Chap 16**

Question 1

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

Answer 1

Promotion

Question 2

Messages that deal with buyer-seller relationships is called?

Answer 2

Marketing communications

Question 3

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

Answer 3

Integrated marketing communications IMC

- all channels

Question 4

What is the role of databases in effective IMC programs?

Answer 4

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

Question 5

The Communication Process

Answer 5

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

Receiver > [feedback] > Sender

Noise = distractions

Question 6

What does an effective message do?

Answer 6

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

Question 7

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

Answer 7

Attention
Interest
Desire
Action

AIDA

Question 8

Encoding is what?

Answer 8

Translating a message into understandable terms

Question 9

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

Answer 9

Decoding

Question 10

A channel in communication process is ?

Answer 10

medium through which a message is delivered

Question 11

Receivers response?

Answer 11

Feedback

Question 12

Interference at some stage in the communication process

Answer 12

Noise

Question 13

What is a subset of the marketing mix?

Answer 13

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

Question 14

What is oldest form of promotion?

Answer 14

Personal selling

Question 15

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

Answer 15

Advertising

Question 16

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

Answer 16

Product placement

Question 17

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

Answer 17

Sales promotion

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

Question 18

What is a trade promotion?

Answer 18

Sales promotion geared to market intermediaries

Question 19

Direct marketing is what?

Answer 19

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

Question 20

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

Answer 20

Public relations

Question 21

What is guerrilla marketing?

Answer 21

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

Question 22

Table 16.2 Advantage and Disadvantage of Promotional Mix Elements

Answer 22

-

Question 23

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

Answer 23

Informative advertising

Question 24

Persuasive advertising attempts to do what?

Answer 24

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

Question 25

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

Answer 25

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

Question 26

Celebrity testimonial and endorsement can do what?

Answer 26

Improve product recognition

Question 27

3 things an ad needs to accomplish:

Answer 27

Educate Enhance brand loyalty Improve consumer perception

Question 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 ______ ?

Answer 28

Advertising campaign

Question 29

3 Different advertising appeals?

Answer 29

Fear Humor Sex Used to be 3 Bs (Babies, Beauty, Beast)

Question 30

3 Goals when developing an ad

Answer 30

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

Question 31

*4 Elements of a typical ad

Answer 31

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

Question 32

Nonmarketing public relations

Answer 32

a companys messages about general management issues

Question 33

Marketing public relations MPR

Answer 33

focused public relations activities that directly support marketing goals

Question 34

What is puffery?

Answer 34

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

Question 35

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

Answer 35

Media research

Question 36

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

Answer 36

Message research

Question 37

What are split runs?

Answer 37

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

Question 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?

Answer 38

Identify wants and needs of consumers

Question 39

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

Answer 39

Encoding

Question 40

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

Answer 40

Comparative - not used by dominant players