CHAPTER 14

Question 1

Social Communication Model

Answer 1

An approach to communication based on interactive social media and conversational communication styles.

Question 2

Core Message

Answer 2

The single most important idea an advertiser hopes to convey to the target audience about its products or the company.

Question 3

Communication Mix

Answer 3

A blend of communication vehicles—advertising, direct response marketing, personal selling, sales promotion, social media, and public relations—that a company uses to reach current and potential customers.

Question 4

Inbound Marketing

Answer 4

Strategy that attracts customers by offering value-added information related to the subjects they are already engaged in and the products that already interest them.

Question 5

Content Marketing

Answer 5

The tactic of offering helpful, value-added content to potential customers.

Question 6

Integrated Marketing Communications (IMC)

Answer 6

A strategy of coordinating and integrating communication and promotion efforts with customers to ensure greater efficiency and effectiveness.

Question 7

Advertising

Answer 7

The delivery of announcements and promotional messages
via time or space purchased in various media.

Question 8

Advertising Appeal

Answer 8

A creative tactic designed to capture the audience’s attention and promote preference for the product or company being advertised.

Question 9

Advertising Media

Answer 9

Communication channels that companies use to reach target audiences.

Question 10

Product Placement

Answer 10

The paid display or use of products in television shows, movies, and video games.

Question 11

Direct Response Marketing

Answer 11

Direct communication with potential customers other than personal sales contacts designed to stimulate a measurable response; also known as direct marketing.

Question 12

Personal Selling

Answer 12

One-on-one interaction between a salesperson and a prospective buyer.

Question 13

Consultative Selling

Answer 13

An approach in which a salesperson acts as a consultant and adviser to help customers find the best solutions to their personal or business needs.

Question 14

Prospecting

Answer 14

The process of finding and qualifying potential customers.

Question 15

Closing

Answer 15

The point at which a sale is completed.

Question 16

Sales Promotion

Answer 16

A wide range of events and activities designed to promote a brand or stimulate interest in a product.

Question 17

Experiential Marketing

Answer 17

Special events that emphasize fun, discovery, or community involvement.

Question 18

Rebates

Answer 18

Partial reimbursements of price, offered as a purchase incentive.

Question 19

Point-Of-Purchase (POP) Display

Answer 19

Advertising or other display materials set up at retail locations to promote products to potential customers as they are making their purchase decisions.

Question 20

Trade Promotions

Answer 20

Sales promotion efforts aimed at inducing distributors or retailers to push a producer’s products.

Question 21

Trade Allowances

Answer 21

Discounts or other financial considerations offered by producers to wholesalers and retailers.

Question 22

Word of Mouth

Answer 22

Communication among custom- ers and other parties, transmitting information about companies and products through online or offline personal conversations.

Question 23

Conversation Marketing

Answer 23

An approach to customer communication in which companies initiate and facilitate conversations in a networked community of potential buyers and other interested parties.

Question 24

Brand Communities

Answer 24

Formal or informal groups of peo- ple united by their interest in and ownership of particular products.

Question 25

Social Customer Care

Answer 25

The use of social media to listen for complaints or frustrations, to respond to customers who ask for help, and to share useful information with their brand communities.

Question 26

Public Relations (PR)

Answer 26

Nonsales communication
that businesses have with their various audiences (including both communication with the general public and press relations).

Question 27

Press Release

Answer 27

A brief statement or video program released to the press announcing new products, management changes, sales performance, and other potential news items; also called a news release.

Question 28

Press-Conference

Answer 28

An in-person or online gathering of media representatives at which companies announce new information; also called a news conference.

Question 29

Marketing Intermediaries

Answer 29

Businesspeople and organizations that assist in moving and marketing goods and services between producers and consumers.

Question 30

Distribution Channel

Answer 30

An organized network of intermediaries that work together to move goods from producer to customer or to facilitate the delivery of services.

Question 31

Wholesalers

Answer 31

Intermediaries that sell products to other intermediaries for resale or to organizations for internal use.

Question 32

Retailers

Answer 32

Intermediaries that sell goods and services to individuals for their own personal use.

Question 33

Merchant Wholesalers

Answer 33

Independent wholesalers that take legal title to goods they distribute.

Question 34

Omnichannel Retailing

Answer 34

Strategy in which a company builds an integrated online and offline presence so that consumers have a seamless experience throughout the buying process.

Question 35

Retail Theater

Answer 35

Tactics designed to engage retail consumers in ways that foster store loyalty, keep shoppers in stores longer, and encourage repeat business.

Question 36

Distribution Strategy

Answer 36

A firm’s overall plan for moving products through intermediaries and on to final customers.

Question 37

Intensive Distribution

Answer 37

A market coverage strategy that tries to place a product in as many outlets as possible.

Question 38

Exclusive Distribution

Answer 38

A market coverage strategy that gives intermediaries exclusive rights to sell a product in a specific geographic area.

Question 39

Selective Distribution

Answer 39

A market coverage strategy that uses a limited number of carefully chosen outlets to distribute products.

Question 40

Augmented Writing

Answer 40

Systems that provide real-time advice about the effectiveness of written language.

Question 41

Automated Writing

Answer 41

The use of AI to to produce finished or near-finished writing.