CH 16 -- Integrated Marketing Communications. Advertising, and Public Relations

Question 1

Promotion

Answer 1

Communication link between buyers and sellers; the function of informing, persuading, and influencing a consumers purchase decision

Question 2

Marketing Communications

Answer 2

Messages that deal with buyer-seller relationships

Question 3

Integrated Marketing Communications (IMC)

Answer 3

Coordination of all promotional activities to produce a unified, customer focused promotional message

Question 4

Sender

Answer 4

Source of the message communicated to the reciever

Question 5

Message

Answer 5

Communication of information, advice, or a request by the sender to the reciever

Question 6

AIDA Concept

Answer 6

Steps through which an individual reaches a purchase decision: attention, interest, desire, and action

Question 7

Promotional Mix

Answer 7

Subset of the marketing mix in whcih marketers attempt to achieve the optimal blending of the elements of personal and nonpersonal selling to achieve promotional objectives

Question 8

Personal Selling

Answer 8

Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer

Question 9

Nonpersonal Selling

Answer 9

Promotion that includes advertising, product placement, sales promotion, direct marketing, public relations, and guerilla marketing – all conducted without being face-to-face with the buyer

Question 10

Advertising

Answer 10

Paid, nonpersonal communications through various media about a business firm, not-for-profit organization, product or idea by a sponsor identified to inform or persuade members of a particular audience.

Question 11

Product Placement

Answer 11

Form of promotion in which a marketer pays a motion picture or TV program owner a fee to display a product prominently in the film or show

Question 12

Sales Promotion

Answer 12

Marketing activities other than personal selling, advertising, guerilla advertising and public relations that stimulate consumer purchasing and dealer effectiveness

Question 13

Trade Promotion

Answer 13

Sales promition that appeals to marketing intermediaries rather than consumers

Question 14

Direct Marketing

Answer 14

Direct communications, other than personal sales contacts, between buyer and seller, designed to generate sales, information requests, or store/website visits

Question 15

Public Relations

Answer 15

Firm’s communications and relationships with its various publics

Question 16

Guerrilla Marketing

Answer 16

Unconventional, innovative, and low-cost marketing techniques designed to get consumers’ attention in unusual ways

Question 17

Sponsorship

Answer 17

Relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for direct association with that events or activity

Question 18

Product Advertising

Answer 18

Nonpersonal selling of a particular good or service

Question 19

Institutional Advertising

Answer 19

Promotion of a concept, and idea, a philosophy, or the goodwill of an industry, company, organization, person, location or government agency

Question 20

Informative Advertising

Answer 20

Promotion that seeks to develop intital demand for a good, service, organization, person, place, idea or cause

Question 21

Persuasive Advertising

Answer 21

Promotion that attempts to increase demand for an existing good, service, organization, person.. etc

Question 22

Reminder Advertising

Answer 22

Advertising that reinforces precious promotional activity by keeping the name of the ….. before the public

Question 23

Comparative Advertising

Answer 23

Advertising strategy that emphasizes messages with direct or indirect promotional comparisons between competing brands

Question 24

Cooperative Advertising

Answer 24

Strategy in which a retailer shares advertising costs with a wholesaler or manufacturer

Question 25

Interactive Advertising

Answer 25

Two-way promotional messages transmitted through communication channels that induce messages recipients to participate actively in promotion

Question 26

Advertising Campaign

Answer 26

Series of different but related ads that use single theme and appear in different media within a specified time period

Question 27

Nonmarketing Public Relations

Answer 27

Organizational messages about general management issues

Question 28

Marketing Public Relations

Answer 28

Focused public relations activities that directly support marketing goals

Question 29

Cross Promotion

Answer 29

Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs

Question 30

Media Research

Answer 30

Advertising research that assesses how well a particular medium delivers an advertisers message, where and when to a place the advertisngments and the size of the audience

Question 31

Message research

Answer 31

Advertising research that tests consumer reactions to an advertisement’s creative message

Question 32

Pretesting

Answer 32

research that evaluates an ad during the development stage