1. The
non-personal communication of information usually paid for & usually
persuasive in nature, about products (goods & services) or ideas by
identified sponsor through various media. (Arenes 1996)
2. Any
paid form of non-personal communication about an organization, product,service,
or idea from an identified sponsor. (Blech & Blech 1998)
3. Paid
non-personal communication from an identified sponsor using mass media to
persuade influence an audience. (Wells, Burnett, & Moriaty 1998)
4. The
element of the marketing communication mix that is non personal paid for an
identified sponsor, & disseminated through channels of mass communication
to promote the adoption of goods, services, person or ideas. (Bearden, Ingram,
& Laforge 1998)
5. An
informative or persuasive message carried by a non personal medium & paid
for by an identified sponsor whose organization or product is identified in
some way. (Zikmund & D'amico 1999)
6. Impersonal;
one way communication about a product or organization that is paid by a
marketer. (Lamb, Hair & Mc.Daniel 2000)
7.
Any paid form of non-personal presentation and
promotion of ideas,goods or services by an identified sponsor. (Kotler et al,
2006)
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