Ch 14 (Promotion- Introduction to Integrated Marketing Communications)

Question 1

communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior

Answer 1

Promotion

Question 2

involves direct spoken communication between sellers and potential customers

Answer 2

Personal Selling

Question 3

communicating with large numbers of potential customers at the same time

Answer 3

Mass selling

Question 4

is any paid form of non-personal presentation of ideas, good, or services by a identified sponsor

Answer 4

Advertising

Question 5

an unpaid form of ni personal presentation of ideas, goods, or services

Answer 5

Publicity

Question 6

refers to promotion activities- other than advertising, publicity, and personal selling- that stimulate interest, trial, or purchase by final customers or others in the channel.

Answer 6

Sales promotion

Question 7

are concerned with managing personal selling

Answer 7

Sales managers

Question 8

manage their company’s mass-selling efforts- in television, newspapers, magazines, and other media.

Answer 8

Advertising managers

Question 9

communication with noncustomers, including labor, public groups, stockholders, and the gov.

Answer 9

Public relations

Question 10

manage their company’s sales promotion effort

Answer 10

Sales promotion managers

Question 11

the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message

Answer 11

Integrated marketing communications

Question 12

Three basic promotion objectives:

Answer 12

• Informing
• Persuading
• Reminding

Question 13

objective to show that it meets consumer needs better than other products

Answer 13

Informing

Question 14

objective means the fill will try to delevop a favorable set of attitudes so customers will buy, and keep buying, its product

Answer 14

Persuading

Question 15

objective to keep good relationship with customer

Answer 15

Reminding

Question 16

consist of four promotion jobs:

• Attention
• Interest
• Desire
• Action

Answer 16

AIDA model

Question 17

means a source trying to reach a receiver with a message

Answer 17

Communication process

Question 18

the sender of the message

Answer 18

Source

Question 19

a potential customer

Answer 19

Receiver

Question 20

any distraction that reduces the effectiveness of the communication process

Answer 20

Noise

Question 21

the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver

Answer 21

Encoding

Question 22

the receiver translating the message

Answer 22

Decoding

Question 23

the carrier of the message

Answer 23

Message channel

Question 24

means using normal promotion effect- personal selling, advertising, and sale promotion- to help sell the whole marketing mix to possible channel members

Answer 24

Pushing

Question 25

means getting customers to ask intermediaries for the product

Answer 25

Pulling

Question 26

shows when different groups accept ideas

Answer 26

Adoption curve

Question 27

are first to adopt

Answer 27

innovators

Question 28

are well respected by their peers and often are opinion leaders

Answer 28

Early adopter

Question 29

avoid risk and wait to consider a new idea after many early adopters have tried it - and like it

Answer 29

Early majority

Question 30

are cautious about new idea

Answer 30

Late majority

Question 31

prefer to do thing the way they’ve been done in the past and are very suspicious of new ideas

Answer 31

Laggards/nonadopters

Question 32

demand for general product idea- not just for the company’s own brand

Answer 32

Primary demand

Question 33

demand for a company’s own brand

Answer 33

Secondary demand

Question 34

basing the budget on the job to be done

Answer 34

Task method