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Related Flashcards
Related Topics
Cards In This Set
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Integrated marketing communications (IMC)
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Coordination of promotional efforts for maximum informational and persuasive impact
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Branded entertainment
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Branded content, which includes product placement, that is designed to combine electronic media with an advertiser to create an integrated, entertaining product
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Communication
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A sharing of meaning
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Source
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A person, group, or organization with a meaning it tries to share
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Receiver
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The individual, group, or organization that decodes a coded message
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Coding process
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Converting meaning into a series of signs or symbols
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Communications channel
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The medium of transmission that carries the coded message from the source to the receiver or audience
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Decoding process
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Converting signs or symbols into concepts and ideas
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Noise
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Anything that reduces a communication's clarity and accuracy
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Feedback
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The receiver's response to a message
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Channel capacity
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The limit on the volume of information a communication channel can handle effectively
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Promotion
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Communication to build and maintain relationships by informing and persuading one or more audiences
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Primary demand
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Demand for a product category rather than for a specific brand
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Pioneer promotion
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Promotion that informs consumers about a new product
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Selective demand
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Demand for a specific brand
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