Communications link between buyers and sellers; function of informing, persuading, and influencing a consumer's purchase decision.
Messages that deal with buyer-seller relationships.
Integrated Marketing Communications (IMC)
Coordination of all promotional activities to produce a unified, customer-focused promotional message.
Steps through which an individual reaches a purchase decision: attention, interest, desire, and action.
Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives
Marketing activities other than personal selling, advertising, guerrilla marketing, and public relations that stimulate consumer purchasing and dealer effectiveness.
Firm's communications and relationships with its various publics.
Unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways.
Relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity.
Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel.
Promotional effort by the seller directed to members of the marketing channel rather than final users.