| A | B |
|---|
| advertising | paid form of nonpersonal communication sent through mass media to deliver a marketing message to an audience |
| broadcast media | a signal is sent from a central transmitter to receivers in a geographic area |
| communication process | the transfer of a message from a sender to a receiver |
| decoding | interpreting language or symbols to comprehend the message |
| encoding | sender converts an idea into a message that the receiver can understand |
| feedback | the receiver’s response to the message |
| interpersonal communication | any person-to-person exchange |
| mass communication | an attempt to reach a wide audience through mass media such as radio, television, magazines, and newspapers |
| message | what is being communicated |
| message channel | the medium by which the message travels |
| noise | any distracting information in the transmission, the message channel, or the receiver’s environment that may inhibit or distract from the message |
| personal selling | person-to-person communication with a potential customer in an effort to inform, persuade, or remind the customer to purchase an organization’s products or services |
| promotion | any form of communication used to inform, persuade, or remind consumers about a company’s products or services |
| promotional mix | the combination of advertising, personal selling, public relations, and sales promotion that marketers use to reach a target market |
| promotional plan | the blueprint for how the elements of the promotional mix will work together to deliver a consistent message |
| public relations (PR) | the effort to reach consumers by generating positive publicity |
| publicity | any nonpaid mention of a product, service, company, or cause |
| receiver | the person or persons to whom the message is directed |
| sales promotion | an activity or material that offers consumers a direct incentive to buy a product or service |
| sender | the source of the message being sent |
