MKTG 409 Exam 4 Principles of Marketing Flashcards Texas A&M University
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
A sharing of meaning through the transmission of information
A person, group, or organization with a meaning it tries to share with a receiver or an audience
The individual, group, or organization that decodes a coded message
An audience is two or more receivers
A source converts the meaning into a series of signs or symbols representing ideas or concepts
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
Signs or symbols are converted into concepts and ideas.
Anything that reduces the clarity and accuracy of the communication
receiver's response to a decoded message
The limit on the volume of information a communication channel can handle effectively
• Determined by the least efficient component of the communication
process
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
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
A combination of promotional methods used to promote a specific product
4 possible elements of a promotion mix:
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
Communication through the movement of head, eyes, arms, hands, legs, or torso
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
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.
The producer promotes the product only to the next institution down the marketing channel
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
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies
An attempt to incite publicity and public excitement surrounding a product through a creative event
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
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
Promotes organizational images, ideas, and political issues
Promotes a company's position on a public issue
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