Glossary
Chapter 15: Promotion: An OverviewJump to a chapter's terms: 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24
- Adopter categories
- Five groups into which customers can be divided according to the length of time it takes them to adopt a product: innovators, early adopters, early majority, late majority and laggards. p. 462
- Adoption stage
- The final stage of product acceptance, when customers choose the specific product when they need a product of that type. p. 460
- Advertising
- A paid form of non- personal communication about an organisation and its products that is transmitted to a target audience through a mass medium. p. 464
- Awareness stage
- The beginning of the product adoption process, when individuals become aware that the product exists but have little information about it. p. 459
- Brand attitude
- A consumer's particular impression of a brand, formed by emotions and logic or cognitive beliefs. p. 463
- Brand awareness
- The consumer's ability to identify a manufacturer's or retailer's brand in sufficient detail to distinguish it from other brands. p. 463
- Brand purchase intention
- The consumer's decision and efforts to purchase the particular product. p. 463
- Category need
- The consumer's perception of his or her need for a product in a certain category. p. 463
- Channel capacity
- The limit on the volume of information that a particular communication channel can handle effectively. p. 458
- Coding process
- The process of converting meaning into a series of signs that represent ideas or concepts; also called encoding. p. 456
- Communication
- A sharing of meaning through the transmission of information. p. 456
- Decoding process
- The process in which signs are converted into concepts and ideas. p. 457
- Direct mail
- A method of communication used to entice prospective customers or charitable donors to invest in products, services or worthy causes. p. 468
- Direct marketing
- A decision by a company's marketers to select a marketing channel which avoids dependence on marketing channel intermediaries and to focus marketing communications activity on promotional mix ingredients which deal directly with targeted customers. p. 468
- Early adopters
- People who choose new products carefully and are often consulted by people from the remaining adopter categories. p. 462
- Early majority
- People who adopt products just prior to the average person. p. 462
- Evaluation stage
- The stage of the product adoption process when customers decide whether the product will satisfy certain criteria that are crucial for meeting their specific needs. p. 460
- Feedback
- The receiver's response to a message. p. 457
- Five communication effects
- Communication aims that include category need, brand awareness, brand attitude, brand purchase intention and purchase facilitation. p. 463
- Innovators
- The first people to adopt a new product. p. 462
- Interest stage
- The stage of the product adoption process when customers are motivated to obtain information about the product's features, uses, advantages, disadvantages, price or location. p. 460
- Internet
- A network of computer networks stretching across the world, linking computers of different types. p. 468
- Kinesic communication
- Body language, including winking, head nodding, hand gestures and arm motions. p. 465
- Laggards
- The last people to adopt a new product, suspicious of new products and oriented towards the past. p. 462
- Late majority
- People who are quite sceptical about new products but eventually adopt them because of economic necessity or social pressure. p. 462
- Medium of transmission
- The tool used to carry the coded message from the source to the receiver or receiving audience. p. 457
- Noise
- A condition that exists when the decoded message is different from what was encoded. p. 457
- Personal selling
- The use of personal communication in an exchange situation to inform customers and persuade them to purchase products. p. 465
- Product adoption process
- A series of five stages in the acceptance of a product: awareness, interest, evaluation, trial and adoption. p. 459
- Promotion
- Communication with individuals, groups or organisations in order to facilitate exchanges by informing and persuading audiences to accept a company's products. p. 454
- Promotional mix
- The specific combination of ingredients an organisation uses to promote a product, traditionally including four ingredients: advertising, personal selling, publicity and public relations, and sales promotion. p. 464
- Proxemic communication
- A subtle form of communication used in face-to-face interactions when either person varies the physical distance that separates the two. p. 465
- Public relations
- Managing and controlling the process of using publicity effectively. p. 466
- Publicity
- Non-personal communication in news story form about an organisation and/or its products that is transmitted through a mass medium at no charge. p. 465
- Pull policy
- A promotional policy in which a business promotes directly to consumers in order to develop a strong consumer demand for its products. p. 472
- Purchase facilitation
- Circumstances that make it possible for the consumer to purchase the product: availability, location, price and familiarity of vendor. p. 463
- Push policy
- A promotional policy in which the producer promotes the product only to the next institution down the marketing channel. p. 472
- Receiver
- An individual, group or organisation that decodes a coded message. p. 456
- Receiving audience
- Two or more receivers who decode a message. p. 456
- Sales promotion
- An activity or material that acts as a direct inducement by offering added value to or incentive for the product to resellers, salespeople or consumers. p. 466
- Source
- A person, group or organisation that has an intended meaning it attempts to share with an audience. p. 456
- Sponsorship
- The financial or material support of an event, activity, person, organisation or product by an unrelated organisation or donor. p. 467
- Tactile communication
- Interpersonal communication through touching, including shaking hands. p. 465
- Telemarketing
- Direct selling over the telephone, relying heavily on personal selling. p. 465
- Trial stage
- The stage of the product adoption process when individuals use or experience the product for the first time. p. 460