Chapter 17 Flashcards Preview

Marketing > Chapter 17 > Flashcards

Flashcards in Chapter 17 Deck (24):
1

Integrated Marketing Communications

Coordination of promotion and other marketing efforts for maximum informational and persuasive impact.

2

Communication

A sharing of meaning through the transmission of information.

3

Source

A person, group, or organization with a meaning it tries to share with a receiver or an audience.

4

Receiver

The individual, group, or organization that decodes a coded message.

5

Coding Process

Converting meaning into a series of signs or symbols.

6

Communications Channel

The medium of transmission that caries the coded message from the source to the receiver.

7

Decoding Process

Converting signs or symbols into concepts and ideas.

8

Noise

Anything that reduces a communication's clarity and accuracy.

9

Feedback

The receiver's response to a decoded message.

10

Channel Capacity

The limit on the volume of information a communication channel can handle effectively.

11

Promotion

Communication to build and maintain relationships by informing and persuading one or more audiences.

12

Primary Demand

Demand for a product category rather than for a specific brand.

13

Pioneer Promotion

Promotion that informs new consumers about a new product.

14

Selective Demand

Demand for a specific brand.

15

Promotion Mix

A combination of promotional methods used to promote a specific product.

16

Kinesic Communication

Communicating through the movement of head, eyes, arms, hands, legs, or torso.

17

Proxemic Communication

Communicating by varying the physical distance in face-to-face interactions.

18

Tactile Communication

Communicating through touching.

19

Push Policy

Promoting a product only to the next institution down the marketing channel.

20

Pull Policy

Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel.

21

word-of-mouth Communication

Personal informal exchanges of communication that customers share with one another about products, brands, and companies.

22

Buzz Marketing

An attempt to incite publicity and public excitement surrounding a product through a creative event.

23

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.

24

Product Placement

The strategic location of products or product promotions within entertainment media content to reach the product's target market.