Chapter 16: Using Effective Promotions

Question 1

advertising

Answer 1

Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message.

Question 2

infomercial

Answer 2

A full-length TV program devoted exclusively to promoting goods or services.

Question 3

integrated marketing communication (IMC)

Answer 3

A technique that combines all the promotional tools into one comprehensive and unified promotional strategy.

Question 4

interactive promotion

Answer 4

Promotion process that allows marketers to go beyond a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships.

Question 5

personal selling

Answer 5

The face-to-face presentation and promotion of goods and services.

Question 6

podcasting

Answer 6

A means of distributing audio and video programs via the Internet that lets users subscribe to a number of files, also known as feeds, and then hear or view the material at the time they choose.

Question 7

product placement

Answer 7

Putting products into TV shows and movies where they will be seen.

Question 8

promotion mix

Answer 8

The combination of promotional tools an organization uses.

Question 9

prospect

Answer 9

A person with the means to buy a product, the authority to buy, and the willingness to listen to a sales message.

Question 10

prospecting

Answer 10

Researching potential buyers and choosing those most likely to buy.

Question 11

publicity

Answer 11

Any information about an individual, product, or organization that’s distributed to the public through the media and that’s not paid for or controlled by the seller.

Question 12

public relations (PR)

Answer 12

The management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance.

Question 13

pull strategy

Answer 13

Promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers.

Question 14

push strategy

Answer 14

Promotional strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise.

Question 15

qualifying

Answer 15

In the selling process, making sure that people have a need for the product, the authority to buy, and the willingness to listen to a sales message.

Question 16

sales promotion

Answer 16

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.

Question 17

sampling

Answer 17

A promotional tool in which a company lets consumers have a small sample of a product for no charge.

Question 18

trial close

Answer 18

A step in the selling process that consists of a question or statement that moves the selling process toward the actual close.

Question 19

viral marketing

Answer 19

The term now used to describe everything from paying customers to say positive things on the Internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific websites.

Question 20

word-of-mouth promotion

Answer 20

A promotional tool that involves people telling other people about products they’ve purchased.