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24 Cards in this Set
- Front
- Back
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integrated mktg communications
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coordination of promotion & other mktg efforts for max info & persuasive impact
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communication
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a sharing of meaning through the transmission of info
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source
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a person, group/org w/ a meaning it tries to share w/ a receiver/an audience
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receiver
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the individual, group/org that decodes a coded message
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coding process
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converting meaning into a series of signs/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/symbols into concepts & ideas
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noise
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anything that reduces a communication's clarity & 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 info a communication channel can handle effectively
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promotion
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communication to build & maintain relationships by informing & persuading 1/+ 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 combo 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, leg/torso
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proxemics communication
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communicating by varying the physical distance in face-to-face interactions
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tacitle communication
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communicating through touching
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puch policy
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promoting a product only to the next institution down the mktg 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 mktg channel
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word-of-mouth communication
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personal info exchanges of communication that customers share w/ 1 another about products brands & companies
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buzz mktg
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an attempt to incite publicity & public excitement surrounding a product through a creative event
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viral mktg
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a strategy to get consumers to share a marketer's message, often through e-mail/online video, in a way that spreads dramatically & quickly
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product placement
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the strategic locations of products/product promotions w/n entertainment media content to reach the product's target market
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