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Chapter 15

Integrated Marketing Communications

TermDefinition
integrated marketing communication coordination of promotion and other marketing efforts for maximum informational and persuasive impact
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 converting meaning into a series of signs or symbols
communications channel the medium of transmission that carries the coded message from the source to the receiver
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 the limit on the volume of information a communication channel can handle effectively
promotion communication to build and maintain relationships by informing and persuading one or more audiences
primary demand demand for a product category rather than for a specific brand
new introductory 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 communicating through the movement of head, eyes, arms, hands, legs, or torso
proxemic communication communicating by varying the physical distance in face-to-face interactions
tactile communication communicating through touching
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 a marketing channel
word-of-mouth communication personal, informational exchanges of communication that customers share with one another about products, brands, and companies
buzz marketing an attempt to incite publicity and public excitement surrounding a product through a creative event
viral marketing 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
product placement the strategic location of products or product promotions within entertainment media content to reach the product's target market
Created by: hallie999
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