Marketing Management: Chapter 17

Integrated Marketing Communications
Coordination of promotion an other marketing efforts for maximum informational and persuasive impact
Communication
Sharing of meaning through the transmission of information
Source
Person, group, or organization with a meaning it tries to share with a receiver or an audience
Receiver
Individual, group, or organization that decodes a coded message
Coding Process
Converting meaning into a series of signs or symbols
Communications Channel
Medium of transmission that carries the coded message from the source to the receiver
Decoding Process
Converting signs or symbols into concepts and ideas
Noise
Anything that reduces a communication’s clarity and accuracy
Feedback
Receiver’s response to a decoded message
Channel Capacity
Limit on the volume of information a communication channel can handle effectively
Promotion
Communication to build and maintain relationships by informing and persuading one or more audiences
Primary Demand
Demand for a product category rather than a specific brand
Pioneer Promotion
Promotion that informs consumers about a new product
Selective Demand
Demand for a specific brand
Promotion Mix
Combination of promotional methods used to promote a specific product
Kinesic Communication
Communicating through the movement of head, eyes, arms, hands, legs, or torso
Proxemic Communication
Communicating by varying the physical distance in face-to-face interactions
Tactile Communication
Communicating through touching
Push Policy
Promoting a product only to the next institution down the marketing channel (Producer to Wholesaler to Retailers to Consumers)
Pull Policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel (Communication from Producer to Consumer)
Word-of-Mouth Communication
Personal informal exchanges of communication that customers share with one another about products, brands, and companies
Buzz Marketing
An attempt to incite publicity and public excitement surrounding a product through a creative event
Viral Marketing
A strategy to get consumers to share a marketer’s message, often through e-mail or online videos, in a way that spreads dramatically and quickly
Product Placement
Strategic location of products or product promotions within entertainment media content to reach the product’s target market