Chapter 14 Vocab

Question 1

promotion mix (marketing communications mix)

Answer 1

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

Question 2

5 major promotion tools

Answer 2

advertising
sales promotion
personal selling
public relations
direct marketing

Question 3

advertising

Answer 3

any paid for of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor

Question 4

sales promotion

Answer 4

short term incentives to encourage the purchase or sale of a product or service

Question 5

personal selling

Answer 5

personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships

Question 6

public relations

Answer 6

building good relations with the company’s various publics by obtaining publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events

Question 7

direct marketing

Answer 7

direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships

Question 8

3 marketing factors that are changing in the face of today’s marketing communications

Answer 8

consumers - better informed, more empowered
marketing strategies - fragmentation, no mass mkting
communications technology - less broadcasting and more narrowcasting

Question 9

brand content managers

Answer 9

marketers who manage brand conversations with and among customers across a fluid mix of channels, both traditional and new, controlled and uncontrolled

Question 10

integrated marketing communications (IMC)

Answer 10

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

Question 11

4 major types of media

Answer 11

paid
owned
earned
shared

Question 12

paid media

Answer 12

includes promotional channels paid for by the sponsor, including traditional media and online and digital media

Question 13

owned media

Answer 13

includes promotional channels owned and controlled by the company

Question 14

earned media

Answer 14

includes PR media channels not directly paid for or controlled by the marketer

Question 15

shared media

Answer 15

media shared by consumers with other consumers and brands, as well as traditional word of mouth

Question 16

modern view of the communication process

Answer 16

managing the customer relationship over time

Question 17

9 elements of communication

Answer 17

sender
encoding
message
media
decoding
receiver
response
feedback
noise

Question 18

sender

Answer 18

party sending the message to another party

element of communication

Question 19

encoding

Answer 19

process of putting thought into symbolic form

element of communication

Question 20

message

Answer 20

set of symbols the sender transmits

element of communication

Question 21

media

Answer 21

communication channels through which the message moves from the sender to the receiver
element of communication

Question 22

decoding

Answer 22

process by which the receiver assigns meaning to the symbols encoded by the sender
element of communication

Question 23

receiver

Answer 23

party receiving the message sent by another party

element of communication

Question 24

response

Answer 24

reactions of the receiver after being exposed to the message

element of communication

Question 25

feedback

Answer 25

part of the receiver's response communicated back to the sender element of communication

Question 26

noise

Answer 26

unplanned static or distortion during the communication process element of communication

Question 27

steps in developing effective marketing communication (6)

Answer 27

``` identify the target audience determine the communication objectives design a message choose the media through which to send the message select the message source collect feedback ```

Question 28

buyer readiness stages (6)

Answer 28

``` stages consumer normally pass through on their way to a purchase including: awareness knowledge liking preference conviction purchase ```

Question 29

AIDA model for designing a message

Answer 29

the message should get Attention, hold Interest, arouse Desire, and obtain Action

Question 30

elements of designing a message (2-3)

Answer 30

decide what to say (message content) | decide how to say it (message structure and format)

Question 31

message content's potential appeals

Answer 31

rational emotional moral

Question 32

3 message structure issues

Answer 32

draw conclusion or leave it to audience? present strongest arguments first or last? present 1 or 2 sided argument?

Question 33

personal communication channels

Answer 33

channels through which two or more people communicate directly with each other including face to face, on the phone, via mail or email, or even through texting or an internet chat

Question 34

world of mouth influence

Answer 34

personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers

Question 35

buzz marketing

Answer 35

cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities

Question 36

nonpersonal communication channels

Answer 36

media that carry messages without personal content or feedback, including major media, atmospheres and events

Question 37

4 common methods used to set the total advertising budget

Answer 37

affordable percentage of sales competitive party objective and task

Question 38

affordable method

Answer 38

setting the promotion budget at the level management thinks the company can afford

Question 39

percentage of sales method

Answer 39

setting the promotion budget at a certain percentage of current or future forecasted sales or as a percentage of the unit sales price

Question 40

competitive party method

Answer 40

setting the promotion budget to match competitors' outlays

Question 41

objective and task method

Answer 41

developing the promotion budget by: defining specific promotion objectives determining the tasks needed to achieve these objectives estimating the costs of performing these tasks

Question 42

push strategy

Answer 42

a promotion strategy that calls for using the sales force and trade promotion to push the product through channels; the producer promotes the product to channel members, which in turn promote it to final consumers

Question 43

pull strategy

Answer 43

a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel

Question 44

three day cooling off rule

Answer 44

customers who agree in their own homes, workplace, dormitory, or facilities rented by the seller on a temporary basis, to buy something costing more than $25 have 72 in which to cancel a contract or return merchandise and get their money back