Chapter 16 Flashcards
(8 cards)
1
Q
what is IMC?
A
integrated marketing communications
- coordinates all promotional activities to provide a consistent message across all audiences
2
Q
what are the 6 elements of the communication process?
A
source, message, channel of communication, receiver, encoding, decoding
3
Q
what does “field of experience” mean?
A
similar understanding and knowledge; needed to communicate effectively
4
Q
what are the 5 promotional elements?
A
- advertising
- personal selling
- public relations
- sales promotion
- direct marketing
5
Q
what 5 criteria would you consider to make an optimal promotional mix?
A
- target audience
- stage in the PLC
- product characteristics
- stages of buying decision
- channel strategies
6
Q
what are the key channel strategies?
A
push, pull
7
Q
what does push mean?
A
directing promo mix to channel members to gain cooperation in ordering and stocking a product
8
Q
what does pull mean?
A
directing promo mix at ultimate consumers to encourage them to ask retailers for the product
