10.4 plan promotion

Question 1

in effective communication, who the information is communicated to

Answer 1

receiver

Question 2

Which of the following is not part of effective communication?

• the sender
• the receiver
• the advertisement
• information

Answer 2

the advertisement

Question 3

Choosing target markets and studying their needs and decision-making process can make _____ more effective

Answer 3

Choosing target markets and studying their needs and decision-making process can make promotion more effective

Question 4

in effective communication, the way the info will be transmitted to the receiver

Answer 4

communication channel

Question 5

Describe the components of effective communication.

just read

Answer 5

• communication begins with a person or organization (sender) that has info to communicate to another person or organization (receiver)
• the sender chooses the way (communication channel) the info will be transmitted to the receiver
• before sending the message, the sender decides the form in which the info will be sent - text, spoken words, pictures, etc
• the info is prepared (encoding)
• the info is received by receiver and interprets it for understanding (decoding)
• to be sure that the communication achieved the desired result, the sender needs to have a response from the receiver (feedback)
• if the receiver understood the info and responds in a way the sender wanted, communication was effective
• if the receiver does not respond or acts in an unexpected way, communication failed

Question 6

in promotion, the business is the _____ and the consumer is the _____

Answer 6

in promotion, the business is the sender and the consumer is the receiver

Question 7

What are the 2 types promotion?

Answer 7

• personalized promotion
• mass promotion

Question 8

_____ merchandising allows a retailer to use visual signals to replace a salesperson for info

Answer 8

visual

Question 9

What is promotion used for?

Answer 9

to influence knowledge, beliefs, and actions about products, services or ideas

Question 10

merchandising that uses visual signals to communicate in a retail setting

Answer 10

visual merchandising

Question 11

non paid promotional communication presented by the media rather than by the business or organization that is being promoted

Answer 11

publicity

Question 12

What is the most well known type of personalized promotion?

Answer 12

personal selling

Question 13

a set of promotional activities designed to generate sales in the retail setting

Answer 13

merchandising

Question 14

Describe mass personalization.

Answer 14

• begins with promotion thru mass media like newspapers, mass mailings, or internet
• prospective customers see the advertisement and become interested in the product or service
• the company then provides an easy to use method for the consumer to gather more personalized info
• a customer who views an internet ad or uses a search engine to gather info can then be encouraged to complete an online survey
• these questions provide the business with more specific info about the consumer including their interests and needs
• after the survey is submitted, the consumer is taken to a more specific website tailored to their profile or they are sent an email with specific info

Question 15

the exchange of information so there is common understanding by all participants

Answer 15

effective communication

Question 16

• is directed to many people at the same time
• promotional message is not individualized
• is less expensive

Answer 16

mass promotion

Question 17

communicates directly with each customer using information tailored to that person

Answer 17

personalized promotion

Question 18

direct, individualized communication with prospective customers to assess their needs and assist them in satisfying those needs with appropriate products and services

Answer 18

personal selling

Question 19

What are common promotional channels?

Answer 19

• advertising media
• salespeople
• the internet

Question 20

communicates with many people at the same time with a common message

Answer 20

mass promotion

Question 21

the most effective but also most effective type of promotion is

• personal selling
• advertising
• publicity
• public relations

Answer 21

personal selling

Question 22

Describe displays.

Answer 22

• set up by retailers to exhibit a product at the point of sale
• sometimes placed at the front of stores to entice customers into the store
• sometimes sale items are desplayed at the back of the store to make customers pass other merchandise to increase impulse purchasing

Question 23

in effective communication, the receiver obtains the info from the channel and interprets it for understanding

Answer 23

decoding

Question 24

a business needs to provide information to ____ in order to persuade them to make a purchase

Answer 24

a business needs to provide information to consumers in order to persuade them to make a purchase

Question 25

in effective communication, preparing the info to be communicated

Answer 25

encoding

Question 26

any form of communication used to inform, persuade, or remind

Answer 26

promotion

Question 27

in effective communication, communication begins with this person or organization

Answer 27

sender

Question 28

includes activities and materials designed to reinforce a company's brand and image; it is also a direct incentive to take an action likely to immediately increase sales of a product or service

Answer 28

sales promotion

Question 29

ongoing program of non paid and paid communications; it is planned to favorably influence public opinion about an organization, marketing effort, idea or issue

Answer 29

public relations

Question 30

which promotion is the most effective form of marketing communication?

Answer 30

personalized promotion

Question 31

who uses promotion?

Answer 31

* businesses * organizations * groups * individuals

Question 32

What are some examples of visual merchandising?

Answer 32

* shelf labels * signs * displays

Question 33

Which promotion type is the most expensive?

Answer 33

personalized promotion

Question 34

How does identifying a target market improve promotion communications?

Answer 34

* it makes promotion more effective * communication can be very specific to the needs of that group using media that are familiar to and trusted by those consumers * the business then will understand where teh customers are in the decision making process * business will tailor promotional messages * the early messages get attention and give simple info about the product or service and the needs it satisfies * later promotions can compare the product to competing brands - they can point out advantages that are important to the target market * when customers purchase the product, promotions can switch to providing reinforcement of their decision and offering after sale services

Question 35

\_\_\_\_\_ is an important form of communication

Answer 35

promotion

Question 36

any paid form of communication through mass media directed at identified consumers to provide information and influence

Answer 36

advertising

Question 37

* usually done face to face with each customer * customer visits the business to meet with a salesperson or the salesperson goes to the home or business of the customer * can be completed using telephone calls or live audio and video internet connections * often used for complex and expensive products and services

Answer 37

personal selling

Question 38

What are the most common **_advertisin_**g media?

Answer 38

* tv * radio * newspapers * magazines * mass mailings * outdoor displays * internet

Question 39

in effective communication, a response from the receiver to the sender

Answer 39

feedback