Chapter 18

Question 1

Combination of one or more communication tools used: 1. Inform prospective buyers about benefits, 2. Persuade them to try it, and 3. Remind them later about the benefits they enjoyed.

Answer 1

Promotional Mix

Question 2

Concept of designing marketing communications programs that coordinate all promotional activities – advertising, personal selling, sales promotion, public relations, and direct marketing – to provide a consistent message across all audiences

Answer 2

Integrate Marketing Communications (IMC)

Question 3

Process of conveying a message to others that requires 6 steps

Answer 3

Communication

Question 4

Company or person who has information to convey during communication process

Answer 4

Step 1 of Communication: Source

Question 5

Information sent by a source to a receiver during communication process

Answer 5

Step 2 of Communication: Message

Question 6

The means of conveying a message to a receiver during the communication process

Answer 6

Step 3 of Communication: Channel of Communication

Question 7

Consumers who read, hear, or see the message sent by a source during the communication process

Answer 7

Step 4 of Communication: Receivers

Question 8

Having the sender transform an idea into a set of symbols during the communication process

Answer 8

Step 5 of Communication: Encoding

Question 9

Having the receiver take a set of symbols, the message, and transform them back to an idea during the communication process.

Answer 9

Step 6 of Communication: Decoding

Question 10

1. Encoding 2. Decoding 3. Field of Education 4. Response 5. Feedback 6. Noice

Answer 10

Steps Messages Go Through

Question 11

Mutually shared understanding and knowledge that the sender and receiver apply to a message so that can communicate effectively during the communication process.

Answer 11

Field of Experience

Question 12

In the Feedback loop, the impact the message had on the receiver’s knowledge, attitudes, or behaviors during the communication process

Answer 12

Response

Question 13

In the Feedback loop, is the sender’s interpretation of response, which indicates whether a message was decoded and understood as intended during the communication process

Answer 13

Feedback

Question 14

Consists of extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process

Answer 14

Noice

Question 15

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

Answer 15

Advertising

Question 16

Two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a persons, or groups purchase decision.

Answer 16

Personal Selling

Question 17

Nonpersonal, indirectly paid presentation of an organization, product, or service

Answer 17

Publicity

Question 18

Communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stakeholders, suppliers, employees, and other public about a company and its products.

Answer 18

Public Relations

Question 19

Short-term inducement of value offered to arouse interest in buying a product or service.

Answer 19

Sales Promotion

Question 20

Promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.

Answer 20

Direct Marketing

Question 21

Directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

Answer 21

Push Strategy

Question 22

Directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.

Answer 22

Pull Strategy

Question 23

Sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action that includes awareness, interest, evaluation, trial and adoption

Answer 23

Hierarchy of Effects

Question 24

Allocating funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold

Answer 24

Percentage of Sales Budgeting

Question 25

Allocating to promotion by matching the competitor’s absolute level of spending or the proportion per point of market share. Also called matching competitors or share market.

Answer 25

Competitive Parity Budgeting

Question 26

Allocating funds to promotion only after all other budget items are covered

Answer 26

All-you-can-afford Budgeting

Question 27

Allocating funds to promotion whereby the company, 1. Determines its promotion objectives, 2. Outlines the tasks to accomplish these objectives, and 3. Determines the promotion cost of performing these tasks

Answer 27

Objective and Task Budgeting

Question 28

Result of a direct marketing offer that contains all the information necessary for a prospective buyer to decide to purchase and completer the transaction

Answer 28

Direct Orders

Question 29

Result of a direct marketing offer designed to generate interest in a product or service and a request for additional information

Answer 29

Lead Generation

Question 30

Outcomes of a direct marketing offer designer to motivate people to visit a business

Answer 30

Traffic Generation