Business Marketing Chapter 14

¡Supera tus tareas y exámenes ahora con Quizwiz!

Which of the following statements regarding advertising in the new marketing communications model is​ correct?

advertisers are shifting toward digital media

One framework for designing an effective message is the AIDA model. In the AIDA model​ __________.

attention leads to interest, which hopefully leads to desire and then action

Which of the following is the correct order of the six​ buyer-readiness stages?

awareness, knowledge, liking, preference, conviction and purchase

What are the three major factors identified in the text that are changing​ today's marketing communications​ landscape?

consumer, marketing strategy, and digital technologies

Many marketers today​ create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as​ __________.

content marketing managers

​__________ involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

direct and digital marketing

In the communication​ process, putting thought into symbolic form is called​ __________.

encoding

Which promotional tool includes​ presentations, trade​ shows, and incentive​ programs?

Personal selling

​__________ is the promotion mix tool that consists of​ short-term incentives to encourage the purchase or sale of a product or service.

Sales promotion

In the content of a​ message, marketers often use​ __________ appeals such as​ joy, love,​ humor, fear, and guilt.

emotional

Specific promotional tools used in​ __________ include press​ releases, sponsorships,​ events, and web pages.

public relations

A company wishes to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company​ use?

advertising

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

buzz marketing

Developing effective marketing communications starts with​ __________.

identifying a target audience

Nonpersonal communication channels include​ __________.

major​ media, atmospheres, and events

Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the​ result?

percentage of sells

At certain stages of the buying​ process, which element of the promotional mix is most effective in building up​ buyers' preferences,​ convictions, and​ actions?

personal selling

Which of the following statements regarding the changing communications landscape is​ correct?

the dominance of television, magazines, newspapers and other traditional mass media is declining.

Which method for setting the total promotion budget is the most difficult to​ use?

the objection-and-task method

What is the goal of integrated marketing​ communications?

to deliver clear, consistent, and compelling company and brand messages

A recent study showed that more than​ two-thirds of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called​ __________.

video convergence

One form of influence that carries great​ weight, especially for products that are​ expensive, risky, or highly visible is​ __________.

word of mouth

One reason there is a need for integrated marketing communications is that​ __________.

consumers don't distinguish between content sources the way marketers do

Using a push​ strategy, a firm directs its promotional efforts toward​ __________.

channel members

Which promotional tool is any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified​ sponsor?

advertising


Conjuntos de estudio relacionados

(PrepU) Documentation: Concept Exemplar

View Set

pharmacology (ATI) Powdered Medications

View Set

Activity 4.4.3 Reinterpreting Fiction TEST REVIEW

View Set

Healthy, Wealthy, and Wise-Final DONE!!!

View Set