Chapter 17 Flashcards
Integrated Marketing Communications
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact.
Communication
A sharing of meaning through the transmission of information.
Source
A person, group, or organization with a meaning it tries to share with a receiver or an audience.
Receiver
The individual, group, or organization that decodes a coded message.
Coding Process
Converting meaning into a series of signs or symbols.
Communications Channel
The medium of transmission that caries the coded message from the source to the receiver.
Decoding Process
Converting signs or symbols into concepts and ideas.
Noise
Anything that reduces a communication’s clarity and accuracy.
Feedback
The receiver’s response to a decoded message.
Channel Capacity
The limit on the volume of information a communication channel can handle effectively.
Promotion
Communication to build and maintain relationships by informing and persuading one or more audiences.
Primary Demand
Demand for a product category rather than for a specific brand.
Pioneer Promotion
Promotion that informs new consumers about a new product.
Selective Demand
Demand for a specific brand.
Promotion Mix
A combination of promotional methods used to promote a specific product.
Kinesic Communication
Communicating through the movement of head, eyes, arms, hands, legs, or torso.
Proxemic Communication
Communicating by varying the physical distance in face-to-face interactions.
Tactile Communication
Communicating through touching.
Push Policy
Promoting a product only to the next institution down the marketing channel.
Pull Policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel.
word-of-mouth Communication
Personal informal exchanges of communication that customers share with one another about products, brands, and companies.
Buzz Marketing
An attempt to incite publicity and public excitement surrounding a product through a creative event.
Viral Marketing
A strategy to get consumers to share a marketer’s message, often through email or online videos, in a way that spreads dramatically and quickly.
Product Placement
The strategic location of products or product promotions within entertainment media content to reach the product’s target market.
