MKTG 403: Chapter 1
______ sales promotion is a category of sales promotion that targets the ultimate user of a product or service.
consumer-oriented
Identify the categories of sales promotion activities from the list below. (Check all that apply.)
consumer-oriented trade-oriented
An advantage of publicity over advertising is its ______.
credibility
Identify the types of promotion that local advertisers tend to emphasize. (Check all that apply.)
merchandise assortment, price, service
A customer's perception of all of the benefits of a product or service measured against all the costs of procuring and using it is known as ______.
value
A true statement about Don Schultz's definition of integrated marketing communications is that it _____
views IMC as an ongoing strategic business process
communication objectives
what the firm seeks to accomplish with its promotional program
List the following steps of the IMC planning process in the order in which they should be performed, with the first step at the top.
1. Review of the marketing plan 2. Analysis of promotional program situation 3. Analysis of the communication process 4. Budget determination 5. Developing the integrated marketing communications program
value
A customer's subjective assessment of benefits relative to costs in determining the worth of a product
Identify a function of internal analysis in the implementation of a promotional program.
Assessing the strengths and weaknesses of the product
Which of the following statements about direct marketing are true? (Select all that apply.)
It involves numerous activities, including telemarketing and direct-response advertising. It is one of the fastest-growing sectors of the U.S. economy.
Match the forms of advertising in the first column with the corresponding product examples in the second column.
Selective-demand advertising > Pampers Primary-demand advertising > Disposable diapers
Identify an element of marketing plans from the following.
Specific marketing objectives that provide direction
personal selling
The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision.
exchange
a central concept in marketing and the use of the basic marketing activities to create and sustain relationships with customers
direct-response advertising
a direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product
omnichannel retailing
a multichannel approach to sales that seeks to provide a seamless shopping experience to customers whether they are shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store
public relations
a strategic communication process that builds mutually beneficial relationships between organizations and their publics
marketing plan
a written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand
The definition of integrated marketing communications by Don Schultz reflects the emphasis that is being placed on the demand for ______.
accountability
Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is known as ______.
advertising
The fact that advertising is a paid element means ______.
advertising space or time must be purchased
Identify an example of professional advertising from the following.
an advertisement for tools for doctors in a medical journal
advertising
any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
social media
any tool or service that uses the internet to facilitate conversations
publicity
any unpaid form of nonpersonal presentation of ideas, goods, or services
internal analysis
assesses relevant areas involving the product/service offering and the firm itself
_______ encompasses the entire array of consumers' awareness, knowledge, and image of a brand as well as the company behind it.
brand identity
Advertising that is targeted at individuals who impact the acquisition of industrial goods for their companies is known as ______ advertising.
business-to-business
paid media
channels of communication a marketer pays for including traditional advertising media such as television, radio, print, outdoor, and direct mail as well as various forms of digital advertising such as paid search and online display and video ads.
owned media
channels of marketing communication that a company controls, such as its websites, blogs, and mobile apps as well as social media channels.
What a company wants to accomplish with its promotional program are ______ objectives and are often stated in terms of the nature of the message to be transmitted.
communication
promotion
communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
direct marketing
direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
A form of marketing in which organizations communicate directly with target customers to generate a response and/or a purchase is known as ______.
direct marketing
A tool of marketing where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer is known as Blank 1 of 2-Blank 2 advertising.
direct response
Due to their need to build store traffic, promotions by retailers take the form of ______.
direct-action advertising
touch point
each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it
Siddhara recently bought a down jacket. Not only is the jacket functional and attractive, but the brand is devoted to environmental preservation and uses recycled materials whenever possible. Siddhara respects the company's values and philosophy, so she tweets about how great the company is and also posts a photo of her jacket on Instagram. This is known as ______ media.
earned
Identify the factors that are changing the way companies develop their marketing programs. (Check all that apply.)
economic uncertainties, changing lifestyles, fragmentation of mask markets
earned media
exposure for a company or brand that it did not have to pay for and is generated by outside entities such as the media or the general public
True or false: All touch points are equally effective and identical with regard to a company's ability to control or influence them.
false
True or false: As marketers embraced the concept of integrated marketing communications, they began asking their ad agencies to rely primarily on media advertising.
false
true or false: an unchanging marketing communication program is critical to the success of every company
false
external analysis
focuses on factors such as characteristics of the firm's customers, market segments, positioning strategies, and competitors
Match the benefit type (on the left) with its definition (on the right). functional > experiential > psychological >
functional > the way a product performs experiential > what is feels like to use a product psychological > how it makes a person feel to own a product
The nonpersonal nature of advertising refers to the fact that ______.
immediate feedback is generally not possible
Products that either become a physical part of another product or are used to help a company conduct its business are known as ______ goods.
industrial
The coordination of various promotional elements and other marketing activities that communicate with a firm's customers is known as _____.
integrated marketing communications
A correspondence that allows for the bidirectional flow of communication whereby users can participate in and alter the form and content of the information they receive in real time refers to ______.
interactive media
Sierra Corp., an oil company, has published its annual "Keeping the Earth Green and Clean" report as part of its global initiative to reduce the use of toxic materials. The company is trying to assess its strengths and weaknesses using ______.
internal analysis
Jasilea is shopping for a microwave. She discusses the features she desires with a salesperson at the store, and the salesperson shows her various models that would be suitable. This interaction is known as a(n) ______ touch point.
intrinsic
______ touch points are exchanges that occur with a company or brand during the process of procuring or consuming a product or service.
intrinsic
A similarity between publicity and advertising is that they both ______
involve nonpersonal communication
integrated marketing communications management
involves the process of planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences
Identify a factor that promotional planners must consider during analysis of the communication process.
media-mix options
sustainability
meeting the needs of the present without compromising the ability of future generations to meet their own needs
Unlike traditional media advertising, the new interactive media allow consumers to do which of the following? (Check all that apply.)
make inquires, share images in real time, carry out online purchases
What a company wants to accomplish with its overall communication program are referred to as ______ objectives and are often stated in terms of market share and sales.
marketing
The Blank 1 of 2 Blank 2 of 2 consists of the four Ps—product, price, place, and promotion.
marketing mix
mobile marketing
marketing through wireless handheld devices
interactive media
media that allows active participation by the user
is a form of marketing that is evolving due to the increasing fragmentation of the mass audience that was assembled by network television and augmented by other mass media.
micromarketing
Much of the growth in digital marketing is being driven by ______ marketing, in which ads and promotional offers are sent directly to smartphones.
mobile
Starboard Airlines has launched an ad campaign in the print and electronic media announcing a higher frequency of its flights from the popular airports at competitive prices. The airline is making use of ______ advertising to promote itself.
national
A clothing line, Yellowstone Inc., has launched an advertisement campaign on television in which viewers see its commercials during the breaks between popular prime-time television shows. The campaign is an example of ______.
national advertising
_____ is the most widely used form of online advertising
paid search
A form of person-to-person communication in which a seller tries to support and/or convince prospective customers to buy the company's product or service or to act on an idea is known as _______.
personal selling
Company-created touch points are ______.
planned marketing communication messages created by the company
Identify the examples of company-created touch points. (Select all that apply.)
point-of-purchase displays, packaging, social media sites
A firm with a cohesive marketing strategy stands a low chance of success if its product is _____. (Check all that apply.)
poor in quality, priced improperly
Identify a technique that can be used to gain publicity.
press releases
Since the challenge is to sell customers on the product concept as much as to sell a particular brand, promotional strategies make use of _______ to ease market acceptance for a new product.
primary-demand advertising
Four P's
product, price, promotion, place
Advertising that is targeted to doctors, lawyers, managers, and executives to encourage them to use a company's product is known as ______ advertising.
professional
The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services is known as ______.
promotion
The tools needed to meet a company's communication objectives are collectively known as the ______.
promotional mix
integrated marketing communications plan
provides the framework for developing, implementing, and controlling the organization's IMC program
Nonpersonal communication that concerns an organization, product, service, or idea but is not directly paid for or run under identified sponsorship is known as ______.
publicity
Consumer-oriented sales promotion includes ______. (Check all that apply.)
rebates, sampling, couponing
Identify a marketing channel member in trade advertising.
retailers
The marketing activity that provides additional value or incentives to the sales force, the distributors, or the ultimate consumer and can induce immediate sales is called ______.
sales promotion
sales promotion
short-term incentives to encourage the purchase or sale of a product or service
The online means of communication and interactions that are used by people to create, share, and exchange content such as information, insights, experiences, and perspectives is known as ______.
social media
Identify the points of contact consumers may have with a brand that help develop its brand identity. (Check all that apply.)
sponsorship activities at entertainment events, social media, interactions with salespeople
Identify a medium of communication used in personal selling.
telephone
marketing
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
integrated marketing communications (IMC)
the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer
promotional mix
the combination of promotional tools—including advertising, public relations, personal selling, sales promotion, —used to reach the target market and fulfill the organization's overall goals
Before developing a promotional plan, marketers need to understand ______. (Check all that apply.)
the company's current market position, where the company has been
Advertising spending has largely shifted from traditional media to digital formats due to ______.
the decline of print versions of magazines and newspapers
marketing objectives
the goals set for the marketing department to help the business achieve its overall objectives
marketing mix
the set of tactical marketing tools - product, price, place, and promotion - that the firm blends to produce the response it wants in the target market
The availability of ______ has facilitated the purchase of products from direct-response ads.
toll-free phone numbers
A ______ refers to every chance that a customer has to see or hear about the company and/or its brands or have an encounter or experience with it.
touch point
Many companies are taking a ______ perspective in their IMC programs in which they consider all the possible ways of reaching their target customers to present the company in a favorable light.
touch point
A form of advertising that encourages channel members to stock, promote, and resell the manufacturer's branded products is known as ______ advertising.
trade
True or false: The focus on collaboration and sharing among Internet users has led to the development and growth of social media.
true
TravelHelper.com is an online portal that posts reviews of different hotels, resorts, and airlines on its website. Users are able to rank these services and compare them before choosing one. This is an example of a(n) ______ touch point.
unexpected
______ touch points are unforeseen references about a company or brand that a customer receives that are beyond the control of the organization.
unexpected
