Chapter 16: Integrated Marketing Communications

Question 1

integrated marketing communications

Answer 1

coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers

Question 2

communication

Answer 2

a sharing of meaning through the transmission of information

Question 3

source

Answer 3

a person, group, or organization with a meaning to it tries to share with a receiver or an audience

Question 4

receiver

Answer 4

the individual, group, or organization that decodes a message

Question 5

coding process

Answer 5

converting meaning into a series of signs or symbols

Question 6

communications channel

Answer 6

the medium of transmission that carries the coded message from the source to the receiver

Question 7

decoding process

Answer 7

converting signs or symbols into concepts and ideas

Question 8

noise

Answer 8

anything that reduces a communication’s clarity and accuracy

Question 9

feedback

Answer 9

the receiver’s response to a decoded message

Question 10

channel capacity

Answer 10

the limit on the volume of information a communication channel can handle effectively

Question 11

promotion

Answer 11

communication to build and maintain relationships by informing and persuading one or more audiences

Question 12

primary demand

Answer 12

demand for a product category rather than for a specific brand

Question 13

pioneer promotion

Answer 13

promotion that informs consumers about a new product

Question 14

selective demand

Answer 14

demand for a specific brand

Question 15

promotion mix

Answer 15

a combination of promotional methods used to promote a specific product

Question 16

kinesic communication

Answer 16

communicating through movement of head, eyes, arms, hands, legs, or torso

Question 17

proxemic communication

Answer 17

communicating by varying the physical distance in face-to-face interactions

Question 18

tactile communication

Answer 18

communicating through touch

Question 19

push policy

Answer 19

promoting a product only to the next institution down the marketing channel

Question 20

pull policy

Answer 20

promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel

Question 21

word-of-mouth communication

Answer 21

personal informal exchanges of communication that customers share with one another about products, brands, and companies

Question 22

buzz marketing

Answer 22

an attempt to incite publicity and public excitement surround a product through a creative event

Question 23

viral marketing

Answer 23

a strategy to get consumers to share a marketer’s message, often through e-mail or online videos, in a way that spreads dramatically and quickly

Question 24

product placement

Answer 24

the strategic location of products or product promotions within entertainment media content to reach the product’s target market