YPRIMAR CHAPTER 9: INTEGRATED MARKETING COMMUNICATIONS Integrated marketing communications coordination of promotion and other marketing efforts for

or maximum informational and persuasive impact PROMOTION AND THE COMMUNICATION PROCESS Communication a sharing of meaning through the transmission of information Source a person, group, or 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 Decoding process converting signs or symbols into concepts and ideas Noise anything that reduces a communications clarity and accuracy Feedback the receivers response to a decoded message Channel capacity the limit on the volume of information a communication channel can handle effectively THE ROLE AND OBJECTIVES OF PROMOTION Promotion communication to build and maintain relationships by informing and persuading one or more audiences Create awareness Stimulate demand Primary demand demand for a product category rather than for a specific brand Pioneer promotion promotion that informs consumers about a new product Selective demand demand for a specific brand Encourage product-trial Identify prospects Retain loyal customers Facilitate reseller support Combat competitive promotional efforts Reduce sales fluctuations THE PROMOTION MIX Promotion mix a combination of promotional methods used to promote a specific product Advertising a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media Personal selling is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation Kinesic communication communicating through the movement of head, eyes, arms, hands, legs, or torso Proxemic communication communicating by varying the physical distance in face-to-face interactions Source: Marketing, 2013 ed. (Ferrell, Hult, & Pride) v3.0 Prepared by: Acidera, Jaypaul O. Tactile communication communicating through touching Public relations a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders Sales promotion an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers PUSH AND PULL CHANNEL POLICIES Push policy promoting a product only to the next institution down the marketing channel Pull policy promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel THE GROWING IMPORTANCE OF WORD-OF-MOUTH COMMUNICATIONS Word-of-mouth communication personal informal exchanges of communication that costumers share with one another about products, brands, and companies Buzz marketing an attempt to incite publicity and public excitement surrounding a product through a creative event Viral marketing a strategy to get consumers to share a marketers message, often through e-mail or online videos, in a way that spreads dramatically and quickly Product placement the strategic location of products or product promotions within entertainment media content to reach the products target market