Chapter 18 | Integrated Marketing Communications & Direct Marketing Flashcards
Communication Process
- Promotional Mix
- Integrated Marketing Communications (IMC)
Promotional Mix
- Inform (prospective buyers)
- Persuade (them to try)
- Remind (them of the benefits)
Promotion Requires Effective Communication | what is the 4 parts?
Source –> Encoding ———-> Decoding –> Receiver
Communication Process | source & receiver
source–message
channel of communication–receivers
Encoding & Decoding Depend on ____
Common frame of reference
Communication Process consists of 6 key elements: Name Them
Fields of Experience:
1. Encoding
2. Decoding
3. Noise
4. Feedback
5. Response
6. Feedback Loop
Promotional Methods Available
- Personal Selling
- Mass Selling: advertising & publicity
- Sales Promotion & Direct Marketing
Two-way flow of communication between a buyer and seller, often in a face-to-face encounter is known as ____?
Personal Selling
Any Paid form of non personal communication by a sponsor is known as ____?
Advertising
Nonpersonal, indirectly paid presentation of an organization, good, or service and can take the form of a news story, editorial, or product announcement is known as ____?
Publicity
Short-term inducement of value offered to arouse interest in buying a good or service. Examples include coupons, samples, and contests.
Sales Promotion & Direct Marketing
Personal Selling
-No wasted Coverage
-Advantages vs. Disadvantages
IMC - Developing the promotional mix: Channel Strategies
-Push Strategy
-Pull Strategy: Direct-to-Consumer
Compare the Push vs. Pull Strategies
Push Strategy - flow of promotion: mainly personal selling directed to intermediaries
Pull Strategy - flow of promotion: mainly advertising directed to consumers
Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase some. In terms of the communication process, Ann had a(n) _______ to the Claritin advertisement.
Response
