Ch. 16 Integrated Marketing Communication – Flashcards
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the coordination of promotion and other marketing efforts for maximum informational and persuasive impact
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Integrated Marketing Communication (IMC)
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____ is increasingly accepted
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IMC
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IMC is increasingly accepted because of its ____
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consistent message to customers
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which of the following best describes the careful coordination of all promotional messages? IMC advertising public relations
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IMC
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effective management of IMC is based upon ___
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information about customers
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a sharing of meaning throughout the transmission of information
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communications
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a person, group, or organization with a meaning it trues to share with a receiver or an audience
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source
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the individual, group, or organization that decodes a coded message
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receiver
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converting meaning into a series of signs or symbols
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coding process (encoding)
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the medium of transmission that carries coded message from the source to the receiver
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communication channel
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converting signs and symbols into concepts and ideas
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decoding process
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anything that reduces communication's clarity and accuracy
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noise
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receiver's response to a decoded message
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feedback
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the limit on the value of information a channel can handle effectively
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channel capacity
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a medium for communication is called ____
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channel
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______ is to stimulate product demand and build customer relationships
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a promotions goal
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communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products
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promotion
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1. Create awareness 2. Stimulate demand 3. Encourage product trial 4. Identify prospects 5. Retail loyal customers 6. Facilitate reseller support 7. Combat competitive promotional efforts 8. Reduce sales fluctuations
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the 8 objectives of promotion
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___ is crucial to initiating the product adoption process for new products
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awareness
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demand for product category rather than a specific brand
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primary demand
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a way to stimulate primary demand: promotion that informs consumers about a new product
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primary promotion
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demand for a specific brand
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selective demand
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trial techniques include ___
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free samples and coupons
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techniques used to identify prospects include ___
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direct response information and toll free number
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the primary goal of marketing is
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maintain long term customer relationships
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techniques used to retain loyal customers include ___
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frequent user programs and special offers for existing customers
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strong relationships with resellers are important to an organization's ability to maintain ____
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sustainable competitive advantage
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true or false: a business cannot operate at peak efficiency when sales fluctuate widely (holidays and seasonally)
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true
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_____ are often designed to stimulate sales during slumps
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promotional activities
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the 4 elements of promotion mix (APPS)
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advertising, personal selling, public relations, sales promotion
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a paid non-personal communication about an organization and its products transmitted to a target through mass media
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advertisement
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____ is highly flexible, changes as mass media consumption habits are changing, and large or small audiences
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advertising
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a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation
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personal selling
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3 types of interpersonal communication
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kinesic, proxemic, tactile
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body language, communicating through the movements of head, eyes, arms, torso
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kinesic communication
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communicating by varying the physical distance between two parties in face-to-face interactions
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proxemic communication
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communication through touching
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tactile communication
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a broad set of communication efforts used to create/maintain favorable relationships between organizations and stakeholders
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public relations
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a non-personal communication in a news-story form about an organization, its products, or both
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publicity
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activities or materials that act as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers
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sales promotion
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examples of sales promotions include ___
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sweepstakes, contests, coupons
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any form of paid non personal communication that identifies the sponsor company is called ____
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advertising
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what 2 elements make a marketer's promotion mix vary?
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promotional resources, and a company's objectives and policies
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characteristics of the target market
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size, geographic distribution, and demographic characteristics
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convenience goods =
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advertisements
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durable and expensive products =
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personal selling
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convenience goods + durable and expensive goods =
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public relations
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______ is an important factor
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product price
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promoting a product to the next institution down the marketing channel
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push policy
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promoting the product directly to consumers with the intention to develop strong consumer demand for products
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pull policy
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personal, informal exchanges of communication that customers share with one another about products, brands, and companies
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word of mouth communication
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example of electric word of mouth (WOM)
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yelp
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is promotion deceptive?
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sometimes
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who has helped decrease deceptive promotion?
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laws, government regulations, and industry self-regulation
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___ refers to demand for a product category rather than for a specific brand of product
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primary demand
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"an executive shakes hands with his counterpart from the client company to seal a deal between the companies" is an example of
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tactile communication
