Chapter 16 - Marketing Communications

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 sender’s ideas and thoughts into a message, usually in the form of words or signs

Question 9

Channel

Answer 9

a medium of communication - such as a 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 receiver’s response to a message

Question 14

Promotional mix

Answer 14

the combination of promotional tools - including advertising, public relations, personal selling, sales promotion, and social media - used to reach the target market and fulfill the organization’s 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 as 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

a category of promotional tactic based on the traditional advertising model, whereby a brand 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

a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands’ 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

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 26

Pull strategy

Answer 26

a marketing strategy that stimulates consumer demand to obtain product distribution