Chap 16** Flashcards
Function of the informing persuading, and influencing the consumer’s purchase decision is called?
Promotion
Messages that deal with buyer-seller relationships is called?
Marketing communications
Coordination of all promotional activities to produce a unified, customer-focused promotional message is called?
Integrated marketing communications IMC
- all channels
What is the role of databases in effective IMC programs?
- internet allows companies to gather information faster and organize it easily
- direct sampling is a frequently used method to obtain customer opinions
The Communication Process
Sender (Source) > Message > [channel] > Decoding > Receiver
Receiver > [feedback] > Sender
Noise = distractions
What does an effective message do?
- Gains the receivers attention
- Achieves understanding by both sender and receiver
- Stimulates receiver’s needs and suggests appropriate methods of satisfying them
The steps through which wan individual reaches a purchase decision are:
Attention
Interest
Desire
Action
AIDA
Encoding is what?
Translating a message into understandable terms
Receivers interpretation of a message; toughest step is called what?
Decoding
A channel in communication process is ?
medium through which a message is delivered
Receivers response?
Feedback
Interference at some stage in the communication process
Noise
What is a subset of the marketing mix?
Promotional mix
- Marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives
What is oldest form of promotion?
Personal selling
Any paid, non-personal communication about a business good is called?
Advertising
When a marketer pays a motion picture owner a fee to display his or her product prominently in the film or show?
Product placement
Marketing activities that stimulate consumer purchasing and dealer effectiveness is called a _____?
Sales promotion
-display, coupon, contests, samples, premiums, product demonstration
What is a trade promotion?
Sales promotion geared to market intermediaries
Direct marketing is what?
Use of direct communication to a consumer or business recipient designed to generate a response
A firms communications and relationships with its various publics is called ?
Public relations
What is guerrilla marketing?
Unconventional, innovative and low-cost techniques to get consumers’ attention
- buzz marketing
Table 16.2 Advantage and Disadvantage of Promotional Mix Elements
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What objective of advertising seeks to develop initial demand for a good, service, organization, person, place, idea or cause?
Informative advertising
Persuasive advertising attempts to do what?
Increase demand for an existing good, service, organization, person, etc
What strategy emphasizes messages with direct or indirect promotional comparisons between competing brands?
Comparative advertising
- used by firms whose products are not market leaders
Celebrity testimonial and endorsement can do what?
Improve product recognition
3 things an ad needs to accomplish:
Educate
Enhance brand loyalty
Improve consumer perception
A series of different but related ads that use a single theme and appear in different media within a specified time period is a ______ ?
Advertising campaign
3 Different advertising appeals?
Fear
Humor
Sex
Used to be 3 Bs (Babies, Beauty, Beast)
3 Goals when developing an ad
Gain attention or interest
Inform or persuade
Lead to purchase or other desired action
*4 Elements of a typical ad
.Headline
.Illustration
.Body Copy (fine print, information)
.Signature
Nonmarketing public relations
a companys messages about general management issues
Marketing public relations MPR
focused public relations activities that directly support marketing goals
What is puffery?
- exaggerated claims of a products superiority
- Use of subjective or vague statements that may not be literally true
Assesses how well a particular medium delivers a message, where and when to place ads and the size of audience
Media research
What tests consumer reactions to an advertisement’s creative message?
Message research
What are split runs?
Allow advertisers to test two or more ads at the same time.
*Delite, a food and beverage company is launching a new range of frozen food. The marketing department at Delite wants to develop an IMC strategy for the product launch. Which of the following should be the first step taken by the marketing department in order to develop an effective IMC strategy?
Identify wants and needs of consumers
*In the context of the communication process, translating a message into understandable terms and transmitting it though a communications channels is known as _____.
Encoding
*When a pharmaceutical company advertises that its product has a greater relieving effect than Tylenol, it is using ____ advertising.
Comparative - not used by dominant players
