Chapter 16-Integrated Marketing communications & Direct Marketing

Question 1

Integrated marketing communications

Answer 1

The concept of designing marketing communications programs that coordinate all promotional activities- Providing a consistent message across all audiences and maximize promotional budget

Question 2

Source

Answer 2

A company or person who has info to convey

Question 3

Message

Answer 3

The information sent by a source to a receiver in the communication process

Question 4

Encoding

Answer 4

The process of having the sender transform an abstract idea into a set of symbols

Question 5

Decoding

Answer 5

Having a receiver decode an message back into an abstract idea

Question 6

Field of experience

Answer 6

Similar understanding and knowledge-Communication must be between people with similar field of experience

Question 7

Advertising

Answer 7

Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor

Question 8

Personal Selling

Answer 8

The two way flow of communication between a buyer and seller, often a face to face encounter designed to influence a persons or groups buying decision

Question 9

Public Relations

Answer 9

Seeks to influence the feelings, opinions, or beliefs held by customers, shareholders or other publics about a company or services

Question 10

Sales promotion

Answer 10

A short term inducement of value offered to arouse interest in buying a good or service

Question 11

Product Characteristics

Answer 11

Complexity-Risk-Ancillary Services

Question 12

Pull Strategy

Answer 12

Directing the promotional mis at ultimate consumers to encourage them to ask the retailer for the product

Question 13

Push Strategy

Answer 13

Directing the promotional mix to channel members to gain their corporation in ordering and stocking a product

Question 14

Development of the promotional program focuses what?

Answer 14

4 w’s: Who, what, where, when

Question 15

Hierarchy of effects

Answer 15

The sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action

Question 16

% of sales budgeting

Answer 16

Allocating finds to advertising as a % of past or anticipated sales, in terms of either dollars of units sold

Question 17

Competitive parity budgeting

Answer 17

Matching the competitors absolute level of spending or the proportion per point of market share

Question 18

All-you-can-afford budgeting

Answer 18

allocating funds to promotion only after all other budget items are covered

Question 19

Objective and tas budgeting

Answer 19

1.) Determine its promotion objectives 2.) outlines the tasks to accomplish these objectives 3.) determines the promotion cost

Question 20

Direct Orders

Answer 20

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete transaction

Question 21

Lead Generation

Answer 21

The result of an offer designed to generate interest in a product or service and a request for additional information

Question 22

Traffic generation

Answer 22

The outcome of an offer designed to motivate people to visit a business