Chapter 14

Question 1

Advertising

Answer 1

REACH MASSES
paid form of nonpersonal presentation and promotion

Question 2

sales promotion

Answer 2

short-term incentives to purchase or sell

Question 3

personal selling

Answer 3

personal interaction by the firm’s sale force

Question 4

public relations (PR)

Answer 4

building good relations
building up good corp. image

Question 5

direct and digital marketing

Answer 5

engaging directly with carefully targeted individual consumers

Question 6

integrated marketing communications (IMC)

Answer 6

integrating the company’s communications to deliver a clear and consistent message

Question 7

buyer-readiness stages

Answer 7

awareness
knowledge
liking
preference
conviction
purchase

Question 8

AIDA model

Answer 8

get ATTENTION
hold INTEREST
arouse DESIRE
obtain ACTION

Question 9

rational appeal

Answer 9

relates to self-interest

Question 10

emotional appeal

Answer 10

stir up positive or negative emotions to motivate the purchase

Question 11

moral appeal

Answer 11

directed to a sense of what is right and proper

Question 12

personal communication channels

Answer 12

channels where two or more people communicate directly

Question 13

word-of-mouth influence

Answer 13

impact of recommendations from ppl close to you

Question 14

buzz marketing

Answer 14

creating opinion leaders and getting them to spread info

influencers

Question 15

nonpersonal communicatio channels

Answer 15

media with messages without being personal

Question 16

affordable method

Answer 16

setting promotion budget at the level management thinks

Question 17

percentage-of-sales method

Answer 17

setting budget at a certain % of current or forecasted sales

Question 18

competitive-parity method

Answer 18

setting budget to match competitiors

Question 19

objective-and-task method

Answer 19

1. define specific objectives
2. determine tasks needed
3. estimate costs

Question 20

Push promotion mix strategy

Answer 20

using sales force
push the product through channels

Question 21

Pull promotion mix strategy

Answer 21

spending a lot on consumer adverts