• Course: MKTG 330
• Professor: Kaplan

Document Summary

Marketing communications: correct term for advertising ex coupons product placement etc. Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. type of communication structured form of applied communication directed to message receivers. Most is paid for by sponsors used to advocate variety of ideas. Lifetime customer value (ltcv) a measurement of a consumer"s economic value to a company over the course of his or her entire lifetime which comes from developing lasting relationships. Source: in oral communication, this party formulates the idea, encodes it as a message, and sends it via some channel to the receiver. Encoding: translating an idea or message into words, symbols, and illustrations. Message: in oral communication, the idea formulated and encoded by the source and sent to the receiver.