mktg

Question 1

The Communication process

Answer 1

encoding, communication channel, decoding, noise, feedback

Question 2

encoding

Answer 2

converting concepts and ideas into signs and symbols

Question 3

communications channel

Answer 3

medium that carries coded message

Question 4

decoding

Answer 4

converting signs and symbols into concepts and ideas

Question 5

noise

Answer 5

reduces communication’s clarity and accuracy

Question 6

feedback

Answer 6

receiver’s response to decoded message

Question 7

promotion

Answer 7

communication to build and maintain relationships by informing and persuading one or more audiences

Question 8

stimulate demand- primary

Answer 8

demand for a general category rather than a specific brand

Question 9

stimulate demand- selective

Answer 9

demand for a specific brand

Question 10

combatting competitive promotional efforts

Answer 10

not expected to increase sales, only prevents loss to competitors

Question 11

characteristics of the product- business

Answer 11

personal selling, sales promotions

Question 12

characteristics of the product- consumer

Answer 12

convenience, advertising, durables, personal selling

Question 13

characteristics of the product- everything

Answer 13

public relations

Question 14

distribution intensity- intense

Answer 14

advertising, sales promotion

Question 15

distribution intensity- selective

Answer 15

varies

Question 16

distribution intensity- exclusive

Answer 16

personal selling

Question 17

word of mouth

Answer 17

personal informal exchanges customers share with one another about products, brands, companies

Question 18

buzz marketing

Answer 18

an attempt to gain acceptance of product by word of mouth (started by company spread by friends)

Question 19

viral marketing

Answer 19

strategy to get internet users to share ads and promotions with their friends (started by company but spread by friends)

Question 20

advertising

Answer 20

mass media, one way communication with noisy and limited feedback, very imprecise

Question 21

product advertising- competitive

Answer 21

points out brand’s special features, uses, and advantages

Question 22

product advertising- comparative

Answer 22

contrasts target’s attributes relative to competing brands

Question 23

native advertising

Answer 23

digital advertising that matches the appearance and purpose of the content in which it is embedded

Question 24

institutional advertising

Answer 24

advertising that promotes organizational images, ideas, and political issues

Question 25

ad campaign

Answer 25

identify/ analyze target audience define advertising objectives create advertising platform determine advertising appropriation develop media plan create advertising message execute campaign evaluate advertising effectiveness

Question 26

target audience

Answer 26

the more an advertiser knows, the more likely the firm is to develop an effective advertising campaign

Question 27

the advertising platform

Answer 27

basic issues or selling points to be included in an advertising campaign

Question 28

objective and task approach

Answer 28

first determine objectives, then calculate the cost of all the tasks needed to attain them

Question 29

percent of sales approach

Answer 29

multiplying the firm's past and expected sales by a standard percentage

Question 30

competition matching approach

Answer 30

trying to match competitor's advertising outlays

Question 31

arbitrary approach

Answer 31

budget is specified by a high level execution on the firm

Question 32

media plan

Answer 32

specifies the media vehicles to be used and the schedule for running ads

Question 33

reach

Answer 33

number of people exposed to your ad

Question 34

frequency

Answer 34

number of times a person sees the ad

Question 35

cost comparison indicator

Answer 35

compares the costs of as vehicles in a specific medium in relation to the number of people reached

Question 36

continuous media schedule

Answer 36

laying low, running all the time, there for various needs that pop up

Question 37

flighting media schedule

Answer 37

happens once to make a big splash and doesn't happen again

Question 38

pulsing media schedule

Answer 38

combination of the 2 previous