Chapter 17

Question 1

Integrated Marketing Communications

Answer 1

Coordination of promotion and other marketing efforts for maximum informational and persuasive impact.

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 it tries to share with a receiver or an audience.

Question 4

Receiver

Answer 4

The individual, group, or organization that decodes a coded 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 caries 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 new 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 the 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 touching.

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 surrounding 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 email 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.