Chapter 16 Flashcards
(20 cards)
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact
Integrated marketing communication
A sharing of meaning through the transmission of information
communication
A person, group, 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
Converting signs or symbols into concepts and ideas
Decoding process
Anything that reduces a communication’s clarity and accuracy
noise
The receiver’s 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 one 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
Kinetic 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
