Chapter 17 Integrated Marketing 1 Promotion Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products 2 Integrated Marketing Communications Coordination of promotion and other marketing efforts for maximum informational and persuasive impact 3 Communications 4 Source 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 5 Receiver message The individual group or organization that decodes a coded 6 Coding Process Encoding 7 Communication Channel Converting meaning into a series of signs or symbols The medium of transmission that carries coded message from the source to the receiver 8 Decoding Process 9 Noise 10 Feedback 11 Channel Capacity Converting signs and symbols into concepts and ideas Anything that reduces communication s clarity and accuracy Receiver s response to a decoded message The limit on the volume of information a channel can handle effectively 12 Primary Demand Demand for a product category rather than a specific brand Demand for a specific brand A primary goal of marketing is to maintain long term 13 Selective Demand 14 Retain Loyal Customers customer relationships 15 Customer Retention 16 Advertising Listening to the customer A paid non personal communication about an organization and its products transmitted to a target audience through mass media 17 Personal Selling A paid personal communication that seeks to inform customers and persuade them to purchase products 18 Public Relations 19 Publicity A broad set of communication efforts used to create maintain favorable relationships between organization and stakeholders is a non personal communication in a news story form about an organization its products or both should be viewed as an ongoing program during crises and good times 20 Public relations 21 Sales Promotion Activities or materials that act as a direct inducement offering added value or incentive for the product to resellers salespeople or customers Promoting a product to the next institution down the 22 Push Policy marketing channel 23 Pull Policy Promoting a product directly to consumers with the intention to develop strong consumer demand for products 24 Word of Mouth WOM Communication Personal and informal communication 25 Buzz Marketing An attempt to incite publicity and public excitement surrounding a product though a creative event 26 Viral Marketing 27 Product Placement A strategy to get consumers to share a marketer s message often through email or online video in a way that spreads dramatically and quickly A form of promotion that strategically locates products or product promotions within entertainment media to reach a product s target market
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