Exam 3 - Chapter 17 Flashcards
(41 cards)
Integrated Marketing Communiations
coordination of promotion and other marketing efforts for maximum informational and persuasive impact (ex: Tom’s Tours)
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 (Encoding)
converting meaning into a series of signs or symbols (bubbler? Soda? Gerber?)
Communication Channel
the medium of transmission that carries coded message from the source to the receiver (ex: Jitterbug adds through FB?? No.)
Decoding Process
converting signs or symbols into concepts and ideas
Noise
anything that reduces a communication’s clarity and accuracy – unfamiliar codes or symbols
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 favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products (***sales/advertising/public relations/ sales promotion)
8 Objectives of Promotion
create awareness, stimulate demand, encourage product trial, identify prospects, retain loyal customers, facilitate reseller support, combat competitive promotion efforts, reduce sales fluctuations
Oop Step 1
create awareness; awareness is crucial to initiating the product adoption process for new products (ex: iPad), for existing products, promotional efforts create increased awareness of brands, product features, image-related issues, operational characteristics (to deal with competition)
Oop Step 2
Stimulate Demand; primary, pioneer, and selective
Primary Demand
(when introducing a new product category); Demand for a product category rather than a specific brand
Pioneer Promoption
A way to stimulate primary demand; Promotion that informs consumers about a new product
Selective Demand
Demand for a specific brand
Oop Step 3
encourage product trial; if customers stall in the evaluation stage, marketers can use methods to encourage product trial in order to move them to product adoption
Oop Step 4
Identify Prospects; Certain types of promotional efforts aim to identify customers who are interested in the firm’s product and are likely potential buyers (ex: TV ads to visit website/share info; often B to B)
Oop Step 5
retain loyal customers; the primary goal of marketing is to maintain long-term customer relationships; less costly than acquiring new customers (ex: special offers for existing customers)
Oop Step 6
facilitate reseller support; Strong relationships with resellers are important to an organization’s ability to maintain a sustainable competitive advantage (ex: in store sampling/coupons)
Oop Step 7
combat competitive promotional efforts; Promotional activities may aim to offset or lessen the effect of a competitor’s promotional and/or marketing activities; used for highly competitive consumer markets
Oop Step 8
reduce sales fluctuations; a business cannot operate at peak efficiency when sales fluctuate widely (ex: holidays vs. slumps)
Advertising
paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media; highly flexible and can reach large or small audiences depending on need
