BUS 343 Study Guide - Viral Marketing, Sales Promotion, Mass Communication

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Zaheer Jiwani

Document Summary

Promotion: the coordination of a marketer"s communication efforts to influence attitudes or behavior. Integrate marketing communication (imc): a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. Multichannel promotional strategy: a marketing communication strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities. Word-of-mouth communication: communication that takes place when consumers provide information about products to other consumers. Communications model: the process whereby meaning is transferred from a source to a receiver. Encoding: the process of translating an idea into a form of communication that will covey meaning. Source: an organization or individual that sends a message. Message: the communication in physical form that goes from a sender to a receiver. Medium: a communication vehicle through which a message is transmitted to a target. Receiver: the organization or individual that intercepts and interprets the message.