Chapter 16 VOCAB

Question 1

the single most important idea an advertiser hopes to convey to the target audience about its products or the company

Answer 1

core message

Question 2

blend of communication vehicles - advertising, direct marketing, personal selling, sales promotion, social media, and public relations - that a company uses to reach current and potential customers

Answer 2

communication mix

Question 3

promotional strategy that focuses on intermediaries, motivating the to promote or push products toward end users

Answer 3

push strategy

Question 4

promotional strategy that stimulates consumer demand via advertising and other communication efforts, thereby creating a pull effect through the channel

Answer 4

pull strategy

Question 5

strategy of coordinating and integrating communications and promotion efforts with customers to ensure greater efficiency and effectiveness

Answer 5

integrated marketing communications (IMC)

Question 6

the delivery of announcements and promotional messages via time or space purchased in various media

Answer 6

advertising

Question 7

advertising that promotes specific goods and services

Answer 7

product advertising

Question 8

advertising technique in which two or more products are explicitly compared

Answer 8

comparative advertising

Question 9

advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products

Answer 9

institutional advertising

Question 10

advertising that presents a company’s opinions on public issues such as education or health care

Answer 10

advocacy advertising

Question 11

creative tactic designed to capture the audience’s attention and promote preference for the product or company being advertised

Answer 11

advertising appeal

Question 12

communications channels, such as newspapers, radio, television, and the World Wide Web

Answer 12

advertising media

Question 13

combination of print, broadcast, online, and other media used for an advertising campaign

Answer 13

media mix

Question 14

the paid display or use of products in television shows, movies, and video games

Answer 14

product placement

Question 15

direct communication other than personal sales contacts designed to stimulate a measurable response

Answer 15

direct marketing

Question 16

computer file that contains contact histories, purchase records, and profiles of each buyer or potential buyer

Answer 16

customer database

Question 17

printed materials addressed to individual consumers, households or business contacts

Answer 17

direct mail

Question 18

automated presentation of ads that are related to either the results of an online search or the content being displayed on other webpages

Answer 18

search engine marketing

Question 19

one-on-one interaction between a salesperson and a prospective buyer

Answer 19

personal selling

Question 20

approach in which the salesperson acts as a consultant and advisor to help customers find the best solutions to their personal or business needs

Answer 20

consultative selling

Question 21

process of finding and qualifying potential customers

Answer 21

prospecting

Question 22

point at which a sale is completed

Answer 22

closing

Question 23

wide range of events and activities designed to promote a brand or stimulate interest in a product

Answer 23

sales promotion

Question 24

certificates that offer discounts on particular items and are redeemed at the time of purchase

Answer 24

coupons

Question 25

partial reimbursement of price, offered as a purchase incentive

Answer 25

rebates

Question 26

advertising or other display materials set up at retail locations to promote products to potential customers as they are making their purchase decisions

Answer 26

point-of-purchase (POP) display

Question 27

free or bargain-priced items offered to encourage consumers to buy a product

Answer 27

premiums

Question 28

advertising that appears on various items such as coffee mugs, pens, and calendars, designed to help keep a company’s name in front of customers

Answer 28

specialty advertising

Question 29

sales-promotion efforts aimed at inducing distributors or retailers to push a producer’s products

Answer 29

trade promotions

Question 30

discounts or other financial considerations offered by producers to wholesalers and retailers

Answer 30

trade allowances

Question 31

communication vehicle such as blogs, user-contributed content sites, and social booking sites, in which customers and other members of the public can participate

Answer 31

social media

Question 32

communication among customers and other parties, transmitting information about companies and products through personal conversations

Answer 32

word of mouth

Question 33

approach to customer communication in which companies initiate and facilitate conversations in a networked community of potential buyers and other interested parties

Answer 33

conversation marketing

Question 34

formal or informal groups of people united by their interest in and ownership of particular products

Answer 34

brand communities

Question 35

nonsales communication that businesses have with their various audiences (including both communication with the general public and press relations)

Answer 35

public relations

Question 36

brief statement of video program released to the press announcing new products, management changes, sales performance, and other potential news items

Answer 36

press release; also called a news release

Question 37

in-person or online gathering of media representatives at which companies announce new information

Answer 37

press conference; also called a news conference