Chapter 15

Question 1

promotion

Answer 1

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response

Question 2

promotional strategy

Answer 2

a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media

Question 3

competitive advantage

Answer 3

one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors

Question 4

communication

Answer 4

the process by which we exchange or share meaning through a common set of symbols

Question 5

interpersonal communication

Answer 5

direct, face to face communication between two or more people

Question 6

mass communication

Answer 6

the communication of a concept or message to large audiences

Question 7

sender

Answer 7

the originator of the message in the communication process

Question 8

encoding

Answer 8

the conversion of a senders ideas thoughts into a message, usually in the form of words or signs

Question 9

channel

Answer 9

a medium of communication-such as voice, radio, or newspaper-for transmitting a message

Question 10

noise

Answer 10

anything that interferes with, distorts, or slows down the transmission of information

Question 11

receiver

Answer 11

the person who decodes a message

Question 12

decoding

Answer 12

interpretation of the language and symbols sent by the source through a channel

Question 13

feedback

Answer 13

the receivers response to a message

Question 14

promotional mix

Answer 14

combination of promotional tools, including advertising, public relations, personal selling, sales promotion, and social media. used to reach the target market and fulfill the organizations overall goals

Question 15

advertising

Answer 15

impersonal, one way mass communication about a product or organization that is paid for by a marketer

Question 16

public relations

Answer 16

the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance

Question 17

publicity

Answer 17

public information about a company, product, service, or issue appearing in the mass media a news item.

Question 18

sales promotion

Answer 18

marketing activities; other than personal selling, advertising, and public relations-that stimulate consumer buying and dealer effectiveness

Question 19

personal selling

Answer 19

a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other

Question 20

paid media

Answer 20

category of promotional tactic based on the traditional advertising model, whereby a bran pays for media space

Question 21

earned media

Answer 21

a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services

Question 22

owned media

Answer 22

new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the bran’s value to customers

Question 23

AIDA concept

Answer 23

a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action

Question 24

integrated marketing communications (IMC)

Answer 24

the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer

Question 25

push strategy

Answer 25

marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

Question 26

pull strategy

Answer 26

marketing strategy that stimulates consumer demand to obtain product distribution