| A | B |
|---|
| The transfer of message from a sender to a receiver | communication process |
| The combination of advertising, personal selling, public relations, and sale prmotion that marketers use to reach a target market. | promotional mix |
| The medium by which the message travels. | message channel |
| Paid form of nonpersonal communication sent through mass media to deliver a marketing message to an audience | advertising |
| Interpreting language or symbols to comprehend the message. | decoding |
| The person or persons to whom the message is directed. | receiver |
| The blueprint for how the elements of the promotional mix will work together to deliver a consistent message. | promotional plan |
| Any form of communication used to inform, persuade, or remind consumers about a company's products or services. | promotion |
| An activity or material that offers consumers a direct incentive to buy a producct or service | sales promotion |
| Attempts to reach a wide audience through mass media such as radio, television, magazines, and newspapers. | mass communication |
| The effort to reach consumers by generating positive publicity. | public relations |
