marketing chapter 15
one advantage of mass communication is
it can reach large audience
Promotion is how a company communicates with potential _____
consumer
the person (s) to whom the message is directed
Receiver
the logo of a candy bar on a sign in the outfield
ads
a chance to instantly win a car with a purchase of soda
advertising
paid form of non personal communication sent through mass media to deliver a marketing message to an audience
advertising
the short term nature of a sales promotion can be
both advantage and disadvantage
the transfer of a message from a sender to a receiver
communication process
interpreting language or symbols to comprehend the message
decoding
which is the biggest disadvantage of public relations
difficult to predict and control
T or F a promotional plan will not be effective if all four elements of the promotional mix are not used
false
which of the following is not an element of the communication process
interceptor
which is not a factor in developing a promotional mix
length of tv commercial
an attempt to reach s wide audience through mass media ex: radio tv magazines and newspapers
mass communication
the medium by which the message travels
message channel
a realtor holding a open house
personal selling
a school sending its drama troupe to entertain in retirement home
personal selling
an athlete wears a certain brand of basketball shoes
personal selling
what product would be the best candidate for personal selling
piano
any form of communication used to inform persuade or remind about a companys products or services
promotion
the combination of advertising personal selling public relations and sales promotion that marketers use to research a target market
promotional mix
the blueprint for how the elements of the promotional mix will work together to deliver a consistent message
promotional plan
a coupon for 50 cents off the purchase
public relations
a full page ad in a newspaper devoted to the sale of seafood
public relations
a press conference announcing a new automobile safety feature
public relations
a telemarketer encouraging you to buy magazine subscription
public relations
a shoe salesperson suggesting the purchase of shoelaces to a customer
sales promotion
a sports drink sponsering a marathon to raise money for cancer research
sales promotion
an activity or material that offers consumers a direct incentive to buy a product or service
sales promotion
an end of aisle display offering a free cooler with a purchase of a water bottle
sales promotion
interference in the message transmission that may inhibit or distract from the message is
static
which form of advertising has the best chance of emotionally moving a viewer
tv
what is the main purpose of research in the promotional planning process
understand the target market
a company that skips a step in developing a promotional plan runs a risk of
wasting money setting unrealistic objectives misunderstanding the target the target market