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17 terms

Ch 17 - Integrated Marketing Comm

STUDY
PLAY
decoding
signs & symbols converted by receiver
the meaning that the receiver decodes is seldom EXACTLY the same as the marketer intended
noise
anything that reduces comm's clarity & accuracy
channel capacity
the limit of info you can handle
promotion
build & maintains favorable relationships by informing & persuading to accept your products
primary demand
demand for PRODUCT CATEGORY instead of for a specific brand of a product
pioneer promotion
inform about the product
what it does, how it's used, etc.
selective demand
demand for specific brand
P discounts, free samples, sweepstakes, all used to stimulate this type of demand!
loyalty
cost of retaining loyal customers is less than acquiring new ones
promotion mix
advertising, personal selling, PR, sales promotion
advertising
cost per person could be very low
diff. to measure effects of advert on sales
less persuasive impact than personal selling
personal selling
paid, personal comm
MOST used in B2B
cost of reaching 1 person is considerably more...
better for small geo area
sales promotion
direct inducement to offer incentive for the product
ex: sweepstakes, rebates, games, etc.
push
PRODUCER promotes the product to the next institution down the marketing channel
pull
FIRM promotes directly to consumer w/ intention of developing strong consumer demand for the products
word-of-mouth
important for services
going electronic!
buzz marketing
incite publicity
product placement
strategic location of products w/in media