Chapter 11

Question 1

social media & mobile marketing

Answer 1

Promotion Mix

Question 2

Product Placement & sponsorship are forms of?

Answer 2

Public Relations

Question 3

Promotional mix

Answer 3

advertising, 
sales promotions (trade promotion), 
direct marketing, 
digital marketing
public relations (pr) 
Professional selling
sponsorships

Question 4

The Communication Process

Answer 4

Interference (Friends, other ads)
Sender Ad agency, Marketing
Encode (convert the idea into words and pictures)
Message Channel: In-store display, radio or TV ad
Decode (Interpret the message)
Receiver (customers or consumers)
Feedback (from receiver to sender)

Question 5

open-ended message

Answer 5

allows the consumer to draw his or her own conclusion, such as a commercial for perfume or cologne

Question 6

closed-ended message

Answer 6

draws a logical conclusion.

Question 7

medium

Answer 7

general types of communication (e.g., television or radio) available for advertisers.

Question 8

Push vs Pull

Answer 8

a push strategy involves promoting a product to businesses (middlemen), such as wholesalers and retailers, who then push the product through the channel promoting it to final consumers.

Companies use a pull strategy when they target final consumers with promotions. a company promotes its products and services to final consumers to pull consumers into the stores or get the consumers asking for the product.

Question 9

mobile marketing

Answer 9

Marketing media that is available in different places such as cell phones or on forms of transportation.