Chap 16** Flashcards Preview

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Flashcards in Chap 16** Deck (40):
1

Function of the informing persuading, and influencing the consumer's purchase decision is called?

Promotion

2

Messages that deal with buyer-seller relationships is called?

Marketing communications

3

Coordination of all promotional activities to produce a unified, customer-focused promotional message is called?

Integrated marketing communications IMC
- all channels

4

What is the role of databases in effective IMC programs?

- internet allows companies to gather information faster and organize it easily
- direct sampling is a frequently used method to obtain customer opinions

5

The Communication Process

Sender (Source) > Message > [channel] > Decoding > Receiver

Receiver > [feedback] > Sender

Noise = distractions

6

What does an effective message do?

- Gains the receivers attention
- Achieves understanding by both sender and receiver
- Stimulates receiver's needs and suggests appropriate methods of satisfying them

7

The steps through which wan individual reaches a purchase decision are:

Attention
Interest
Desire
Action

AIDA

8

Encoding is what?

Translating a message into understandable terms

9

Receivers interpretation of a message; toughest step is called what?

Decoding

10

A channel in communication process is ?

medium through which a message is delivered

11

Receivers response?

Feedback

12

Interference at some stage in the communication process

Noise

13

What is a subset of the marketing mix?

Promotional mix
- Marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives

14

What is oldest form of promotion?

Personal selling

15

Any paid, non-personal communication about a business good is called?

Advertising

16

When a marketer pays a motion picture owner a fee to display his or her product prominently in the film or show?

Product placement

17

Marketing activities that stimulate consumer purchasing and dealer effectiveness is called a _____?

Sales promotion

-display, coupon, contests, samples, premiums, product demonstration

18

What is a trade promotion?

Sales promotion geared to market intermediaries

19

Direct marketing is what?

Use of direct communication to a consumer or business recipient designed to generate a response

20

A firms communications and relationships with its various publics is called ?

Public relations

21

What is guerrilla marketing?

Unconventional, innovative and low-cost techniques to get consumers' attention
- buzz marketing

22

Table 16.2 Advantage and Disadvantage of Promotional Mix Elements

-

23

What objective of advertising seeks to develop initial demand for a good, service, organization, person, place, idea or cause?

Informative advertising

24

Persuasive advertising attempts to do what?

Increase demand for an existing good, service, organization, person, etc

25

What strategy emphasizes messages with direct or indirect promotional comparisons between competing brands?

Comparative advertising
- used by firms whose products are not market leaders

26

Celebrity testimonial and endorsement can do what?

Improve product recognition

27

3 things an ad needs to accomplish:

Educate
Enhance brand loyalty
Improve consumer perception

28

A series of different but related ads that use a single theme and appear in different media within a specified time period is a ______ ?

Advertising campaign

29

3 Different advertising appeals?

Fear
Humor
Sex

Used to be 3 Bs (Babies, Beauty, Beast)

30

3 Goals when developing an ad

Gain attention or interest
Inform or persuade
Lead to purchase or other desired action

31

*4 Elements of a typical ad

.Headline
.Illustration
.Body Copy (fine print, information)
.Signature

32

Nonmarketing public relations

a companys messages about general management issues

33

Marketing public relations MPR

focused public relations activities that directly support marketing goals

34

What is puffery?

- exaggerated claims of a products superiority
- Use of subjective or vague statements that may not be literally true

35

Assesses how well a particular medium delivers a message, where and when to place ads and the size of audience

Media research

36

What tests consumer reactions to an advertisement's creative message?

Message research

37

What are split runs?

Allow advertisers to test two or more ads at the same time.

38

*Delite, a food and beverage company is launching a new range of frozen food. The marketing department at Delite wants to develop an IMC strategy for the product launch. Which of the following should be the first step taken by the marketing department in order to develop an effective IMC strategy?

Identify wants and needs of consumers

39

*In the context of the communication process, translating a message into understandable terms and transmitting it though a communications channels is known as _____.

Encoding

40

*When a pharmaceutical company advertises that its product has a greater relieving effect than Tylenol, it is using ____ advertising.

Comparative - not used by dominant players