chapter 12

Question 1

integrated marketing communications (IMC)

Answer 1

consistent brand contact received by customers (ex. Nike)

Question 2

advertising

Answer 2

reaching a large # of people

Question 3

personal selling

Answer 3

building relationships

Question 4

sales promotions

Answer 4

increases short term sales

Question 5

public relation

Answer 5

high credibility messages

Question 6

event sponsership

Answer 6

create large buzz

Question 7

direct response

Answer 7

messages can be targeted differently

Question 8

product placement

Answer 8

seamless advertising

Question 9

outbound marketing

Answer 9

marketers seeking consumers and widely broadcasting messages

Question 10

inbound marketing

Answer 10

consumers seeking out/find the product

Question 11

push strategy

Answer 11

focusing communication or distribution channels and gaining support from retailers

Question 12

pull strategy

Answer 12

focusing communication on the ultimate consumer (certain demographic) and building demand

Question 13

paid advertising

Answer 13

a space is purchased for advertising

Question 14

non-personal

Answer 14

mass media

Question 15

what appeals/sells most

Answer 15

1- fear
2- sex
3- humor

Question 16

buyer turnover

Answer 16

how often new buyers enter the market

Question 17

purchase frequency

Answer 17

more frequent purchasing means less repetition it adverts

Question 18

branded entertainment

Answer 18

movie or something is made revolving around a brand (LEGO MOVIE)

Question 19

short term incentive examples

Answer 19

-coupons
-packages
-samples
-loyalty program

Question 20

personal selling

Answer 20

face to face selling and communication process (ex. jeweller)