Chapter 15

Question 1

The combination of one or more communication tools used to (1) inform prospective buyers about the benefits of the product,
(2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

Answer 1

promotional mix

Question 2

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences.

Answer 2

integrated marketing communications (IMC)

Question 3

The process of conveying a message to others that requires six elements: a source, a message, a
channel of communication, a receiver, and the processes of encoding and decoding.

Answer 3

communication

Question 4

Extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.

Answer 4

noise

Question 5

Any paid form of
nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

Answer 5

advertising

Question 6

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence the purchase decision of a person or group.

Answer 6

personal selling

Question 7

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

Answer 7

public relations

Question 8

A nonpersonal, indirectly paid presentation of an organization, product, or service.

Answer 8

publicity

Question 9

A short-term inducement of value offered to arouse interest in buying a product or service.

Answer 9

sales promotion

Question 10

A promotional alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.

Answer 10

direct marketing

Question 11

Directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

Answer 11

push strategy

Question 12

Directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.

Answer 12

pull strategy

Question 13

The sequence of stages a prospective buyer goes through from initial
awareness of a product to eventual action that includes awareness, interest, evaluation, trial, and adoption of the product.

Answer 13

hierarchy of effects

Question 14

The result of direct marketing offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.

Answer 14

direct orders

Question 15

The result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.

Answer 15

lead generation

Question 16

The outcome of a direct marketing offer designed to motivate people to visit a business.

Answer 16

traffic generation