Customer Communication

Question 1

Communication Mix

Answer 1

A blend of communication elements (or vehicles) including advertising, direct marketing, personal selling, sales promotion, social media, and public relations—that a company uses to reach current and potential customers

Question 2

Integrated Marketing Communications (IMC)

Answer 2

A strategy of coordinating and integrating communication and promotion efforts to ensure greater efficiency and effectiveness in communicating with current and potential customers

Question 3

Advertising

Answer 3

Any paid form of non-personal communication by an identified sponsor

Question 4

Personal Selling

Answer 4

Face-to-face (two-way) communication to a prospective customer

Question 5

Sales Promotion

Answer 5

A short-term inducement to trigger action by current or potential customers (e.g. coupons, samples, contests)

Question 6

Direct Marketing

Answer 6

Direct communication to generate a response such as an order or request for additional information about the product or service.

Question 7

Public Relations (Publicity)

Answer 7

Publicity is information about a company or product that appears in the news media and is not directly paid for by the company (seller).

publicity is “not directly paid for”, but there are indirect costs in generating publicity.

Question 8

Social Media

Answer 8

Any electronic media that transforms passive audiences into active participants (e.g., Facebook, LinkedIn)