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24 Cards in this Set
- Front
- Back
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integrated marketing communications
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- coordination of promotion and other marketing efforts for maximum informational and persuasive impact
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communication
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- a sharing of meaning through the transmission of information
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source
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- a person, group, or organization with a meaning it tries to share with a receiver or an audience
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receiver
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- the individual, group, or organization that decodes a coded message
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coding process
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- converting meaning into a series of signs or symbols
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communications channel
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- the medium of transmission that carries the coded message from the source to the receiver
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decoding process
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- converting signs or symbols into concepts and ideas
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noise
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- anything that reduces a communication's clarity and accuracy
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feedback
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- the receiver's response to a decoded message
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channel capacity
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- the limit on the volume of information a communication channel can handle effectively
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promotion
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- communication to build and maintain relationships by informing and persuading one or more audiences
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primary demand
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- demand for a product category rather than for a specific brand
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pioneer promotion
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- promotion that informs consumers about a new product
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selective demand
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- demand for a specific brand
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promotion mix
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- a combination of promotional methods used to promote a specific product
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kinesic communication
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- communicating through the movement of head, eyes, arms, hands, legs, or torso
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proxemic communication
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- communicating by varying the physical distance in face-to-face interactions
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tactile communication
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- communicating through touching
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push policy
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- promoting a product only to the next institution down the marketing channel
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pull policy
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- promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
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word-of-mouth communication
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- personal informal exchanges of communication that customers share with one another about products, brands, and companies
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buzz marketing
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- an attempt to incite publicity and public excitement surrounding a product through a creative event
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viral marketing
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- a strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly
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product placement
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- the strategic location of products or product promotions within entertainment media content to reach the product's target market
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