Ch. 16 Integrated Marketing Communication

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tactile communication

"an executive shakes hands with his counterpart from the client company to seal a deal between the companies" is an example of

the 8 objectives of promotion

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

kinesic, proxemic, tactile

3 types of interpersonal communication

consistent message to customers

IMC is increasingly accepted because of its ____

awareness

___ is crucial to initiating the product adoption process for new products

primary demand

___ refers to demand for a product category rather than for a specific brand of product

advertising

____ is highly flexible, changes as mass media consumption habits are changing, and large or small audiences

IMC

____ is increasingly accepted

promotional activities

_____ are often designed to stimulate sales during slumps

product price

______ is an important factor

a promotions goal

______ is to stimulate product demand and build customer relationships

public relations

a broad set of communication efforts used to create/maintain favorable relationships between organizations and stakeholders

channel

a medium for communication is called ____

publicity

a non-personal communication in a news-story form about an organization, its products, or both

advertisement

a paid non-personal communication about an organization and its products transmitted to a target through mass media

personal selling

a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation

source

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

communications

a sharing of meaning throughout the transmission of information

primary promotion

a way to stimulate primary demand: promotion that informs consumers about a new product

sales promotion

activities or materials that act as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers

advertising

any form of paid non personal communication that identifies the sponsor company is called ____

noise

anything that reduces communication's clarity and accuracy

kinesic communication

body language, communicating through the movements of head, eyes, arms, torso

size, geographic distribution, and demographic characteristics

characteristics of the target market

proxemic communication

communicating by varying the physical distance between two parties in face-to-face interactions

promotion

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

tactile communication

communication through touching

public relations

convenience goods + durable and expensive goods =

advertisements

convenience goods =

coding process (encoding)

converting meaning into a series of signs or symbols

decoding process

converting signs and symbols into concepts and ideas

selective demand

demand for a specific brand

primary demand

demand for product category rather than a specific brand

personal selling

durable and expensive products =

information about customers

effective management of IMC is based upon ___

yelp

example of electric word of mouth (WOM)

sweepstakes, contests, coupons

examples of sales promotions include ___

sometimes

is promotion deceptive?

word of mouth communication

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

push policy

promoting a product to the next institution down the marketing channel

pull policy

promoting the product directly to consumers with the intention to develop strong consumer demand for products

feedback

receiver's response to a decoded message

sustainable competitive advantage

strong relationships with resellers are important to an organization's ability to maintain ____

direct response information and toll free number

techniques used to identify prospects include ___

frequent user programs and special offers for existing customers

techniques used to retain loyal customers include ___

advertising, personal selling, public relations, sales promotion

the 4 elements of promotion mix (APPS)

Integrated Marketing Communication (IMC)

the coordination of promotion and other marketing efforts for maximum informational and persuasive impact

receiver

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

channel capacity

the limit on the value of information a channel can handle effectively

communication channel

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

maintain long term customer relationships

the primary goal of marketing is

free samples and coupons

trial techniques include ___

true

true or false: a business cannot operate at peak efficiency when sales fluctuate widely (holidays and seasonally)

promotional resources, and a company's objectives and policies

what 2 elements make a marketer's promotion mix vary?

IMC

which of the following best describes the careful coordination of all promotional messages? IMC advertising public relations

laws, government regulations, and industry self-regulation

who has helped decrease deceptive promotion?


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