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Marketing Chapter 17

TermDefinition
integrated marketing communications
communication
source
receiver
coding process
communications channel
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
promotion
primary demand demand for a product category rather than for a specific brand
pioneer promotion promotion that informs 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
proxemic communication
tactile communication
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
buzz marketing
viral marketing
product placement
Created by: lilready44
Popular Marketing sets

 

 



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