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Approach to communication based on interactive social media and conversational communication styles
social communication model
The new social model of customer communication differs from the conventional promotion model in a number of significant ways.
The Social Model of Customer Communication
The single most important idea an advertiser hopes to convey to the target audience about its products or the company
Blend of communication vehicles— advertising, direct marketing, personal selling, sales promotion, social media, and public relations— that a company uses to reach current and potential customers
Promotional strategy that focuses on intermediaries, motivating them to promote or push products toward end users
Promotional strategy that stimulates consumer demand via advertising and other communication efforts, thereby creating a pull effect through the channel
Strategy of coordinating and integrating communication and promotion efforts with customers to ensure greater efficiency and effectiveness
integrated marketing communications ( IMC)
To maximize efficiency and consis-tency, companies need to integrate their customer communication efforts. However, customers also inte-grate messages on the receiving end— including messages that might contradict messages from the company.
Message Integration in Customer Communication
The delivery of announcements and promotional messages via time or space purchased in various media
Advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products
Advertising that presents a company's opinions on public issues such as education or health care
Creative tactic designed to capture the audience's attention and promote preference for the product or company being advertised
Communications channels, such as newspapers, radio, television, and the World Wide Web
Direct communication other than personal sales contacts designed to stimulate a measurable response
Computer file that contains contact histories, purchase records, and profiles of each buyer or potential buyer
Automated presentation of ads that are related to either the results of an online search or the content being displayed on other webpages
search engine marketing
The use of television commercials and longer- format infomercials that are designed to stimulate an immediate purchase response from viewers
direct response television
Approach in which the salesperson acts as a consultant and advisor to help customers find the best solutions to their personal or business needs
The Personal-Selling Process
The personal-selling process can involve up to seven steps, starting with prospecting for sales leads and ending with following up after the sale has been closed.
Wide range of events and activities designed to promote a brand or stimulate interest in a product
Certificates that offer discounts on particular items and are redeemed at the time of purchase
Advertising or other display materials set up at retail locations to promote products to potential customers as they are making their purchase decisions
point-of-purchase ( POP) display
Advertising that appears on various items such as coffee mugs, pens, and calendars, designed to help keep a company's name in front of customers
Sales- promotion efforts aimed at inducing distributors or retailers to push a producer's products
Discounts or other financial considerations offered by producers to wholesalers and retailers
Communication vehicles such as blogs, user- contributed content sites, and social booking sites, in which customers and other members of the public can participate
Communication among customers and other parties, transmitting information about companies and products through personal conversations
word of mouth
Approach to customer communication in which companies initiate and facilitate conversations in a networked community of potential buyers and other interested parties
Formal or informal groups of people united by their interest in and ownership of particular products
Nonsales communication that businesses have with their various audiences ( includes both communication with the general public and press relations)
Brief statement or video program released to the press announcing new products, management changes, sales performance, and other potential news items; also called a news release
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