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18 Cards in this Set
- Front
- Back
integrated marketing communications |
coordination of promotion and other marketing efforts for maximum information and persuasive impact |
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If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice:
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Integrated marketing communications |
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what is a major goal of integrated marketing communications? |
to send a consistent message to customers. allow an organization to coordinate and manage its promotional efforts to transmit consistent messages. enable synchronization of promotion elements and can improve the efficiency and effectiveness of promotion budgets. |
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communication |
a sharing of meaning through the transmission of information |
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source |
a person, group or organization with a meaning it attempts to share with a receiver or an audience. ex. electronics salesperson wishing to communicate the attributes of 3D television. |
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In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication:
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source |
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receiver |
the individual, group or organization that decodes a coded message. |
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coding process |
converting meaning into a series of signs or symbols |
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communications channel |
the medium of transmission that carries the coded message from the source to the receiver or audience. |
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decoding process |
signs or symbols are converted into concepts and ideas. |
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Noise |
when the result of decoding differs from what was coded, noise exists. anything that reduces the clarity and accuracy of the communication; |
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During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of _____ in the communication process
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noise |
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feedback |
the receiver's response to a decoded message
the receiver or audience provides the original source with a response to the message |
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channel capacity |
the limit on the volume of information a communication channel can handle effectively. |
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channel capacity |
the limit on the volume of information a communication channel can handle effectively. |
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Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the _____ consideration in effective communication
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Channel capacity |
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promotion |
communication to build and maintain relationships by informing and persuading one or more audiences. |
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Head nodding, winking, hand gestures, and arm motions are all forms of _____ communication. |
kinsesic |