Chapter 18

Question 1

Promotional Mix:

Answer 1

1. Inform: Prospective Buyers
2. Persuade: Them To Try
3. Remind: Them of the Benefits

Question 2

The Communication Process:

Answer 2

• Promotional Mix
• Integrated Marketing Communications (IMC)

Question 3

Source -> _____ —> _______-> Receiver

Answer 3

Source-> Encoding——-> Decoding-> Receiver

Question 4

Communication:

Answer 4

• Source
• Message
• Channel of Communication
• Receivers

Question 5

Encoding and Decoding Depend on ________.

Answer 5

Common frame of reference

Question 6

Personal Selling:

Answer 6

Two-way flow of communication between a buyer and seller, often in a face-to-face encounter

• No wasted Coverage

Question 7

Advertising:

Answer 7

Any paid form of nonpersonal communication by a sponsor

Question 8

Publicity:

Answer 8

non personal, indirectly paid presentation of an organization, good, or service and can take the form of a news story, editorial, or product announcement

Question 9

Sales Promotion and Direct Marketing:

Answer 9

Short-term inducement of value offered to arouse interest in buying a good or service. Examples include: coupons, samples, and contests

Question 10

Promotion Methods:

Answer 10

-Personal Selling
- Mass Selling
- Advertising
-Publicity
- Sales Promotion & Direct Marketing

Question 11

Channel Strategies:
(in Developing the Promotional Mix)

Answer 11

• Push Strategy
• Pull Strategy (Direct-to-Consumer)

Question 12

Push Strategy:

Answer 12

Mainly personal selling directed to intermediaries

Question 13

Pull Strategy:

Answer 13

Mainly advertising directed to consumers