| A | B |
|---|
| promotion | any form of communication used to inform, persuade, or remind. |
| effective communication | the exchange of information so there is common understanding by all participants. |
| personal selling | the direct, individualized communication with prospective customers to assess their needs and assist with satisfying needs to purchase. |
| advertising | any paid form of communication through mass media directed at identified consumers to provide information and influence their actions. |
| merchandising | includes a set of promotional activities designed to generate sales in the retail setting. |
| mass promotion | directed to MANY people in same target group; cost low |
| personalized promotion | directed to MANY people in same target group; cost low |
| mass personalization | starts with mass media and then moves to more of a personalized selling experience |
| sender | person who starts effective communication |
| receiver | person who gets the effective communication |
| encoding | preparing the information to be communicated |
| decoding | interprets the information |
| feedback | the response from the communication loop (receiver to sender) |
