Chapter 17

Question 1

Components of Integrated Marketing Communication (IMC)

Answer 1

• Personal Selling
• Sales Promotion
• Advertising
• Direct Marketing
• Public Relations

Question 2

Paid non-personal media communication through various mass media channels.

Answer 2

Advertising

Question 3

Advertising campaigns are made bigger by:

Answer 3

• Product Placement

- Sponsorship

Question 4

Product Placement

Answer 4

Marketers pay a fee to display a product prominently in a film or TV show.

Question 5

Sponsorship

Answer 5

An organization supports an event or activity with money or similar resources in exchange for direct association with the event or activity.

Question 6

Personal selling

Answer 6

a seller’s promotional presentation conducted person-to-person with a buyer

Question 7

What ways does personal selling take place?

Answer 7

Face-to-face
Over the telephone
By online video
(The oldest form of promotion)

Question 8

Sales promotion

Answer 8

Marketing activities that provide a short-term incentive to make a purchase.

Question 9

What ways can provide a short term incentive to make a purchase?

Answer 9

Displays
Trade shows
Coupons
Contests
Samples
Premiums
Product demonstrations

Question 10

Direct marketing

Answer 10

The use of direct communication to generate a response in the form of an order, a request for further communication, or a visit to a place of business.

Question 11

What does Direct Marketing consist of? (Besides direct mail)

Answer 11

Direct-response advertising and infomercials on television
Direct-response print advertising
Direct-response online advertising

Question 12

A firm’s communications and relationships with its various stakeholders, including customers, suppliers, stockholders, employees, the government, and the general public

Answer 12

public relations

Question 13

publicity

Answer 13

an aspect of public relations where marketers seek unpaid placement of news about the company or a product in mass media or on social media.
- Because companies don’t pay for publicity, they have less control over whether the press publishes good or bad news.

Question 14

Using unconventional, innovative, and low-cost techniques to attract consumers’ attention.

Answer 14

Guerilla Marketing

Question 15

Buzz marketing

Answer 15

Marketing firms may hire students to mingle among classmates and friends, creating a buzz about products.
- Another form of viral marketing.

Question 16

Sender

Answer 16

Source of the message communicated to the receiver.

Question 17

Message

Answer 17

A communication of information.

Question 18

What is an effective message?

Answer 18

Gains the receiver’s attention
Achieves understanding by both receiver and sender
Stimulates the receiver’s needs and suggests an appropriate method of satisfying them.

Question 19

AIDA Concept

Answer 19

The steps consumers take in reaching a purchase decision.

Question 20

What does the acronym AIDA mean?

Answer 20

Attention
Interest
Desire
Action

Question 21

Encoding

Answer 21

Translating a message into understandable terms and transmitting it through a communication channel.

Question 22

Decoding

Answer 22

The receiver’s interpretation of the message.

Question 23

Feedback

Answer 23

The receiver’s response.

Question 24

Noise

Answer 24

forms of interference with the transmission of a message that reduces its effectiveness.

Question 25

Channel

Answer 25

The medium for delivering a message, such as a salesperson, a PR outlet, a website, or an advertising medium.

Question 26

What are the most common promotional objectives?

Answer 26

Create awareness
Stimulate demand
Encourage product trial
Retain loyal customers

Question 27

Potential customers must know that a product exists.

The importance of creating awareness isn’t limited to new products. How is this achieved?

Answer 27

Billboards
Posters
Streaming radio ads