Chapter 1

Question 1

recognizes needs for companies to connect with consumers based on trust, transparency, and authenticity

Answer 1

Relationship Era

Question 2

development that meets needs of current generation without compromising ability of future generations to meet their needs

Answer 2

Sustainability

Question 3

coordination of all seller-initiated efforts to set up channels of information and persuasion and sell goods and services or promote an idea

Answer 3

Promotion

Question 4

tools that accomplish an organization’s communication objectives

Answer 4

Promotional Mix

Question 5

any paid form of non-personal communication

Answer 5

Advertising

Question 6

done on a nationwide basis or in most regions of the country

Answer 6

National Advertising

Question 7

shop at a specific store, use local service, patronize a particular establishment

Answer 7

Retail/Local Advertising

Question 8

stimulates demand for general product class or entire industry

Answer 8

Primary-Demand

Question 9

creates demand for specific company’s brands

Answer 9

Selective-Demand

Question 10

targets individuals who buy or influence purchase of industrial goods or services for their companies

Answer 10

Business-to-Business Advertising

Question 11

targets professionals, encouraging them to use a company’s product in their business operations

Answer 11

Professional Advertising

Question 12

targets marketing channel members, encouraging them to stock, promote, and resell manufacturer’s branded products to their customers

Answer 12

Trade Advertising

Question 13

communication directly with target customers to generate a response and/or transaction

Answer 13

Direct Marketing

Question 14

allow users to participate in and modify the form and content of information they receive in real time

Answer 14

Interactive Media

Question 15

online means of communication and interactions used to create, share, and exchange content

Answer 15

Social Media

Question 16

messages delivered are specific to consumer’s location or consumption situation

Answer 16

Mobile Marketing

Question 17

marketing activities that provide extra value or incentives to the sales force, distributors, and ultimate consumer

Answer 17

Sales Promotion

Question 18

non-personal communications regarding an organization, product, service or idea not directly paid for or run under identified sponsorship

Answer 18

Publicity

Question 19

evaluates public attitudes, identifies policies and procedures of an individual or organization with the public interest, goal is to establish and maintain positive image among various publics

Answer 19

Public Relations

Question 20

person-to-person communication in which seller attempts to assist and/or persuade prospective buyers to purchase a company’s product or act on an idea

Answer 20

Personal Selling

Question 21

every opportunity customer has to see or hear about a company and/or its brands or have an encounter or experience with it

Answer 21

Touch Point

Question 22

channels marketers to pay leverage (TV, radio, print)

Answer 22

Paid Media

Question 23

channels of marketing communication that a company controls (websites, blogs, apps, social media)

Answer 23

Owned Media

Question 24

exposure for a company (free, viral marketing)

Answer 24

Earned Media

Question 25

determine what is to be accomplished by overall marketing program in terms of sales, market share, or profitability

Answer 25

Marketing Objectives

Question 26

determine what the firm seeks to accomplish with its promotional program

Answer 26

Communication Objective

Question 27

assesses relevant areas involving the product/service offspring and the firm itself

Answer 27

Internal Analysis

Question 28

assesses characteristics of firm’s customers, market segments, positioning strategies, and competitors through customer analysis, competitive analysis, and environmental analysis

Answer 28

External Analysis

Question 29

determining the basic appeal and message to be conveyed to target audience

Answer 29

Creative Strategy

Question 30

determining which communication channels to use to deliver the message

Answer 30

Media Strategy

Question 31

assesses characteristics of firm’s customers, market segments, positioning strategies, and competitors, through customer, competitive, and environmental analysis

Answer 31

External Analysis

Question 32

involves deciding role and importance of each promotional-mix element

Answer 32

Developing the IMC Program

Question 33

involves analyzing receivers response processes, established communication goals and objectives

Answer 33

Analysis of Communication Process

Question 34

set tentative marketing communications budget

Answer 34

Budget Determination