Term
| Integrated Marketing Communications |
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Definition
| coordination of promotion and other marketing efforts for maximum informational and persuasive impact |
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consistent message to customers
coordinate/manage promotional efforts |
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| The communication process |
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| limit on volume of information a channel can handle effectively |
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Definition
| receivers response to message |
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Definition
| anything that reduces communications, clarity and accuracy |
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| converting signs and symbols into concepts and ideas by the receiver |
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Definition
| the target of the message |
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Definition
| has a meaning that it tries to share with a reciever |
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Definition
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| communication to build and maintain relationships by informing and persuading one or more audiences |
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Definition
| demand for a product category rather than a specific brand |
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Definition
| promotion that informs consumers about a new product |
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Definition
| promotion that informs consumers about a new product |
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Definition
| targets individual consumer groups |
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Definition
personal selling
public relations
advertising
sales promotions |
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Term
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Definition
| paid nonpersonal communication about an organization and its product to a target audience throughout mass media |
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Definition
cost efficient in reaching large number of consumers
-can repeat the message
-visibility |
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Term
| advertising disadvantages |
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Definition
-expensive
-feedback is slow
-difficult to measure impact |
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Definition
| paid personal communication athat seeks to inform costomers and persuade them to perchase products in an exchange situation |
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| personal selling advantages |
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Definition
has greater impact on consumers
provides immediate feedback |
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| personal selling disadvantages |
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Definition
is expensive
is labor intensive and time consuming |
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Term
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Definition
the broad set of communication efforts used tto create and maintain favorable relationships between organization and stakeholders
-annual reports brochures
-event sponsorships |
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Definition
| nonepersonal communication such as a news story which is transmitted through a mass medium at no charge |
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acts as a direct inducement offering added value or incentive for the product
-free samples
-games
-rebates
-contests |
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Definition
| advertising, sales promotion. getting product in as may outlets as possible |
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| promoting a product to the next institution down the marketing channel |
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| promoting a product directly to consumers to develop strong consumer demand that pulls product through the marketing channel |
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Term
| word of mouth communication |
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Definition
| personal information exchanges between consumers about products, brands, and companies |
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Definition
| an attempt to create publicity and public excitement through a creative event |
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| an attempt to get consumers to share a marketer's message in a way that spreads dramatically and quickly |
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Definition
| the strategic location of product or product promotions within movies and television shows |
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