Marketing Ch. 15

4. interpreting language or symbols to comprehend the message
6. the source of the message being sent
8. a signal is sent from a central transmitter to receivers in a geographic area
9. the blueprint for how the elements of the promotional mix will work together to deliver a consistent message
10. the person or persons to whom the message is directed
11. the effort to reach consumers by generating positive publicity
14. the transfer of a message from a sender to a receiver
17. an attempt to reach a wide audience through mass media such as radio, television, magazines, and newspapers
19. an activity or material that offers consumers a direct incentive to buy a product or service

1. any distracting information in the transmission, the message channel, or the receiver''s environment that may inhibit or distract from the message
2. the combination of advertising, personal selling, public relations, and sales promotion that marketers use to reach a target market
3. 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
5. sender converts an idea into a message that the receiver can understand
7. any person-to-person exchange
12. what is being communicated
13. paid form of nonpersonal communication sent through mass media to deliver a marketing message to an audience
15. the medium by which the message travels
16. any form of communication used to inform, persuade, or remind consumers about a company''s products or services
18. the receiver''s response to the message
20. any nonpaid mention of a product, service, company, or cause