Ch 15 Integrated Marketing Communications

Front 1

integrated marketing communications

Back 1

coordination of promotion and other marketing efforts for maximum information and persuasive impact

Front 2

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice:

Back 2

Integrated marketing communications

Front 3

what is a major goal of integrated marketing communications?

Back 3

to send a consistent message to customers.

allow an organization to coordinate and manage its promotional efforts to transmit consistent messages.

enable synchronization of promotion elements and can improve the efficiency and effectiveness of promotion budgets.

Front 4

communication

Back 4

a sharing of meaning through the transmission of information

Front 5

source

Back 5

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

ex. electronics salesperson wishing to communicate the attributes of 3D television.

Front 6

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication:

Back 6

source

Front 7

receiver

Back 7

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

Front 8

coding process

Back 8

converting meaning into a series of signs or symbols

Front 9

communications channel

Back 9

the medium of transmission that carries the coded message from the source to the receiver or audience.

Front 10

decoding process

Back 10

signs or symbols are converted into concepts and ideas.

Front 11

Noise

Back 11

when the result of decoding differs from what was coded, noise exists.

anything that reduces the clarity and accuracy of the communication;

Front 12

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of _____ in the communication process

Back 12

noise

Front 13

feedback

Back 13

the receiver's response to a decoded message
the receiver or audience provides the original source with a response to the message

Front 14

channel capacity

Back 14

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

Front 15

channel capacity

Back 15

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

Front 16

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the _____ consideration in effective communication

Back 16

Channel capacity

Front 17

promotion

Back 17

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

Front 18

Head nodding, winking, hand gestures, and arm motions are all forms of _____ communication.

Back 18

kinsesic