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Business > Marketing Test #4 > Flashcards

Marketing Test #4 Flashcards

1
Q

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. ie broadcast, print, internet, outdoor

A

Advertising

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2
Q

the short-term incentive to encourage the purchase or sale of a product or service. ie discounts, coupons, displays, demonstrations

A

Sales Promotion

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3
Q

involves building good relations with the company’s various publics. ie press releases, sponsorships, special events, or web pages

A

Public Relations

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4
Q

the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. ie sales presentations, trade shows, incentive programs

A

Personal Selling

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5
Q

involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. ie catalog, telemarketing, kiosks

A

Direct Marketing

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6
Q

the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

A

Integrated Marketing Communications

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7
Q

Get Attention, Hold Interest, Arouse Desire, Obtain Action

A

AIDA Model

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8
Q

an appeal or theme that will produce the desired response. ie rational appeal, emotion appeal, moral appeal

A

Message Content

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9
Q

relates to the audience’s self-interest

A

Rational Appeal

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10
Q

an attempt to stir up positive or negative emotions to motivate a purchase

A

Emotional Appeal

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11
Q

directed at the audience’s sense of right and proper

A

Moral Appeal

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12
Q

involves two or more people communicating directly with each other. effective because it allows personal addressing and feedback

A

Personal Communications

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13
Q

involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities

A

Buzz Marketing

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14
Q

people within a reference group who, because of their special skills, knowledge, personality, or other, characteristics, exerts social influence on others

A

Opinion Leaders

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15
Q

media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly

A

Non-personal Communication

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16
Q

include print, broadcast, display, and online media

A

Major Media

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17
Q

designed environments that create or reinforce the buyer’s leaning toward buying a product

A

Atmospheres

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18
Q

sets the budge at an affordable level. ignores the effects of promotion on sales

A

Affordable Budget Method

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19
Q

sets the budget at a certain percentage of current or forecasted sales or unit sales price

A

Percentage of Sales Method

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20
Q

sets the budget to match competitor outlays

A

Competitive-parity Method

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21
Q

sets the budget based on what the firm wants to accomplish with promotion

A

Objective and Task Method

22
Q

a specific communication task to be accomplished with a specific target audience during a specific time

A

Advertising Objective

23
Q

used when introducing a new product category, the objective it to build primary demand

A

Informative Advertising

24
Q

important with increased competition to build selective demand

A

Persuasive Advertising

25
Q

important with mature products to help maintain customer relationships and keep customers thinking about the product

A

Reminder Advertising

26
Q

the strategy by which the company accomplished its advertising objectives

A

Advertising Strategy

27
Q

represents the merging of advertising and entertainment

A

Madison & Vine

28
Q

the general message that will be communicated to consumers

A

Message Strategy

29
Q

the idea that will bring the message strategy to life and guide specific appeals to be sued in an advertising campaign

A

Creative Concept

30
Q

when the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest

A

Message Execution

31
Q

measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

A

Reach

32
Q

measure of how many times the average person in the target market is exposed to the message

A

Frequency

33
Q

the qualitative value of a message exposure through a given medium

A

Impact

34
Q

involves decisions presenting the media effectively and efficiently to the target customer and must consider the message’s impact, effectiveness, and cost

A

Selecting Media Vehicles

35
Q

focuses the message on selected market segments

A

Narrowcasting

36
Q

Factors considered when planner decides on media timing

A

Seasonality and Pattern of the Advertising

37
Q

the net return on advertising investment divided by the costs of the advertising investment

A

Return on the Advertising Investment

38
Q

involves the creating and placing of newsworthy information to attract attention to a person, product, or service

A

Press Relations

39
Q

involves publicizing specific products

A

Product Publicity

40
Q

involves building and maintaining national or local community relations

A

Public Affairs

41
Q

involves building and maintaining relations with legislators and government officials to influence legislation and regulation

A

Lobbying

42
Q

involves maintaining relationships with shareholders and others in the financial community

A

Investor Relations

43
Q

involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support

A

Development

44
Q

remember public relations is a fraction of the cost of advertising!!!

A

!!!!

45
Q

the interpersonal part of the promotion mix and the most effective tool in the marketing mix

A

Personal Selling

46
Q

are an effective live between the company and its customers to produce customer value and company profit

A

Salespeople

47
Q

the analysis, planning, implementation, and control of sales force activities

A

Sales Force Management

48
Q

refers to a structure where each salesperson sells along customer or industry lines

A

Customer Sales Force Structure

49
Q

refers to a structure where each salesperson sells along product lines

A

Product Sales Force Structure

50
Q

refers to a structure where each salesperson is assigned an exclusive geographic area and sells the company’s full line of products and services to all customers in that territory

A

Territorial Sales Force Structure

51
Q

refers to a structure where a wide variety of products is sold to many types of customers over a broad geographic area and combines several types of sales force structures

A

Complex Sales Force Structure

Business (9 decks)

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