Chapter 15

Question 1

AIDA model

Answer 1

A common model of the series of mental stages through which consumers move as a result of marketing communications: Attention leads to Interest, which leads to Desire, which leads to Action.

Question 2

aided recall

Answer 2

Occurs when consumers recognize the brand when its name is presented to them.

Question 3

closing the sale

Answer 3

Obtaining a commitment from the customer to make a purchase.

Question 4

cold calls

Answer 4

A method of prospecting in which salespeople telephone or go to see potential customers without appointments.

Question 5

contest

Answer 5

A brand-sponsored competition that requires some form of skill or effort.

Question 6

cross-promoting

Answer 6

Efforts of two or more firms joining together to reach a specific target market.

Question 7

deal

Answer 7

A type of short-term price reduction that can take several forms, such as a “featured price” (a price lower than the regular price); a “buy one, get one free” offer; or a certain percentage “more free” offer contained in larger packaging.

Question 8

deceptive advertising

Answer 8

A representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances.

Question 9

informative advertising

Answer 9

Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.

Question 10

institutional advertisements

Answer 10

Used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.

Question 11

lagged effect

Answer 11

A delayed response to a marketing communication campaign.

Question 12

leads

Answer 12

A list of potential customers.

Question 13

loyalty program

Answer 13

Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

Question 14

persuasive advertising

Answer 14

Communication used to motivate consumers to take action.

Question 15

point-of-purchase (POP) display

Answer 15

A merchandise display located at the point of purchase, such as at the checkout counter in a grocery store.

Question 16

pop-up stores

Answer 16

Temporary storefronts that exist for only a limited time and generally focus on a new product or a limited group of products offered by a retailer, manufacturer, or service provider; give consumers a chance to interact with the brand and build brand awareness.

Question 17

preapproach

Answer 17

In the personal selling process, occurs prior to meeting the customer for the first time and extends the qualification of leads procedure; in this step, the salesperson conducts additional research and develops plans for meeting with the customer.

Question 18

premium

Answer 18

An item offered for free or at a bargain price to reward some type of behaviour, such as buying, sampling, or testing.

Question 19

product placement

Answer 19

Inclusion of a product in nontraditional situations, such as in a scene in a movie or TV program.

Question 20

product-focused advertisements

Answer 20

Used to inform, persuade, or remind consumers about a specific product or service.

Question 21

public service announcement (PSA)

Answer 21

Advertising that focuses on public welfare and generally is sponsored by non-profit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing.

Question 22

puffery

Answer 22

The legal exaggeration of praise, stopping just short of deception, lavished on a product.

Question 23

qualify

Answer 23

The process of assessing the potential of sales leads.

Question 24

relationship selling

Answer 24

A sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties.

Question 25

reminder advertising

Answer 25

Communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.

Question 26

sampling

Answer 26

Offers potential customers the opportunity to try a product or service before they make a buying decision.

Question 27

social marketing

Answer 27

The application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or a specific population segment.

Question 28

sweepstakes

Answer 28

A form of sales promotion that offers prizes based on a chance drawing of entrants’ names.

Question 29

telemarketing

Answer 29

A method of prospecting in which salespeople telephone potential customers.

Question 30

top-of-mind awareness

Answer 30

A prominent place in people’s memories that triggers a response without them having to put any thought into it.

Question 31

trade shows

Answer 31

Major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.