Below are this chapter's featured key terms. The textbook's full glossary is also available for online searching.
 

advertising	Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. (See page(s) See pages 471, 494 in your textbook.)
all-you-can-afford budgeting	Allocating funds to promotion only after all other budget items are covered. (See page(s) See page 481 in your textbook.)
channel of communication	The means of conveying a message to a receiver. (See page(s) See page 468 in your textbook.)
communication	The process of conveying a message to others, which requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding. (See page(s) See page 468 in your textbook.)
competitive parity budgeting	Matching the competitors' absolute level of spending or the proportion per point of market share. (See page(s) See page 481 in your textbook.)
decoding	The process of having the receiver take a set of symbols, the message, and transform them back to an abstract idea. (See page(s) See page 468 in your textbook.)
direct marketing	Promotional element that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. (See page(s) See page 473 in your textbook.)
direct orders	The result of direct marketing offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. (See page(s) See page 485 in your textbook.)
encoding	The process of having the sender transform an abstract idea into a set of symbols. (See page(s) See page 468 in your textbook.)
feedback	The communication flow from receiver back to the sender that helps the sender know whether the message was decoded and understood as intended. (See page(s) See page 470 in your textbook.)
field of experience	Similar understanding and knowledge; to communicate effectively, a sender and a receiver must have a mutually shared field of experience. (See page(s) See page 470 in your textbook.)
hierarchy of effects	The sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation, trial, and adoption. (See page(s) See page 480 in your textbook.)
integrated marketing communications	The concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences and to maximize the promotional budget. (See page(s) See page 479 in your textbook.)
lead generation	The result of a direct marketing offer designed to generate interest in a product or a service, and a request for additional information. (See page(s) See page 485 in your textbook.)
message	The information sent by a source to a receiver in the communication process. (See page(s) See page 468 in your textbook.)
noise	Extraneous factors that can work against effective communication by distorting a message or the feedback received. (See page(s) See page 470 in your textbook.)
objective and task budgeting	A budgeting approach whereby the company (1) determines its promotion objectives, (2) outlines the tasks to accomplish these objectives, and (3) determines the promotion cost of performing these tasks. (See page(s) See pages 33, 482 in your textbook.)
percentage of sales budgeting	Allocating funds to advertising as a percentage of past or anticipated sales, in terms of either dollars or units sold. (See page(s) See page 481 in your textbook.)
personal selling	The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision. (See page(s) See pages 472, 522 in your textbook.)
promotional mix	The combination of one or more of the promotional elements a firm uses to communicate with consumers. The promotional elements include advertising, personal selling, sales promotion, public relations, and direct marketing. (See page(s) See page 474 in your textbook.)
public relations	A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, shareholders, suppliers, employees, and other publics about a company and its products or services. (See page(s) See page 472 in your textbook.)
publicity	A nonpersonal, indirectly paid presentation of an organization, good, or service. (See page(s) See page 472 in your textbook.)
pull strategy	Directing the promotional mix at ultimate consumers to encourage them to ask the retailer for the product. (See page(s) See page 478 in your textbook.)
push strategy	Directing the promotional mix to channel members to gain their cooperation in ordering and stocking a product. (See page(s) See page 478 in your textbook.)
receivers	Consumers who read, hear, or see the message sent by a source in the communication process. (See page(s) See page 468 in your textbook.)
response	The impact the message had on the receiver's knowledge, attitudes, or behaviours. (See page(s) See page 470 in your textbook.)
sales promotion	A short-term inducement of value offered to arouse interest in buying a good or service. (See page(s) See page 473 in your textbook.)
source	A company or person who has information to convey. (See page(s) See page 468 in your textbook.)
traffic generation	The outcome of a direct marketing offer designed to motivate people to visit a business. (See page(s) See page 485 in your textbook.)