Marketing 409 Exam 4 TAMU Pride MindTap Study Guide – Pricing, Promotion & Marketing
Strategy Review
Integrated marketing communications - ✔✔Coordination of promotion and other marketing
efforts for maximum informational and persuasive impact on customers
Major goal of Integrated marketing communications - ✔✔To send a consistent message to
customers
Communication - ✔✔A sharing of meaning through the transmission of information
Source - ✔✔A person, a group, or an 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
Audience - ✔✔Two or more receivers
Coding process (or encoding) - ✔✔Converting meaning into a series of signs or symbols
Communications channel - ✔✔The medium of transmission that carries the coded message
from the source to the receiver
Transmission media - ✔✔Include printed words (newspapers and magazines), broadcast media
(television and radio), and digital communication (social media platforms such as Facebook and
YouTube)
Decoding process - ✔✔Converting signs or symbols into concepts and ideas
,Noise - ✔✔Anything that reduces a communication's clarity and accuracy
Feedback - ✔✔The receiver's response to a decoded message
Channel capacity - ✔✔The limit on the volume of information a communication channel can
handle effectively
A 30-second advertising message should not exceed - ✔✔75 words
Promotion - ✔✔Communication to build and maintain relationships by informing and
persuading one or more audiences
Possible Objectives of Promotion - ✔✔1. Create Awareness
2. Stimulate Demand
3. Encourage Product Trial
4. Identify Prospects
5. Stimulate word of mouth
6. Retain Loyal Customers
7. Facilitate Reseller Support
8. Combat competitive promotional efforts
9. Reduce Sales Fluctuations
10. Generate positive social media posts
Primary demand - ✔✔Demand for a product category rather than for a specific brand
New introductory promotion - ✔✔Promotion that informs consumers about a new product
, Selective demand - ✔✔Demand for a specific brand
How can selective demand be stimulated? - ✔✔By increasing the number of product uses and
promoting them through advertising campaigns, as well as through price discounts, free
samples, coupons, consumer contests and games, and sweepstakes
Promotion mix - ✔✔A combination of promotional methods used to promote a specific
product
The Four Possible Elements of a Promotion Mix - ✔✔1. Personal selling
2. Public relations
3. Sales promotion
4. Advertising
Advertising - ✔✔A paid nonpersonal communication about an organization and its products
transmitted to a target audience through mass media, including television, radio, the internet,
newspapers, magazines, video games, direct mail, outdoor displays, and signs on mass transit
vehicles
Kinesic communication - ✔✔Communicating through the movement of head, eyes, arms,
hands, legs, or torso
Ex. Winking, head nodding, hand gestures, and arm motions
Proxemic communication - ✔✔Communicating by varying the physical distance in face-to-face
interactions
Tactile communication - ✔✔Communicating through touching
Strategy Review
Integrated marketing communications - ✔✔Coordination of promotion and other marketing
efforts for maximum informational and persuasive impact on customers
Major goal of Integrated marketing communications - ✔✔To send a consistent message to
customers
Communication - ✔✔A sharing of meaning through the transmission of information
Source - ✔✔A person, a group, or an 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
Audience - ✔✔Two or more receivers
Coding process (or encoding) - ✔✔Converting meaning into a series of signs or symbols
Communications channel - ✔✔The medium of transmission that carries the coded message
from the source to the receiver
Transmission media - ✔✔Include printed words (newspapers and magazines), broadcast media
(television and radio), and digital communication (social media platforms such as Facebook and
YouTube)
Decoding process - ✔✔Converting signs or symbols into concepts and ideas
,Noise - ✔✔Anything that reduces a communication's clarity and accuracy
Feedback - ✔✔The receiver's response to a decoded message
Channel capacity - ✔✔The limit on the volume of information a communication channel can
handle effectively
A 30-second advertising message should not exceed - ✔✔75 words
Promotion - ✔✔Communication to build and maintain relationships by informing and
persuading one or more audiences
Possible Objectives of Promotion - ✔✔1. Create Awareness
2. Stimulate Demand
3. Encourage Product Trial
4. Identify Prospects
5. Stimulate word of mouth
6. Retain Loyal Customers
7. Facilitate Reseller Support
8. Combat competitive promotional efforts
9. Reduce Sales Fluctuations
10. Generate positive social media posts
Primary demand - ✔✔Demand for a product category rather than for a specific brand
New introductory promotion - ✔✔Promotion that informs consumers about a new product
, Selective demand - ✔✔Demand for a specific brand
How can selective demand be stimulated? - ✔✔By increasing the number of product uses and
promoting them through advertising campaigns, as well as through price discounts, free
samples, coupons, consumer contests and games, and sweepstakes
Promotion mix - ✔✔A combination of promotional methods used to promote a specific
product
The Four Possible Elements of a Promotion Mix - ✔✔1. Personal selling
2. Public relations
3. Sales promotion
4. Advertising
Advertising - ✔✔A paid nonpersonal communication about an organization and its products
transmitted to a target audience through mass media, including television, radio, the internet,
newspapers, magazines, video games, direct mail, outdoor displays, and signs on mass transit
vehicles
Kinesic communication - ✔✔Communicating through the movement of head, eyes, arms,
hands, legs, or torso
Ex. Winking, head nodding, hand gestures, and arm motions
Proxemic communication - ✔✔Communicating by varying the physical distance in face-to-face
interactions
Tactile communication - ✔✔Communicating through touching
