MKTG 409 Principles of Marketing Exam 4 Flashcards Texas A&M University

CLICK HERE: MKTG 409 Principles of Marketing Exam 4 Flashcards Texas A&M University

MKTG 409 Exam 4

Integrated Marketing Communications

refer to the coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers

Communications

A sharing of meaning through the transmission of information

Source

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

Receiver

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

An audience is two or more receivers

Coding Process or Encoding

A source converts the meaning into a series of signs or symbols representing ideas or concepts

Communications channel

CLICK HERE: MKTG 409 Principles of Marketing Exam 4 Flashcards Texas A&M University

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

Decoding Process

Signs or symbols are converted into concepts and ideas.

Noise

Anything that reduces the clarity and accuracy of the communication

Feedback

receiver's response to a decoded message

Channel Capacity

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

• Determined by the least efficient component of the communication

process

Promotion

Communication that builds and maintains favorable relationships by informing and persuading on or more audiences to view an organization positively and accept its products

Possible objectives of promotion

• Create awareness

• Stimulate demand

• Encourage Product trial

• Identify prospects

• Retain loyal customers

• Facilitate reseller support

• Combat competitive promotional efforts

• Reduce sales fluctuations

When an organization is the first to introduce an innovative product, it tries to stimulate Primary Demand.

Primary Demand

Demand for a product category rather than for a specific brand of product

• Done through Pioneer Promotion

CLICK HERE: MKTG 409 Principles of Marketing Exam 4 Flashcards Texas A&M University

Pioneer Promotion

Informs potential customers about the product: What it is, what it does, how it can be used, and where it can be purchased

Selective Demand

Demand for a specific brand

• To build, a marketer employs promotional efforts that point out the

strengths and benefits of a specific brand.

-- Singling out attributes important to potential buyers

Promotion Mix

A combination of promotional methods used to promote a specific product

4 possible elements of a promotion mix:

• Personal selling

• Public relations

• Sales promotion

• Advertising

Advertising

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

Personal Selling

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

Kinesic Communication

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

Proxemic Communication

A less obvious form of communication used in personal selling situations, occurs when either person varies the physical distance separating them

Touching or Tactile Communication

Communicating through touching

• Less popular in the U.S.

Public Relations

A broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders

Publicity

Non-personal communication in news-story form about an organization or its products, or both, transmitted through a mass medium at no charge

Sales promotion

an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.

Push Policy

The producer promotes the product only to the next institution down the marketing channel

Pull Policy

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

Word-of-mouth Communication

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

Buzz Marketing

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

Viral Marketing

A strategy to share a marketer's message, often through E-mail or online video, in a way that spreads dramatically and quickly

CLICK HERE: MKTG 409 Principles of Marketing Exam 4 Flashcards Texas A&M University

Product Placement

A form of advertising that strategically locates products or product promotions with entertainment media to reach the product's target markets

Advertising can be classified as

• Institutional

• Advocacy

Institutional Advertising

Promotes organizational images, ideas, and political issues

Advocacy Advertising

Promotes a company's position on a public issue