MKT 350 Exam 5 - Courtney Pham Study Set
Integrated Marketing Communications - ANSWER Coordination of promotion
and other marketing efforts for maximum informational and persuasive effect.
The major goal is to send a consistent message to customers.
Major goal of Integrated Marketing Communications - ANSWER send a
consistent message to customers
The Communication Process - ANSWER Communication, Source, Receiver,
Encoding Process, Communication Channel, Decoding Process, Noise,
Feedback, Channel Capacity
Communication - ANSWER A sharing of meaning through the transmission of
information
Source - ANSWER person, group, or organization with a meaning it tries to share
with the audience
Receiver - ANSWER individual, group, or organization that decodes a coded
message. The audience
Encoding Process - ANSWER Converting meaning into series of signs or
symbols
Communications Channel - ANSWER medium of transmission that carries the
coded message from source to receiver
Decoding Process - ANSWER Conversion of signs or symbols into concepts and
ideas
Noise - ANSWER anything which reduces communications clarity and accuracy
Noise - ANSWER Occurs during encoding and decoding when people from
different cultures stumble over each other's languages.
Encoding - ANSWER sender
Decoding - ANSWER Receiver
, Feedback - ANSWER receivers response to the message
channel capacity - ANSWER limit on volume of information communication
channel can handle effectively
Promotion - ANSWER Communication to build and maintain relationships by
informing and persuading one or more audiences
The Role and Objectives of Promotion - ANSWER 1) Create awareness
2)Stimulate demand
3)Encourage product trial
4)Identify prospects
5)Retain loyal customers
6)Facilitate re-seller support
7)Combat Competitive promotional efforts
8) Reduce Sales fluctuations
Create Awareness - ANSWER Crucial to initiating product adoption process
Refresh interest in existing brands and products
Stimulate Demand - ANSWER primary demand, pioneer demand, and selective
demand
Primary Demand - ANSWER is demand for product category rather than for a
specific brand
Primary Demand - ANSWER Person wants coffee but does not care what brand
Pioneer Promotion - ANSWER informs consumers about new product
Selective Demand - ANSWER is demand for a specific brand
Selective Demand - ANSWER Customer wants coffee and it must be Starbucks
coffee
Encourage Product Trial - ANSWER free samples, coupons, test drives, limited
free-use offers, contest, games
Identify Prospects - ANSWER Customer-response promotions generate sales
leads
Retain Loyal Customers - ANSWER Cheaper than acquiring new ones
Frequent-user programs
Integrated Marketing Communications - ANSWER Coordination of promotion
and other marketing efforts for maximum informational and persuasive effect.
The major goal is to send a consistent message to customers.
Major goal of Integrated Marketing Communications - ANSWER send a
consistent message to customers
The Communication Process - ANSWER Communication, Source, Receiver,
Encoding Process, Communication Channel, Decoding Process, Noise,
Feedback, Channel Capacity
Communication - ANSWER A sharing of meaning through the transmission of
information
Source - ANSWER person, group, or organization with a meaning it tries to share
with the audience
Receiver - ANSWER individual, group, or organization that decodes a coded
message. The audience
Encoding Process - ANSWER Converting meaning into series of signs or
symbols
Communications Channel - ANSWER medium of transmission that carries the
coded message from source to receiver
Decoding Process - ANSWER Conversion of signs or symbols into concepts and
ideas
Noise - ANSWER anything which reduces communications clarity and accuracy
Noise - ANSWER Occurs during encoding and decoding when people from
different cultures stumble over each other's languages.
Encoding - ANSWER sender
Decoding - ANSWER Receiver
, Feedback - ANSWER receivers response to the message
channel capacity - ANSWER limit on volume of information communication
channel can handle effectively
Promotion - ANSWER Communication to build and maintain relationships by
informing and persuading one or more audiences
The Role and Objectives of Promotion - ANSWER 1) Create awareness
2)Stimulate demand
3)Encourage product trial
4)Identify prospects
5)Retain loyal customers
6)Facilitate re-seller support
7)Combat Competitive promotional efforts
8) Reduce Sales fluctuations
Create Awareness - ANSWER Crucial to initiating product adoption process
Refresh interest in existing brands and products
Stimulate Demand - ANSWER primary demand, pioneer demand, and selective
demand
Primary Demand - ANSWER is demand for product category rather than for a
specific brand
Primary Demand - ANSWER Person wants coffee but does not care what brand
Pioneer Promotion - ANSWER informs consumers about new product
Selective Demand - ANSWER is demand for a specific brand
Selective Demand - ANSWER Customer wants coffee and it must be Starbucks
coffee
Encourage Product Trial - ANSWER free samples, coupons, test drives, limited
free-use offers, contest, games
Identify Prospects - ANSWER Customer-response promotions generate sales
leads
Retain Loyal Customers - ANSWER Cheaper than acquiring new ones
Frequent-user programs
