Chapter 12

Question 1

Promotion

Answer 1

The coordination of a marketer’s communication efforts to influence attitudes or behavior

Question 2

Promotion Mix

Answer 2

The major elements of marketer-controlled communication, including advertising, sales promotion, public relations, personal selling, and direct marketing

Question 3

Promotional Control Continuum

Answer 3

High-Advertising, Sales promotion, personal selling, direct marketing, public relations, word of mouth-low

Question 4

Multi Channel Promotional Strategy

Answer 4

A marketing communication strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities

Question 5

Integrated Marketing communications

Answer 5

A strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences

Question 6

Steps to develop the promotional plan

Answer 6

1. Identify the Target Audiences
2. Establish the Communications Objectives
3. Determine and allocate the marketing communication budget
4. Design the promotion mix
5. Evaluate the effectiveness of the communication program

Question 7

Source

Answer 7

“An organization or individual that sends a message

Question 8

Encoding

Answer 8

The process of translating an idea into a form of communication that will convey meaning

Question 9

Message

Answer 9

The communication in physical form that goes from a sender to a receiver

Question 10

Medium

Answer 10

A communication vehicle through which a message is transmitted to a target audience

Question 11

Decoding

Answer 11

The process by which a receiver assigns meaning to the message.”

Question 12

Receiver

Answer 12

The organization or individual that intercepts an interprets the message

Question 13

Noise

Answer 13

Anything that interferes with effective communication

Question 14

Feedback

Answer 14

Receivers’ reactions to the message

Question 15

Hierarchy of effect

Answer 15

A series of steps prospective customers move through, from initial awareness of a product to brand loyalty

Question 16

AIDA Model

Answer 16

The communication goals of attention, interest, desire, and action

Question 17

One to many model of communication

Answer 17

Mass communication
Advertising
Public relations
Sales promotion

Question 18

One to one model of communication

Answer 18

Personal communication
Personal selling
Direct marketing

Question 19

Many to many model of communication

Answer 19

Interactive” communication
Buzz building
Social media

Question 20

Mass communication

Answer 20

Television, radio, magazines, and newspapers

Question 21

Advertising

Answer 21

Non-personal communication from an identified sponsor using mass media”

Question 22

Public relations

Answer 22

A variety of communication activities that seek to create and maintain a positive image of an organization and its products among various publics

Question 23

Sales Promotion

Answer 23

Incentives that marketers design to build interest in or encourage purchase of a product during a specified period

Question 24

Personal Selling

Answer 24

The direct interaction between a company representative and a customer that can occur in person, by phone, or even over an interactive computer link

Question 25

Direct Marketing

Answer 25

Direct communication with a consumers seeking to gain a direct response

Question 26

Buzz

Answer 26

Word-of-mouth communication that customers view as authentic

Question 27

Social Media

Answer 27

Internet-based platforms that allow users to create their own content and share it with others who access these sites

Question 28

Traditional Media

Answer 28

Print media-Newspaper, Magazines Broadcast media-Radio, Television Out-of-Home-Billboards

Question 29

Social Networks

Answer 29

Sites used to connect people with other similar people

Question 30

Geospatial Platforms

Answer 30

Digital applications that integrate sophisticated GPS technology to enable users to alert friends of their exact whereabouts via their phones

Question 31

Word of mouth communications

Answer 31

When consumers provide information about products to other consumers

Question 32

Viral Marketing

Answer 32

Marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers

Question 33

Guerilla Marketing

Answer 33

The use of unconventional and low-budget brand experiences and encounters designed to grab attention