Chapter 14

Question 1

….. is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.

Answer 1

The promotion mix

Question 2

….. is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Answer 2

Advertising

Question 3

….. is a short-term incentive to encourage the purchase or sale of a product or service.

Answer 3

Sales promotion (Discounts, coupons, displays, demonstrations)

Question 4

…. is the personal interaction by the firm’s sales force for the purpose of engaging customers, making sales and building customer relationships.

Answer 4

Personal selling

Question 5

….. is creating, inspiring and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned and shared channels.

Answer 5

Content marketing

Question 6

….. involves carefully integrating and coordinating the company’s many communications channels to deliver a clear and consistent message about the organization and its products.

Answer 6

Integrated marketing communications (IMC)

Question 7

AIDA Model

Answer 7

Get “A”ttention
Hold “I”nterest
Arouse “D”esire
Obtain “A”ction

Question 8

• …. relates to the audience’s self-interest.
• …. is an attempt to stir up positive or negative emotions to motivate a purchase.
• …. is directed to an audience’s sense of what is right and proper.

Answer 8

• Rational appeal
• Emotional appeal
• Moral appeal

Question 9

….. involves cultivating opinion leaders and letting them to spread information about a product or service to others in their communities.

Answer 9

Buzz marketing

Question 10

….. involves the communicator understanding the effect on the target audience by measuring behavior resulting from the content.

Answer 10

Collecting feedback

Question 11

The ….. sets the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

Answer 11

percentage of sales method

Question 12

The ….. sets the promotion budget to match competitors’ outlays.

Answer 12

competitive parity method

Question 13

The ….. develops the promotion budget by specific promotion objectives and the costs of tasks needed to achieve these objectives.

Answer 13

objective and task method