Chapter 6 Definitions

Question 1

The means by which firms attempt to inform, persuade and remind consumers - directly or indirectly - about the brands they sell.

Answer 1

Marketing Communications

Question 2

TV, radio, magazines, and newspapers

Answer 2

Traditional Advertising Media

Question 3

Online and interactive modes of communication available to brand managers to reach consumers and vice versa.

Answer 3

New Media Environment

Question 4

Information processing model of communications:

What are the six steps required in order for a person to be persuaded by any form of communication?

Answer 4

1. Exposure
2. Attention
3. Comprehension
4. Yielding
5. Intentions
6. Behaviour

Question 5

What are the four major marketing communication options?

Answer 5

1. Advertising and Promotion
2. Interactive marketing
3. Events and Experiences
4. Mobile Marketing

Question 6

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Answer 6

Advertising

Question 7

What the ad attempts to convey about the brand

Answer 7

Message Strategy

Question 8

The way the ad expresses the brand claims

Answer 8

Creative Strategy

Question 9

Elaborates on a specific product-related attribute or benefit

Answer 9

Informational Creative Strategy

Question 10

Portrays a specific non-product-related benefit or image

Answer 10

Transformational Creative Strategy

Question 11

Used in an ad to attract attention and raise viewer involvement (i.e.: cute babies, sex appeals, fear appeals)

Answer 11

Borrowed Interest Devices

Question 12

Exposing a sample of consumers to candidate ads in order to gauge their reaction.

Answer 12

Copy Testing

Question 13

Using mail, telephone or internet communications to solicit a response from specific consumers or prospects.

Answer 13

Direct Response

Question 14

Combining data analytics with strategic messages and compelling colors and designs in communications with potential customers.

Answer 14

Precision Marketing

Question 15

Managing a computerized relational database, in real time, of comprehensive, up-to-date, relevant data on customers and prospective customers in order to develop repeat business relationships that benefit both the customer and the business.

Answer 15

Database Marketing

Question 16

A broad category of advertising that captures advertising outside traditional media.

Answer 16

Place Advertising, or out-of-home advertising.

Question 17

Short-term incentives to encourage trial or usage of a product or service.

Answer 17

Sales Promotions

Question 18

Includes all forms of traditional advertising media, including TV and print.

Answer 18

Paid Media

Question 19

Media channels the brand controls to some extent, i.e. websites, emails, social media, etc.

Answer 19

Owned Media

Question 20

When consumers themselves communicate about the brand via social media, word-of-mouth, etc.

Answer 20

Earned Media

Question 21

Public sponsorship of an event or activities related to sports, art, entertainment or social causes

Answer 21

Event Marketing

Question 22

An approach to measuring the effects of sponsorship activities that focuses on potential exposure to the brand by assessing the extent of media coverage

Answer 22

Supply-Side Method

Question 23

An approach to measuring the effects of sponsorship activities that focuses on reported exposure from consumers.

Answer 23

Demand-Side Method

Question 24

Communicating to potential customers through their smart phones and other portable devices.

Answer 24

Mobile Marketing

Question 25

Taking advantage of digital technology to send messages to consumers based on their location and the activities they are engaging in.

Answer 25

Geotargeting

Question 26

When users agree to allow advertisers to use specific, individualized information about time, location, and shopping preferences in order to send them targeted ads and promotions.

Answer 26

Opt-in advertising

Question 27

Non-personal communications such as press releases, media interviews, press conferences, feature articles, newsletters, photographs, films and tapes, designed to promote or protect a company’s image or its individual products.

Answer 27

Publicity

Question 28

Includes annual reports, fund-raising and membership drives, lobbying, special event management, and public affairs, designed to promote or protect a company’s image or its individual products

Answer 28

Public Relations

Question 29

Attempting to create or enhance consumer word-of-mouth.

Answer 29

Buzz Marketing

Question 30

Choosing the best set options and managing the relationship between them.

Answer 30

Integrated Marketing Communications (IMC)

Question 31

The manner by which the brand is identified in a tv or radio ad or displayed within a print ad, intended to cause the consumer to pay more attention to the brand itself and strengthen the brand association created by the ad.

Answer 31

Brand Signatures

Question 32

Visual or verbal information uniquely identified with an ad that is evident when consumers are making a product or service decision.

Answer 32

Ad Retrieval Cues

Question 33

Reinforcing the message/content of an ad in one media (i.e., a TV spot) in ads placed in other media (i.e., print or radio)

Answer 33

Media Interactions