Chapter 10

Question 1

promotion

Answer 1

the coordination of a marketer’s communication efforts to influence attitudes of behaviour

Question 2

integrated marketing communication

Answer 2

strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences

Question 3

multichannel promotional strategy

Answer 3

a marketing communication strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities

Question 4

word-of-mouth communication

Answer 4

communication that takes place when consumers provide information about products to other consumers

Question 5

communications model

Answer 5

the process whereby meaning is transferred from a source to a receiver

Question 6

encoding

Answer 6

the process of translating an idea into a form of communication that will convey meaning

Question 7

source

Answer 7

an organization or individual that sends a message

Question 8

message

Answer 8

the communication in physical form that goes from a sender to receiver

Question 9

medium

Answer 9

a communication vehicle through which a message is transmitted to a target audience

Question 10

receiver

Answer 10

the organization or individual that intercepts and interprets the message

Question 11

decoding

Answer 11

the process by which a receiver assigns meaning to the message

Question 12

noise

Answer 12

anything that interferes with effective communication

Question 13

feedback

Answer 13

receivers’ reactions to the message

Question 14

promotion mix

Answer 14

major elements of marketer-controlled communication, including advertising, sales promotion, public relations, personal selling, and direct marketing

Question 15

mass communication

Answer 15

relates to television, radio, magazines, and newspapers

Question 16

advertising

Answer 16

nonpersonal communication from an identified sponsor using mass media

Question 17

groundswell

Answer 17

a social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations

Question 18

buzz

Answer 18

word-of-mouth communication that customers view as authentic

Question 19

viral marketing

Answer 19

marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers

Question 20

brand ambassadors

Answer 20

loyal customers of a brand recruited to communicate and be salespeople with other consumers for a brand they care a great deal about

Question 21

social media

Answer 21

internet-based platforms that allow users to create their own content and share it with other who access these sites

Question 22

product review sites

Answer 22

social media sites that enable people to post stories about their experiences with products and services

Question 23

geospatial platforms

Answer 23

digital applications that integrate sophisticated GPS technology to enable users to alert friends of their exact whereabouts via their mobile phones

Question 24

social networks

Answer 24

sites used to connect people with other similar people

Question 25

hierarchy of effects

Answer 25

a series of steps prospective customers move through, from initial awareness of a product to brand loyalty

Question 26

top-down budgeting

Answer 26

allocation of the promotion budget based on management’s determination of the total amount to be devoted to marketing communication

Question 27

percentage-of-sales budgeting

Answer 27

a method for promotion budgeting based on a certain percentage of either last year’s sales or on estimates of the present year’s sales

Question 28

competitive-parity budgeting

Answer 28

a promotion budgeting method in which an organization matches whatever competitors are spending

Question 29

bottom-up budgeting

Answer 29

allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them

Question 30

objective-task budgeting

Answer 30

a promotion budgeting method in which an organization first defines the specific communication goals it hopes to achieve and then tries to calculate what kind of promotional efforts it will take to meet these goals

Question 31

push strategy

Answer 31

the company tries to move its products through the channel by convincing channel members to offer them

Question 32

pull strategy

Answer 32

the company tries to move its products through the channel by building desire for the products among consumers, thus convincing retailers to respond to this demand by stocking these items

Question 33

AIDA model

Answer 33

the communication goals of attention, interest, desire, and action