Chapter 17 Flashcards Preview

Marketing > Chapter 17 > Flashcards

Flashcards in Chapter 17 Deck (23)
Loading flashcards...
1
Q

Coordination of promotion and other marketing efforts for maximum informational and persuasive impact

A

*Integrated marketing communications

2
Q

A person, group, or organization with a meaning it tries to share with a receiver or an audience

A

source

3
Q

The individual, group, or organization that decodes a coded message

A

receiver

4
Q

Converting meaning into a series of signs or symbols

A

coding process

5
Q

The medium of transmission that carries the coded message from the source to the receiver

A

*Communications channel

6
Q

Converting signs or symbols into concepts and ideas

A

decoding process

7
Q

Anything that reduces a communication’s clarity and accuracy

A

noise

8
Q

The receiver’s response to a decoded message

A

feedback

9
Q

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

A

channel capacity

10
Q

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

A

promotion

11
Q

Demand for a product category rather than for a specific brand

A

primary demand

12
Q

Promotion that informs consumers about a new product

A

pioneer promotion

13
Q

Demand for a specific brand

A

selective demand

14
Q

A combination of promotional methods used to promote a specific product

A

*promotion mix

15
Q

Communicating through the movement of head, eyes, arms, hands, legs, or torso.

A

kinesic communication

16
Q

Communication by varying the physical distance in face-to-to face interactions

A

proxemic communication

17
Q

Communicating through touching

A

tactile communication

18
Q

Promoting a product only to the next institution down the marketing channel

A

push policy

19
Q

Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel

A

pull policy

20
Q

Personal informal exchanges of communication that customers share with one another about products, brands, and companies

A

word-of-mouth communication

21
Q

An attempt to incite publicity and public excitement surrounding a product through a creative event

A

buzz marketing

22
Q

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

A

viral marketing

23
Q

The strategic location of products or product promotions within entertainment media content to reach the product’s target market

A

*Product placement