The document discusses key concepts in marketing promotion including: 1) The difference between personal selling which uses direct communication between sellers and customers, and mass selling which communicates with large groups at once such as through advertising. 2) Common promotion objectives are to inform, persuade and remind customers about specific products. 3) The AIDA model describes how consumers engage with ads through attention, interest, desire, and action. 4) Key elements of the communication process are the source, receiver, message, encoding, decoding, channel, and noise which can reduce effectiveness.

1. CHAPTER 13 DISCUSSION QUESTIONS
1) What is the difference between personal selling & mass selling?
2) Define advertising.
3) What cereal did General Mills stuff into Seattle Mariner's baseball player Jay Buhner's locker?
4) Explain each of the 3 basic promotion objectives.
5) What does AIDA stand for?
6) Define the following elements of the communication process:
A) Source
B) Receiver
C) Noise
D) Encoding
E) Decoding
F) Message Channel
7) What means using normal promotion effort to help sell the whole marketing mix to possible
channel members?
8) What means getting customers to ask intermediaries for the product?
9) What shows when different groups accept ideas?
10) State the customer group that is being described.
A) Eager to try a new idea & willing to take risks.
B) Well respected by their peers & often are opinion leaders.
C) Avoid risk & wait to consider a new idea after many early adopters have tried it.
D) Cautious about new ideas.
E) Prefer to do things the way they've been done in the past & are very suspicious of new ideas.

2. PERSONAL SELLING VS MASS SELLING
PERSONAL SELLING
INVOLVES DIRECT SPOKEN COMMUNICATION BETWEEN SELLERS &
POTENTIAL CUSTOMERS
MASS SELLING
COMMUNICATING WITH LARGE NUMBERS OF POTENTIAL CUSTOMERS
AT THE SAME TIME
ADVERTISING
ANY PAID FORM OF NON-PERSONAL PRESENTATION OF IDEAS,
GOODS, OR SERVICES BY AN IDENTIFIED SPONSOR
THE MAIN FORM OF MASS SELLING

4. PUBLICITY
ANY UNPAID FORM OF NONPERSONAL PRESENTATION OF IDEAS,
GOODS, OR SERVICES

5. PROMOTION OBJECTIVES
ULTIMATE OBJECTIVE IS TO ENCOURAGE CUSTOMERS TO CHOOSE A SPECIFIC
PRODUCT
3 BASIC PROMOTION OBJECTIVES
INFORMING
PERSUADING
REMINDING

6. AIDA
A MODEL THAT DESCRIBES A COMMON LIST OF EVENTS THAT MAY
OCCUR WHEN A CONSUMER ENGAGES WITH AN ADVERTISEMENT

7. COMMUNICATION PROCESS
A SOURCE TRYING TO REACH A RECEIVER WITH A MESSAGE

8. ELEMENTS OF THE COMMUNICATION PROCESS
SOURCE
THE SENDER OF THE MESSAGE
RECEIVER
THE RECEIVER OF THE MESSAGE
ENCODING
THE SOURCE DECIDING WHAT IT WANTS TO SAY & TRANSLATING IT INTO WORDS OR SYMBOLS THAT WILL
HAVE THE SAME MEANING TO THE RECEIVER
DECODING
THE RECEIVER TRANSLATING THE MESSAGE
MESSAGE CHANNEL
THE CARRIER OF THE MESSAGE
NOISE
ANY DISTRACTION THAT REDUCES THE EFFECTIVENESS OF THE COMMUNICATION PROCESS

9. USING NORMAL PROMOTION EFFORT (PERSONAL SELLING, ADVERTISING, &
SALES PROMOTION) TO HELP SELL THE WHOLE MARKETING MIX TO POSSIBLE
CHANNEL MEMBERS
PUSHING
GETTING CUSTOMERS TO ASK INTERMEDIARIES FOR THE PRODUCT
PULLING

10. SHOWS WHEN DIFFERENT CUSTOMER GROUPS ACCEPT IDEAS
(PRODUCTS)
THE ADOPTION CURVE

11. INNOVATORS
EAGER TO TRY A NEW IDEA & WILLING TO TAKE RISKS
EARLY ADOPTERS
WELL RESPECTED BY THEIR PEERS & OFTEN ARE OPINION LEADERS
EARLY MAJORITY
AVOID RISK & WAIT TO CONSIDER A NEW IDEA AFTER EARLY ADOPTERS HAVE TRIED IT
LATE MAJORITY
CAUTIOUS ABOUT NEW IDEAS
LAGGARDS
PREFER TO DO THINGS THE WAY THEY’VE BEEN DONE IN THE PAST & ARE VERY SUSPICIOUS
OF NEW IDEAS