Marketing Ch. 15 Vocab

Question 1

Involves communicating to huge audiences, usually thru mass media: magazines/radio/tv/newspaper

Accepted Answer

mass communication

Question 2

The customer's positive feelings about an org, product or service

Accepted Answer

goodwill

Question 3

Th receiver's reaction or response to the source's message

Accepted Answer

feedback

Question 4

Interference that can cause the message to be interpreted by the receiver incorrectly

Accepted Answer

noise

Question 5

Involves two or more people in some kind of person-to-person exchange

Accepted Answer

interpersonal communication

Question 6

The source or originator of the message in the communication process

Accepted Answer

sender

Question 7

An activity or material that offers consumers a direct incentive to buy a good or service

Accepted Answer

sales promotion

Question 8

Putting the message into language or symbols that are familiar to the intended receiver

Accepted Answer

encoding

Question 9

Paid form of nonpersonal communication sent thru a mass medium by an org about its prods/servs

Accepted Answer

advertising

Question 10

Interpreting the message or symbols & converting them into concepts & ideas

Accepted Answer

decoding

Question 11

Blend of the 4 promotional elements into a strategy to deliver a message to the target market

Accepted Answer

promotional mix

Question 12

The person or persons to whom the message is directed

Accepted Answer

receiver

Question 13

In marketing the transfer of a message from a sender to a receiver to facilitate an exchange

Accepted Answer

communication process

Question 14

Any form of communication used to inform/persuade/remind consumers about a org's prods/servs

Accepted Answer

promotion

Question 15

Nonpaid form of communication about a business/org that is transmitted thru a mass medium

Accepted Answer

publicity

Questions 15