Chapter 15: Developing Integrated Marketing Communications

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Ch 15

buying allowance

Answer 1

a temporary price reduction to resellers for purchasing specified quantities of a product

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Ch 15

promotion mix (aka marketing-communications mix)

Answer 1

the particular combination of promotion methods a firm uses to reach a target market

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Ch 15

Yellow Pages advertising

Answer 1

simple listings or display advertisements presented under specific product categories appearing in print and online telephone directories

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sales promotion

Answer 1

the use of activities or materials as direct inducements to customers or salespersons

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Ch 15

promotion

Answer 1

communication about an organization and its products that is intended to inform, persuade, or remind target-market members

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Ch 15

sample

Answer 1

a free product given to customers to encourage trial and purchase

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Ch 15

advertising agency

Answer 1

an independent firm that plans, produces, and places advertising for its clients

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Ch 15

primary-demand advertising

Answer 1

advertising aimed at increasing the demand for all brands of a product within a specific industry

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Ch 15

cooperative advertising

Answer 1

an arrangement whereby a manufacturer agrees to pay a certain amount of a retailer’s media cost for advertising the manufacturer’s product

Question 2

Ch 15

technical salesperson

Answer 2

a salesperson who assists a company’s current customers in technical matters

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Ch 15

news release

Answer 4

a typed page of about 300 words provided by an organization to the media as a form of publicity

Question 6

Ch 15

direct-mail advertising

Answer 6

promotional material mailed directly to individuals

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Ch 15

rebate

Answer 8

a return of part of the product’s purchase price

Question 10

Ch 15

captioned photograph

Answer 10

a picture accompanied by a brief explanation

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Ch 15

premium

Answer 11

a gift that a producer offers a customer in return for buying its product

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Ch 15

order-taker

Answer 12

a salesperson who handles repeat sales in ways that maintain positive relationships with customers

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Ch 15

trade salesperson

Answer 12

a salesperson- generally employed by a food producer or processor- who assists customers in promoting products, especially in retail stores

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Ch 15

point-of-purchase display

Answer 12

promotional material placed within a retail store

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Ch 15

selective-demand (or brand) advertising

Answer 13

advertising that is used to sell a particular brand of product

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Ch 15

creative selling

Answer 13

selling products to new customers and increasing sales to present customers

Question 15

Ch 15

public relations

Answer 15

communication activities used to create and maintain favorable relations between an organization and various public groups, both internal and external

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Ch 15

personal selling

Answer 16

personal communication aimed at informing customers and persuading them to buy a firm’s products

Question 17

Ch 15

feature article

Answer 17

a piece (of up to 3,000 words) prepared by an organization for inclusion in a particular publication

Question 18

Ch 15

positioning

Answer 18

the development of a product image in buyers’ minds relative to the images they have of competing products

Question 20

Ch 15

trade show

Answer 20

an industry-wide exhibit at which many sellers display their products

Question 21

Ch 15

frequent-user incentive

Answer 21

a program developed to reward customers who engage in repeat (frequent) purchases

Question 22

Ch 15

press conference

Answer 22

a meeting at which invited media personnel hear important news announcements and receive supplementary textual materials and photographs

Question 23

Ch 15

publicity

Answer 23

communication in news-story form about an organization, its products, or both

Question 24

Ch 15

missionary salesperson

Answer 24

a salesperson- generally employed by a manufacturer- who visits retailers to persuade tham to buy the manufacturer’s products

Question 27

Ch 15

trade sales promotion method

Answer 27

a sales promotion method designed to encourage wholesalers and retailers to stock and actively promote a manufacturer’s product

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Ch 15

advertising

Answer 29

a paid nonpersonal message communicated to a select audience through a mass medium

Question 30

Ch 15

infomercial

Answer 30

a program-length televised commercial message resembling an entertainment or consumer affairs program

Question 30

Ch 15

order-getter

Answer 30

a salesperson who is responsible for selling a firm’s products to new customers and increasing sales to present customers

Question 32

Ch 15

promotional campaign

Answer 32

a plan for combining and using the four promotional methods- advertising, personal selling, sales promotion, and publicity- in a particular promotion mix to achieve one or more marketing goals

Question 35

Ch 15

out-of-home advertising

Answer 35

short promotional messages on billboards, posters, signs, and transportation vehicles

Question 36

Ch 15

consumer sales promotion method

Answer 36

a sales promotion method designed to attract consumers to particular retail stores and to motivate them to purchase certain new or established products

Question 37

Ch 15

sales support personnel

Answer 37

employees who aid in selling by are more involved in locating prospects, educating customers, building goodwill for the firm, and providing follow-up service

Question 38

Ch 15

institutional advertising

Answer 38

advertising designed to enhance a firm’s image or reputation

Question 39

Ch 15

coupon

Answer 39

an offer that reduces the retail price of a particular item by a stated amount at the time of purchase

Question 40

Ch 15

advertising media

Answer 40

the various forms of communication through which advertising reaches its audience