Chapter 15 Marketing Communication

Question 1

promotion

Answer 1

communication by marketers that informs, persuades, reminds, and connects potential buyers to a product for the purpose of influencing an opinion or eliciting a response

communication by marketers that informs, persuades, reminds and connects potential buyers to a product
or
communication by marketers that persuades and connects potential buyers to a product

Question 2

promotional strategy

Answer 2

a plan for the use of the elements of promotion: advertising, public relations, personal selling, sales promotion, direct-response communication, and social media

a plan for the use of the elements of promotion

or

a plan to utilize the elements of promotion

Question 3

integrated marketing communication

Answer 3

the strategic integration of all promotional mix tactics resulting in
a thematically consistent and uniform look and feel regardless
of platforms or mediums used.

the strategic implementation of all promotional mix tactics

Question 4

communication

Answer 4

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

Question 5

interpersonal communication

Answer 5

direct face-to-face interaction between two or more people

Question 6

mass communication

Answer 6

the communication of a concept or message to large audiences

communicating a message to a large audience

Question 7

sender

Answer 7

the originator of the message in the communication process

Question 8

encoding

Answer 8

the conversion of the sender’s ideas and thoughts into a message, usually in some combination of words, images, and sound

the conversion of the sender’s ideas and thoughts into a message

Question 9

channel

Answer 9

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

Question 10

noise

Answer 10

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

Question 11

receivers

Answer 11

the people who decode 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 receiver’s response to a message

Question 14

promotional mix

Answer 14

the combination of promotional tools- including advertising, publicity, sales promotion, personal selling, direct-response communication, and social media- used to reach the target market and fufill the organization’s overall goals

Question 15

advertising

Answer 15

any form of impersonal, one-way mass communication, using time or space owned by an advertising medium company that is paid for by an organization

Question 16

public relation

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

a public relations tactic that, when used proactively, is intended to generate media coverage (earned media) about an organization or person

Question 18

sales promotion

Answer 18

all marketing activities that stimulate consumer purchases in the near term

Question 19

personal selling

Answer 19

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

Question 20

direct-response communication

Answer 20

communication of a message directly from a market company and directly to an intended individual targeting audience

Question 21

online marketing

Answer 21

two-way communication of a message delievered through the internet to the consumer

Question 22

influencer marketing

Answer 22

leveraging the influential power of individuals, as thoughts leaders, to gain trust of a target market

Question 23

social media

Answer 23

collection of online communication
tools that facilitate conversations online; when used by marketers, social media tools encourage consumer
empowerment

Question 24

consumer-generated content

Answer 24

any form of publicity avaliable online content created by consumers; also reffered to as a user-generated content

Question 25

paid media

Answer 25

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

Question 26

earned media

Answer 26

a catagory of promotional tactics based on public relations model that gets customers talking about products or services

Question 27

owned media

Answer 27

a catagory of promotional tactics based on brands becoming publishers of their own content to maximize the brands value to customers

Question 28

branded (or inbound) content

Answer 28

creation of engaging bespoke content as a way to promote a particular brand that attracts and builds relationships with consumers

Question 29

AIDA concept

Answer 29

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

Question 30

push strategy

Answer 30

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

Question 31

pull strategy

Answer 31

a marketing strategy that stimulates consumer demand to obtain product distribution