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