Marketing Ch. 15

2. what is being communicated
4. relations the effort to reach consumers by generating positive publicity
5. any form of communication used to inform, persuade, or remind consumers about a company''s products or services
9. paid form of nonpersonal communication sent through mass media to deliver a marketing message to an audience
12. the person or persons to whom the message is directed
15. process the transfer of a message from a sender to a receiver

1. selling person-to-person communication with a potential customer in an effort to inform, persuade, or remind the customer to purchase an organization''s products or services
3. promotion an activity or material that offers consumers a direct incentive to buy a product or service
4. mix the combination of advertising, personal selling, public relations, and sales promotion that marketers use to reach a target market
6. the receiver''s response to the message
7. communication any person-to-person exchange
8. interpreting language or symbols to comprehend the message
10. the source of the message being sent
11. media a signal is sent from a central transmitter to receivers in a geographic area
13. sender converts an idea into a message that the receiver can understand
14. any nonpaid mention of a product, service, company, or cause
16. communication an attempt to reach a wide audience through mass media such as radio, television, magazines, and newspapers
17. any distracting information in the transmission, the message channel, or the receiver''s environment that may inhibit or distract from the message