Stanley J. Shapiro
Kenneth B. Wong,
Queens School of Business
William D. Perreault,
University of North Carolina
E. Jerome McCarthy,
Michigan State University
| Adoption curve | Shows when different groups accept ideas.
(See Refer to page(s) 442)
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| Advertising | Any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor.
(See Refer to page(s) 37, 420)
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| Advertising managers | Managers of their company's mass selling effort in television, newspapers, magazines, and other media.
(See Refer to page(s) 431)
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| AIDA model | Consists of four promotion jobs: (1) to get attention, (2) to hold interest, (3) to arouse desire, and (4) to obtain action.
(See Refer to page(s) 436)
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| Communication process | A source trying to reach a receiver with a message.
(See Refer to page(s) 423)
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| Decoding | The receiver in the communication process translating the message.
(See Refer to page(s) 425)
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| Early adopters | The second group in the adoption curve to adopt a new product; these people are usually well respected by their peers and often are opinion leaders.
(See Refer to page(s) 443)
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| Early majority | A group in the adoption curve that avoids risk and waits to consider a new idea until many early adopters try it-and like it.
(See Refer to page(s) 444)
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| Encoding | The source in the communication process deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver.
(See Refer to page(s) 425)
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| Innovators | The first group to adopt new products.
(See Refer to page(s) 442)
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| Integrated marketing communications | The intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.
(See Refer to page(s) 433)
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| Laggards | Prefer to do things the way they have been done in the past and are very suspicious of new ideas-sometimes called non-adopters (see adoption curve).
(See Refer to page(s) 444)
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| Late majority | A group of adopters who are cautious about new ideas (see adoption curve).
(See Refer to page(s) 444)
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| Mass selling | Communicating with large numbers of potential customers at the same time.
(See Refer to page(s) 37, 420)
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| Message channel | The carrier of the message.
(See Refer to page(s) 425)
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| Noise | Any distraction that reduces the effectiveness of the communication process.
(See Refer to page(s) 425)
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| Personal selling | Direct spoken communication between sellers and potential customers, usually in person but sometimes over the telephone.
(See Refer to page(s) 37, 420)
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| Primary demand | Demand for the general product idea, not just for the company's own brand.
(See Refer to page(s) 445)
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| Promotion | Communicating information between the seller and a potential buyer or others in the channel to influence attitudes and behaviour.
(See Refer to page(s) 419)
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| Public relations | Communication with non-customers, including labour, public interest groups, shareholders, and the government.
(See Refer to page(s) 431)
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| Publicity | Any unpaid form of non-personal presentation of ideas, goods, or services.
(See Refer to page(s) 37, 420)
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| Pulling | Using promotion to get consumers to ask intermediaries for the product.
(See Refer to page(s) 439)
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| Pushing | Using normal promotion effort-personal selling, advertising, and sales promotion-to help sell the whole marketing mix to possible channel members.
(See Refer to page(s) 437)
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| Receiver | The target of a message in the communication process, usually a potential customer.
(See Refer to page(s) 423)
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| Sales managers | Managers concerned with managing personal selling.
(See Refer to page(s) 431)
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| Sales promotion | Promotion activities (excluding advertising, publicity, and personal selling) that stimulate interest, trial, or purchase by final customers or others in the channel.
(See Refer to page(s) 37, 421, 483)
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| Sales promotion managers | Managers of a company's sales promotion efforts.
(See Refer to page(s) 431)
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| Selective demand | Demand for a company's own brand rather than a product category.
(See Refer to page(s) 445)
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| Source | The sender of a message.
(See Refer to page(s) 423)
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| Task method | An approach to developing a budget-basing the budget on the job to be done.
(See Refer to page(s) 447)
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2002 McGraw-Hill Higher Education