Flashcards in Chapter 17 Deck (24):
Integrated Marketing Communications
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact.
A sharing of meaning through the transmission of information.
A person, group, or organization with a meaning it tries to share with a receiver or an audience.
The individual, group, or organization that decodes a coded message.
Converting meaning into a series of signs or symbols.
The medium of transmission that caries the coded message from the source to the receiver.
Converting signs or symbols into concepts and ideas.
Anything that reduces a communication's clarity and accuracy.
The receiver's response to a decoded message.
The limit on the volume of information a communication channel can handle effectively.
Communication to build and maintain relationships by informing and persuading one or more audiences.
Demand for a product category rather than for a specific brand.
Promotion that informs new consumers about a new product.
Demand for a specific brand.
A combination of promotional methods used to promote a specific product.
Communicating through the movement of head, eyes, arms, hands, legs, or torso.
Communicating by varying the physical distance in face-to-face interactions.
Communicating through touching.
Promoting a product only to the next institution down the marketing channel.
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel.
Personal informal exchanges of communication that customers share with one another about products, brands, and companies.
An attempt to incite publicity and public excitement surrounding a product through a creative event.
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.