4/7 Class

Question 1

chapter 14

Answer 1

know it

Question 2

IMC (integrated marketing communications)

Answer 2

1. advertising - one way paid communication that identifies the sponsor
2. public relations - building good relations through, annual reports, blogs, publicity, etc.
3. Sales Promotion - encourage consumer purchases or dealer effectiveness
4. Personal Selling - Personal, paid for communication between two people

Question 3

earned media

Answer 3

where you do something noteworthy to make people notice you

Question 4

AIDA

Answer 4

Attention
Interest
Desire
Action

Question 5

push vs pull strategies for promotion

Answer 5

push - manufacturer, wholesaler, retailer, consumer, ex: adds are focused towards pushing your product through the channel
pull - manufacturer, consumer, wholesaler, manufacturer, ex: where adds are sent to the consumer

Question 6

communication process

Answer 6

receiver through the feedback channel to the sender then, noise affects the encoding of the message through the message channel and then there is a decoding to the receiver

Question 7

Three basic goals of the promotional mix

Answer 7

inform/educate prospective buyers
persuade to try/buy
remind about benefits