Term
| Integrated marketing communications (IMC) |
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Definition
| Coordination of promotional efforts for maximum informational and persuasive impact on customers |
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Definition
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| a person, group, or organization that decodes a coded message |
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Definition
| the individual, group or organizations that decodes a coded message |
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Definition
| converting meaning into a series of signs or symbols |
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Definition
| communication to build and maintain relationships by informing and persuading one or more audiences |
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Term
create awareness
(promotional objective) |
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Definition
| making customers aware of the product is crucial to initiating the product adoption process |
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Definition
| demand for a product category rather than for a specific brand |
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| promotion that informs consumers about a new product |
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| demand for a specific brand |
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Definition
| personal selling, public relations, advertising, sales promotion |
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Term
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Definition
a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
Benefits: extremely cost efficient in reaching a large audience, repeatable several times in several media markets, and adds value to a product and enhances a firm's image |
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Term
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Definition
a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation
Advantages: more specific form of advertising, greater impact on consumers, provides immediate feedback
Limitations: expensive, labor intensive and time consuming |
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communications through the movement of head, eyes, arms, hands, legs, or torso
"physical" |
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| communicating by varying the physical distance in personal selling situations |
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Definition
| communicating through touching |
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Definition
a broad set of communication efforts used to create and maintain favorable relationships between an organizations and its stakeholders
ex: annual reports, brochures, event sponsorship, sponsorship of socially responsible programs |
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Term
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Definition
an activity or material that acts as a direct inducement, offering added value or incentive for the product, to resellers, salespeople, or consumers
ex: free samples, games, rebates, displays, sweepstakes, contests, premiums, and coupons
-companies typically spend more on sale promotion than advertising |
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informational and transformational appeals - non-product attributes
positive and negative appeals: fear,guilt, shame, humor, love, pride, joy |
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Definition
| promoting a product only to the next institution down the marketing channel |
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Definition
| promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel |
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| word-of-mouth communication |
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Definition
| personal informal exchanges of information that customers share with one another about products, brand and companies |
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Definition
| technology that links people to networks and allows exchanges of personal information, professional information and common interests |
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Definition
| an attempt to incite publicity and public excitement surrounding a product through a creative event |
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Definition
| a strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly |
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