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Chapter 15
Integrated Marketing Communications
| Term | Definition |
|---|---|
| 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 |
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hallie999
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