Chapter 14

Question 1

promotion mix (5)

Answer 1

1. advertising
2. sales promotion
3. personal selling
4. public relations
5. direct marketing

Question 2

integrated marketing communications

Answer 2

the integration by the company of its communication channels to deliver a clear, consistent, and compelling message
- the same messages communicated across multiple channels

Question 3

steps in developing effective marketing communication (6)

Answer 3

1. identify the target audience
2. determine communication objectives
3. design a message
4. choose the media through which to send the message
5. select the message source
6. collect feedback

Question 4

buyer readiness stages

Answer 4

awareness and knowledge
liking, preference and conviction
purchases

Question 5

designing a message

Answer 5

AIDA
get attention
hold interest
arouse desire
obtain action

Question 6

message content (3)

Answer 6

rational, emotional, moral appeal

Question 7

personal communication channels

Answer 7

two or more people communicate directly with each other

Question 8

non-personal communication channels

Answer 8

media that carry message without personal contact

Question 9

push strategy

Answer 9

promote products by pushing them onto people

ex. sales displays at grocery store

Question 10

pull strategy

Answer 10

idea is to establish a loyal following and draw consumers to the products
ex. porsche

Question 11

socially responsible marketing communication (4)

Answer 11

1. communicate openly and honestly with consumers and resellers
2. avoid deceptive and false advertising
3. avoid bait and switch advertising
4. conform to all regulations