Chapter 16: Marketing Communications

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.

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.

Question 3

Competitive advantage

Answer 3

The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.

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 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 the 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 - 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

The 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 fulfill the organization’s overall goals.

Question 15

Advertising

Answer 15

Impersonal, one-way mass communication about a product or an 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, a product, a service, or an issue appearing in the mass media as a news item.

Question 18

Sales promotion

Answer 18

Marketing activities - other than personal selling, advertising, direct-response marketing, and public relations - that stimulate consumer buying and dealer effectiveness like coupons, contests, free samples, etc.

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

Direct-response communication

Answer 20

Communication of a message directly from a marketing company and directly to an intended individual target audience.

Question 21

Online marketing

Answer 21

Two-way communication of a message delivered through the Internet to the consumer.

Question 22

Social media

Answer 22

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

Question 23

Consumer-generated content

Answer 23

Any form of publicly available online content created by consumers; also referred to as user-generated content.

Question 24

Paid media

Answer 24

A category of promotional tactic based on the traditional advertising model whereby a brand pays for advertising space.

Question 25

Earned media

Answer 25

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

Question 26

Owned media

Answer 26

A category of promotional tactic based on brands becoming publishers of their own content to maximize the brands’ value to consumers.

Question 27

Branded content

Answer 27

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

Question 28

AIDA concept

Answer 28

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 29

Integrated Marketing Communications (IMC)

Answer 29

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

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.