MKTG 345 - Chapter 14, MKTG 345 - Chapter 15, MKTG 345 - Ch 16, MKTG 345 - Chapter 17
Twitter is based upon the principle of
"followers."
Radio:
- 15,000 - satellite radio - peak times are drive times - use limited if products must be seen
Magazines
- 7,293 customer magazines - 237 new magazines/year - specific topics for segments and geographies
Internet companies
- 90% of U.S internet users aged 15+ shop online
Which of the following are true of online consumers?
- They are likely to be younger than the general population. - They are more affluent and better educated than the general population.
internet and online advertising
- audio and video - rich media - banner/display ads - mobile marketing
Factors to consider
- buyer turnover - purchase frequency - forgetting rate
technological, global, and ethical issues in direct marketing
- companies keep records about customers - match records with social media activity - many countries have mandatory "opt - in" - ethical and legal issues with privacy
Which two of the following are among the reasons that consumers typically shop and buy online?
- control - customization
Creating the actual message:
- copywriters create the text - translating text to advertisement is complex - high-quality, 30 second ad = 345,000 to produce
loyalty programs
- encourages and rewards repeat purchases - offers a premium as purchases accumulate
internet users who are likely to purchase:
- equally female and male - better educated - younger - more affluent - 20% account for 69% online sales
Traditional marketplace:
- face-to-face exchanges - legacy companies
samples
- free product or trial size - encourages consumers to try new things and save money
Message content
- informational element - persuasive element
Newspapers:
- local medium and current events - call for action - online and mobile editions
Communication
- marketer - to - consumer emails - consumer - to - marketer requests - chat rooms, messaging, social networks - web communities - blog - spam - CAN - SPAM act - Buzz - Viral marketing
Allowances and discounts
- merchandise allowance - case allowance - free goods - finance allowance - floor stock production - freight allowance
Choice:
- offering selection - choice assistance
Possibilities for customervalue creation are greatest in digital marketspace. Why?
- place and time utility - possession utility is accelerated - form utility - communication between customers and marketers; customization
advertising media choices:
- print - radio - tv
Television:
- reaches 96% of households - out-of-home TV in hotels, bars, offices, etc
point-of-purchase displays
- signs hold or display products - located in high-traffic areas
Training of distributors' sales forces
- success rests on resellers' sales force - produce manuals, brochures - national sales meetings - recognition programs
sweepstakes
- value-priced prizes - experience - based prizes
premiums
-offers items free or at significant savings -self-liquidating:free toy -encourages frequent buying
Why do consumers shop and buy online?
1) convenience 2)Choice 3)customization 4)Communication 5)Cost 6) Control
The five elements of the promotional mix:
1. Advertising 2. Personal Selling 3. Public Relations 4. Sales Promotion 5. Direct Marketing
Put the following social media performance measures that are linked to inputs or costs in order, with the LEAST proven relationship with sales at the TOP.
1. Cost per thousand 2. Cost per click 3. Cost per action
Selecting the right media:
1. advertising media choices 2. media selection 3. media planning goals
Four forms of institutional advertisements
1. advocacy 2. pioneering institutional 3. competitive institutional 4. reminder institutional
Five product categories account for about 70% of online retail sales today - a trend projected to continue in the future:
1. clothes, apparels/accessories 2. computer and accessories - technology 3. automobiles and parts 4. music, books, and videos 5. health and personal care
Elements for communication:
1. communication 2. source 3. message 4. channel of communication 5. receivers 6. feedback loop
Seven key design elements for customer experience:
1. context - appeal and functional look 2. content - all digital information 3. customization - ability of a site to modify for individual customers 4. connection - linkage between other sites 5. communication - dialogue between site and consumer 6. community - user-to-user communication 7. commerce - conduct sales transactions
scheduling approaches
1. continuous (steady) schedule 2. flighting (intermittent) schedule n\ 3. pulse (burst) schedule
promotional mix combines tools:
1. determine the balance of the promotional elements to be used 2. consistent promotional effort 3. assess target audience characteristics
Three steps in multichannel marketing
1. document cross-channel consumer behavior 2. employ mutually reinforcing communication and delivery channels 3. monitor and measure performance
Process for communications
1. encoding 2. decoding 3. field of experience 4. response 5. feedback 6. noise
Common types of appeals:
1. fear appeals - avoid negative experiences 2. sex appeals - increase attractiveness 3. humorous appeals - fun and exciting
developing an IMC program
1. identify target market 2. specifying promo objectives 3. budget 4. select promo tools 5. design the promotion 6. schedule your promotion - the frequency you want it to run
Steps in developing an ad program
1. identifying the target audience 2. specifying the advertising objectives 3. setting the advertising budget
Stages in the product life cycle:
1. introduction stage 2. growth 3. maturity 4. decline
What do consumers buy online?
1. items with important product information 2. items that can be delivered digitally 3. unique and specialty items 4. regularly purchased items 5. standardized items where price is important
Which two of the following would be considered part of the feedback loop in the communication process?
A retailer attributes an increase in sales to its purchase of advertising in Sunday's paper. A consumer purchases a used car as a result of the interaction with a salesperson.
Cookies allow companies to track which of the following?
A user's visit to its website A user's visit to other websites
Which of the following are methods of setting a budget for promotion?
All you can afford Objective and task Competitive parity
Advertising is a paid form of communication by an identified sponsor, potentially about which of the following?
An organization An idea A service
Evaluation of advertising is usually done when?
Before a campaign After a campaign
________ and LeBron James partnered in a half-court shot contest that resulted in a successful shot, a bear hug from James, and a viral video that resulted in over 500 million media impressions.
Carmex
The seven web design elements that drive the customer experience include which of these?
Commerce
_________ is the way a good website enables user-to-user communication.
Community
__________ is the way a good website enables user-to-user communication.
Community
With respect to marketing utilities, the Internet affects time and place in which manner?
Consumers can buy products anywhere anytime, from anywhere.
If a brand manager wants to pay only for online advertising that works, she should choose which of the following social media performance measures, despite the difficulties in tracking?
Cost per action
Which of the following social media performance measures is most appropriate for an advertiser who is mainly trying to develop brand awareness?
Cost per thousand
Which of the following are social media performance measures linked to inputs or costs?
Cost per thousand Cost per action Cost per click
Which of the following is a key element in any direct marketing program?
Databases
________ allow marketers to create profiles of its customers, including information about lifestyles, media use, and purchasing patterns, which are useful in direct marketing.
Databases
Which of the following are elements of the communication process?
Decoding A receiver A channel
Which of the following activities typically requires the most creativity?
Designing the promotion
Posttesting most often does what for an advertiser?
Determines if the advertising has accomplished its intended purpose.
Which of the following represents the three steps in the promotional decision process?
Developing, executing, and assessing the promotional program.
Which of the following promotional elements refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information?
Direct marketing
Identify an advantage of using coupons as a type of sales promotion.
Encourages trial
________ of advertising is done usually at two separate times: before and after the advertisements are run in the actual campaign.
Evaluation
Prospective buyers go through which of the following stages in the hierarchy of effects?
Evaluation Interest Adoption
Advertising, like any part of the promotional mix, can be managed by following several steps, including which of these?
Executing Evaluating
________ continues to enhance its capabilities, including through the acquisitions of Instagram (photo sharing), WhatsApp (messaging), and Oculus (virtual reality).
Which of the following are performance measures linked to outputs or revenues?
Fans Unique visitors Click-through rate
Which of the following allows the sender to determine whether the message was properly decoded and understood by the receiver?
Feedback
What does the individuality capability of the Internet mean?
Firms must treat their customers as individuals and empower them
A media planner will decide on the advertising schedule, including the specific times and durations of advertisements. Which of the following are approaches to this scheduling?
Flighting Continuous Pulse
Of the following, which product/service category accounts for lowest percentage of online sales?
Health and personal care
Which of the following is related to the dramatic growth of direct marketing?
Increasing availability of customer information databases
Which of the following is related to the dramatic growth of direct marketing?
Increasing interest in customized communication with consumers.
What are the two capabilities of the Internet that promote and sustain customer relationships?
Interactivity and individuality
Which two of the following are true of Facebook?
It has surpassed 2.2 billion active users worldwide. It has acquired Instagram, enhancing its photo capabilities.
Which of the following is TRUE of YouTube?
It offers streaming video content.
The advertising message should communicate which of the following to its target audience?
Key benefits of the product
Carmex and ________ partnered in a half-court shot contest that resulted in a successful shot, a bear hug from James, and a viral video that resulted in over 500 million media impressions.
LeBron James
__________ companies, though they operate online today, originated as brick-and-mortar stores in the traditional marketplace.
Legacy
Professional networking and job searching are the main purpose of which social media network?
When seeking an introduction to someone for business purposes, a user might use ________ to gain access to someone through a mutual, trusted "connection".
Interactivity refers to the capability on the Internet that allows firms to establish what?
Listening and responding to the customers
Which two of the following are reasons that firms like to advertise during the Super Bowl?
Many viewers actually look forward to watching the commercials. Over 100 million viewers watch the game.
Which advertising option reaches about 96 percent of all households, through traditional and nontraditional methods?
Network television
Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or the feedback received?
Noise
Two of the primary characteristics of advertising that set it apart from other elements of the promotion mix are which of these?
Paid Nonpersonal
Which of the following promotional elements refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?
Personal selling
The Internet allows consumers to access on-demand information about products. This is an example of which kind of marketing utility?
Place and time
________ shows the actual performance of ads in terms of awareness, costs efficiency, or sales and those that don't do well may be dropped.
Posttesting
Which two of the following smartphone apps are most essential to mobile marketing?
Price-comparison searches Location-based promotions
Which of the following smartphone apps are becoming increasingly important to the marketing manager?
Price-comparison searches Location-based promotions Loyalty programs
Placing a branded product in a scene of a video game is an example of which type of sales promotion?
Product placement
Which three of the following are considered forms of sales promotion?
Product placement Loyalty programs Sweepstakes
Advertising, personal selling, and public relations are part of which element in the marketing mix?
Promotion
Which of the following is a particular challenge for the coordination of a consistent promotional effort?
Promotional elements are often the responsibility of different departments.
Publicity is considered to be integral to which part of the promotional mix?
Public relations
Which of the following promotional elements refers to a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers and others about a company and its products, using tools like special events, lobbying, and press conferences?
Public relations
Direct orders
Result from offers than contain all the information to make a decision and complete the transaction.
Lead generation
Results from an offer designed to generate interest in a product and a request for more information.
Traffic generation
Results from an offer designed to motivate people to visit a business
Continuous
Running advertising on a steady schedule throughout the year.
Pulse
Running some advertising at all times, supplemented by higher levels in specified periods.
Which of the following are considered part of the promotional mix?
Sales promotion Direct marketing Advertising
Flighting
Scheduling periods of advertising between periods of no advertising.
When a company learns the launch date for a new product that will be a close substitute for its own, it is most likely to affect which part of the IMC program?
Scheduling the promotion
Which of the following steps in developing an IMC program is likely to be affected by seasonality?
Scheduling the promotion
Which of the following are steps in developing advertising?
Set the advertising budget Identify the target audience
What does personalization mean in the context of integrated marketing?
Setting up a personal page via the firm's website
Customization
Site's ability to tailor itself to different users or to allow users to personalize the site.
Commerce
Site's capabilities to enable commercial transactions
Context
Site's layout and visual design
Which of the following is most responsible for speeding up the convergence of the real and digital worlds?
Social commerce technologies
Which of the following are TRUE for social media in comparison with traditional media?
Social media can be produced more cheaply. Using social media requires fewer skills and less training
Which of these steps in developing advertising is most helpful in selecting media and evaluating a campaign?
Specifying advertising objectives
`________ advertising is popular for car advertising because it can give you a sense of accelerating from a stop or cornering at high speed.
Television
Which of the following should be assessed by a brand manager in the selection of social media networks for marketing purposes?
The characteristics of the visitors to the website The number of daily visitors to the website
Which two of the following are factors that should be considered in the selection of social media content?
The content's intended purpose, like education or entertainment The ability of the content to complement the overall integrated marketing communications effort
Which of the following seems to be a trend in marketing's future use of social media?
The convergence of the real and digital worlds
________ is the result of a proliferation of interlinked social commerce technologies, databases, algorithms, and apps.
The convergence of the real and digital worlds
Connection
The degree that the site is linked to other sites
In the communication process, how does the encoding occur?
The source establishes it.
Which of the following is NOT true of social media?
They are only used by individuals, not business firms.
Which of the following are ways that LinkedIn can be used?
To find jobs, people, and business opportunities recommended by a connection To review and profile a manager offering a job To advertise jobs to targeted people
Introduction
To inform
Pioneering
To inform
Competitive
To persuade
Growth
To persuade
Decline
To phaseout
Reminder
To reinforce
Maturity
To remind
Which of the following are the primary objectives of product advertisements?
To remind To inform To persuade
"Followers" were first introduced on and became an important basis for which social media network?
The various forms of online media content that are publicly available and created by end users are collectively known as
UGC.
Which two of the following are sometimes used interchangeably with the term "social media"?
User-generated content Web 2.0
Which of the following companies would be considered a legacy company in marketspace?
Walmart
________ includes functionalities that allow collaboration and information sharing online.
Web 2.0
Which day of the week is the busiest online shopping day?
Wednesday
Which of the following are questions that must be answered for the development of the promotional program?
When should the promotion be run? Who is the target audience?
________ is a video-sharing website owned by Google where users can upload, view, and comment on videos.
YouTube
Which of the following are important social media networks discussed in the text?
YouTube Twitter LinkedIn
objective and task budgeting
`involves allocating funds to promotion whereby the company: (1) determines its promotion objectives; (2) outlines the tasks to accomplish these objectives; and (3) determines the promotion cost of performing these tasks.
Personal selling to provide information and support after the sale and advertising in trade publications are common promotion elements when the purchaser is
a business buyer.
source
a company or person who has info to convey during the communication proccess
product placement
a consumer sales promo tool that uses a brand name product in a movie, tv show, video game, or a commercial for another product
Posttesting often leads to
a decision about changes in advertising.
public relations
a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products or services
field of experience
a mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process
publicity
a nonpersonal, indirectly paid presentation of an organization, product, or service
collaborative filtering
a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases
direct marketing
a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet
gross rating points (grps)
a reference number used by ads that is obtained by multiplying reach (expressed as a % of the total market) by frequency
sales promotion
a short-term inducement of value offered to arouse interest in buying a product or service
Personal selling is
a two-way flow of communication between buyer and selling designed to influence a purchasing decision.
eight second rule
a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds
An example of why the marketspace would be perceived as more valuable than the marketplace by the consumer is that
access is available anywhere and at anytime.
product advertisements
ads that focus on selling a product or service; forms include pioneering (informational), competitive (persuasive), and reminder
institutional advertisements
advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service
limited service agencies
advertising agencies that specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously unpurchased media space, or providing Internet services
One of the biggest differences between advertising and publicity tools is that
advertising typically has a direct cost while publicity does not.
A manufacturer places a full-page, four-color ad in Time magazine about its new product at the cost of nearly $274,000, which is an example of
advertising.
Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor is known as
advertising.
What are the different types of posttests?
aided recall, unaided recall, attitude tests, inquiry tests, and sales test
What are the different types of trade-oriented sales promotions?
allowances and discounts cooperative advertising training of distributor's sales force
The marketspace is
an Internet-enabled digital environment characterized by face-to-screen exchanges.
full service agency
an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production
Which two factors are especially helpful in choosing the right promotional tools from a wide array of possibilities?
an analytical approach experience
choiceboard
an interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options
viral marketing
an internet-enabled promotional strategy that encourages individuals to forward marketer - initiated messages to others via e-mail, social networking websites, and blogs
advertising
any form of nonpersonal communication about an organization, product, service, or an idea by an identified sponsor
advertising
any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
A(n) _______ is a small, downloadable software programs for a smartphone or tablet (one word).
app
The product/service category that accounts for the highest percentage of online purchases is
apparel and accessories.
evaluation
appraise attributes
Small, downloadable software programs that run on smartphones and tablet devices are known as
apps.
Trade-oriented sales promotions differ from consumer-oriented ones in that trade promotions
are directed at intermediaries in the channel.
For a social media marketing program, marketers create and design online media content that
attracts viewer attention and encourages sharing with his or her social network.
In developing a promotional program, the first step is to identify the target _______, which should align with the target market for the product to the greatest extent possible.
audience
Portfolio tests, jury tests, and theater test are likely to occur
before an advertising campaign has begun.
The advertising message should focus on the key _______ of the product that are important to a prospective buyer in making trial and adoption decisions.
benefits
reminder
brings the company's name to the attention of the target market again
pulse (burst) schedule
burst, flighting and continuous, new product
rebates
cash rebates with proof of purchase
An interactive, Internet-based system that allows individual customers to design their own products and services is called a
choiceboard.
Brand managers assess the focus of a social media website and its visitors primarily to
choose one or more that will generate increased sales and profits.
The promotional mix is a combination of ________ tools.
communication
The process in which a message is conveyed to others in known as
communication.
Web ______ are websites that allow people to congregate online and exchange views on topics of common interest
communities
advocacy
company is taking a stance on an issue
cookies
computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website
in-house agencies
consist of the company's own advertising staff, who may provide full services or a limited range of services
Because several departments might be responsible for various promotional efforts, extra attention should be paid to their
consistency.
cooperative advertising
consists of advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
spam
consists of communications that take the form of electronic junk mail or unsolicited e-mail.
receivers
consists of consumers who read, hear, or see the message sent by a source during the communication process.
noise
consists of extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
consumer-oriented sales promo
consists of sales tools used to support a company's advertising and personal selling directed to ultimate consumers. Also called "consumer promos"
message
consists of the info sent by a source to a receiver during the communication process
personal selling
consists of the two-way flow of communication between a buyer and a seller, often a F-to-F encounter, designed to influence a person's or group's decision
Sales promotions can either be trade-oriented or ________-oriented. (one word)
consumer
One of the primary purposes of a ______ is identifying the communication and delivery channels engaged by cross-channel consumers.
consumer journey map
Which of these tools is most helpful for successful multichannel marketing?
consumer journey maps
theater tests
consumers view new shows or movies (may include recording devices during viewing)
The text, pictures, sound, and videos that a firm website contains exemplifies one of the seven best practices enabling high customer experience. It is called the:
content
Providing ________ to consumers in the converging real and digital worlds is very successful when they perceive that they have control.
convenience
Shoppers that use their smartphones while waiting in a South Korean subway to select and purchase groceries realize which important benefit?
convenience
Computer files that are downloaded by marketers onto consumers' computers and phones to monitor their behavior are called
cookies.
An advantage of ________ is that the discount they provide encourages trial.
coupons
________ can be found in the Valpak mailer and also at www.valpak.com; they provide discounts to consumers to encourage trial.
coupons
What are the different types of consumer-oriented promotions?
coupons deals premiums contests sweepstakes samples loyalty programs point-of-purchase displays rebates product placement
Sales promotions that offer a discounted price to the consumer to encourage trial are called
coupons.
A customer who sees a pair of boots online but then decides to buy the same pair at Macy's after trying them on would be best classified as a(n)
cross-channel shopper.
Maria researches online before she goes to buy her electronics at the local big-box retailer. Maria is a
cross-channel shopper.
In creating an online ___________, companies attempt to manage all of the interactions with the customer, from initial view of the home page through purchase.
customer experience
Companies use specific online design elements to maximize the utility delivered to consumers, thus managing their
customer experience.
A ______ refers to a sales promotion that is a short-term price reduction which can take several forms, including "featured price" or "buy one get one free."
deal
Short-term price reductions that can be used to retaliate against a competitor's actions like introducing a new product are called
deals.
A choiceboard allows customers to
design their own products from an online menu.
Desirable outcomes of _______ marketing include direct orders, leads, and traffic
direct
Like personal selling, ________ often consists of interactive communication with a customizable message.
direct marketing
The hierarchy of ______ in promotion is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action.
effects
bots
electronic shopping agents or robots that comb websites to compare prices and product or service features
In the communication process, __________ refers to the transformation of the sender's ideas into a set of symbols.
encoding
contests
encourages consumers to apply skills or creating thinking to win a prize. has to have a winner
Pretesting of promotions allows for changes to be made to improve their effectiveness, and posttesting
evaluates the impact and contribution of each toward achieving objectives.
A -______ service advertising agency provides a complete range of services, including research, media selection, copy and artwork development, and campaign coordination.
full
Personalization allows customers to
generate the desired information on a seller's website to meet individual needs.
purchase frequency
how frequently product is purchased
buyer turnover
how often new buyers enter the market
Which of the following are steps in the planning and execution of an ad campaign?
identify target audience set advertising objectives
Price-comparison searches and location-based promotions are
important smartphone apps for mobile marketing.
response
in the feedback loop, is the impact the message had on the receiver's knowledge, attitudes, or behaviors during the communication process
feedback
in the feedback loop, is the sender's interpretation of the response, which indicates whether a message was decoded and understood as intended during the communication process
Advertising functions performed by the company's own staff are said to be
in-house.
When Facebook allows you to upload a picture of yourself and to show your preferences to your friends, Facebook is leveraging the _____ capability of the Internet
individuality
Interactivity and ________ are two important capabilities of the Internet in the ______ relationship.
individuality; buyer-seller
Successful promotion designs are often the result of
insight regarding consumer's interest and purchasing behavior.
The objective of _________ advertisements is to build goodwill or an image for an organization rather than promote a specific good or service.
instituional
The type of advertisement that is used to build goodwill or an image for an organization rather than to promote a specific product is called
institutional.
_____ marketing is characterized by choiceboards and personalization that transform information supplied by customers into customized responses to their individual needs.
interactive
The activity that involves two-way buyer-seller electronic communication in a computer-mediated environment is called
interactive marketing.
The capability that allows firms to listen to their customers, answer their requests, and build relationships is called
interactivity.
flighting (intermittent) schedule
intermittent, reflect seasonal brand
percentage of sales budgeting
involves allocating funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
competitive parity budgeting
involves allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share. Also called matching competitors or share of market.
all-you-can-afford budgeting
involves allocating funds to promotion only after all other budget items are removed
push strategy
involves directing the promo mix to channel members to gain their cooperation in ordering and stocking the product
pull strategy
involves directing the promotional mix at the ultimate consumers to encourage them to ask the retailer for the product
subscription commerce
involves the payment of a fee to have products and services delivered in a recurring schedule
A vending machine may use a combination of facial recognition and ________ to offer you a quantity discount for purchasing two of your favorite candy bars.
knowledge of your "likes" of Facebook
interest
learn about the product
interactivity
listen and respond to customers
Consumers have come to expect ________ online, which has led to the practice of showrooming in retail stores.
lower prices
In contrast with the traditional marketplace is the ________, which utilizes an Internet-enabled digital environment to provide the forum for marketing exchanges.
marketspace
To the extent that time and money permit, the target audience for the promotion program should
match the target market for the firm's product.
Newspapers, radio, and TV are examples of advertising
media
The means by which the message is communicated to the target audience are known as the advertising
media.
Specifying a clear objective for an advertising campaign help in selecting ________ and ________ the campaign.
media; evaluating
publicity tools
methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and PSA's.
Loyalty programs and location-based promotions are often implemented through apps as part of a(n) __________ marketing strategy.
mobile
The push strategy and the pull strategy assist the manufacturer in
moving a product through the channel of distribution.
channel control
moving product through distribution channel
Facebook, Twitter, and LinkedIn are known as social
networks.
Web 2.0 is referred to as such because
new functionalities exist to make possible a high degree of user interactivity.
Competing messages, lack of clarity in a message, or even printing mistakes can create problems preventing effective communication, so they are called ____________.
noise
coupons
offer discounted price
As a sales promotion, a premium is
offering some type of merchandise for free or at significant savings.
Cost:
often lower pricing online
cross-channel consumer
one who shops online but buys offline, or shops offline but buys online
__________ consumers are the subsegment of all Internet users who employ this technology to research products and services and make purchases. (one word)
online
Shopping & Buying - online vs stores:
online: Monday - Friday 80% of sales; busiest day is wednesday stores: 35% of sales on weekend; busiest day is saturday 60% use laptops and desktops 6% use tablets 29% use multiple devices
Page views and share of voice are social media performance measures linked to
outputs or revenues.
For credibility in media, traditional media relies on "experts" while for social media it begins with
participating in a conversation with a quality message.
Using ________ with business buyers is appropriate because they often have specialized needs or technical questions, and may need support after the purchase.
personal selling
If you have a personalized yahoo! or Google page that loads in your browser as you log in, these firms likely built a strategy around _______ in order to know you better as a consumer.
personalization
Product ________ involves the use of a brand-name product as a prop or accessory in, for example, a scene in a movie or television show.
placement
What are the three types of pretests?
portfolio test, jury test, and theater test
Following the execution of an advertising program, the marketer then must assess it. This is typically accomplished with
posttesting
A self-liquidating ________ is one in which the extra merchandise is offered at a savings over retail price but at a level that covers the cost of the item.
premium
Developing, executing, and assessing the promotional program helps an organization by
prescribing a strategic approach that improves promotional decisions.
The ideal execution of a promotion program involves ________ each design to allow for changes and modifications, and then ________ to evaluate the impact of each promotion and its contribution toward the objectives.
pretesting; posttesting
Facial recognition is one aspect of the convergence of real and digital worlds that may increase concerns about
privacy
competitive institutional
product class (advertising for industry, not a specific brand)
The main purpose of the LinkedIn site is
professional networking and job searching.
infomercials
program-length (30-minute) ads that take an educational approach to communication with potential customers
Advertising and personal selling are part of the ________ mix.
promotional
The product life cycle relates each associated stage with a promotional objective and a ________ activity.
promotional
Advertising, personal selling, public relations, sales promotion, and direct marketing are the five elements of the
promotional mix.
Directed at the ultimate consumers, consumer-oriented sales (one word) consists of sales __________ tools used to support a company's advertising and personal selling.
promotions
trial
purchase and use
awareness
recognize/remember the brand
Attempts to influence feelings, opinions, or beliefs held by customers and others about a company and its products are called public ________.
relations
adoption
repeated purchase
Free samples and point-of-purchase displays are known as consumer-oriented ___________ promotions.
sales
_______ promotion refers to a short-term inducement of valued offered to arouse interest in buying a good or service.
sales
trade-oriented sales promotions
sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. also called "trade promos"
An advertising ______ may follow one of three basic approaches: continuous, flighting, and pulse
schedule
An advertising may follow one of three basic approaches: continuous, flighting, and pulse.
schedule
An analytical approach and experience are particularly important when ________ because a large number of possible combinations can achieve the same objective.
selecting the right promotional tools
Percentage of sales and competitive parity are two methods of
setting a promotional budget.
Convenience, cost, and choice are among the reasons that consumers
shop and buy online.
showrooming
shops in stores but buys online
webrooming
shops online but buys in stores
Sales promotion is a(n) ________ inducement of value offered to arouse interest in buying a product or service.
short-term
deals
short-term price reductions increase trials react to competition
jury tests
show copy to panel of consumers to rate
When Snapchat featured a link to an augmented reality image of Michael Jordan in his latest model of sneakers that viewers could walk around to see from different angles prior to purchasing, it was an example of
social commerce technology.
When a consumer makes an online purchase directly through social media without using a company's website, it is considered
social commerce.
"Web 2.0" and "Web 3.0" are terms that are sometimes used interchangeably with
social media.
permission marketing
solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer - opt in - opt out
Electronic junk mail or unsolicited e-mails is also called
spam
Two-thirds of all e-mail messages in the world are unsolicited, making them ________ .
spam
forgetting rate
speed that buyers forget the brand
continuous (steady) schedule
steady, seasons not important
When using social media, participants typically
submit comments, photos, and videos.
In order for an advertising program to succeed, the advertiser must accurately and effectively identify its audience
target
media selection
target audience, product, messages, cost
posttests
tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose
pretests
tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement
Although it is very expensive to advertise during ________, the large audience and engaged viewers often make it effective.
the Super Bowl
frequency
the average number of times a person in the target audience is exposed to a message or ad
In the navigation of a website, the eight-second rule refers to
the belief that customers will abandon their efforts if downloads exceed this time.
mobile marketing
the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device
The section of social media content should be based in part on
the characteristics of the target market segments you desire to reach.
promotional mix
the combination of one or more communication tools to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product
integrated marketing communications (IMC)
the concept of designing marketing communications programs that coordinate all the promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to provide a consistent message across all audiences
personalization
the consumer-initiated practice of generating content on a marketer's website that is custom tailored to an individual's specific needs and preferences
cost per thousand (CPM)
the cost of reaching 1,000 individuals or households with the ad's message in a given medium
Customerization
the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer
channel of communication
the means ( a salesperson, ad media, or public relations tools ) of conveying a message to a receiver during the communication process
reach
the number of different people or households exposed to an advertisement
traffic generation
the outcome of a direct marketing offer designed to motivate people to visit a business
rating
the percentage of households in a market that are tuned to a particular TV show or radio station
Dynamic pricing is
the practice of changing price in real time based on supply and demand.
dynamic pricing
the practice of changing prices for products and services in real time response to supply and demand conditions
communication
the process of conveying a message to others that requires 6 elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding
decoding
the process of having the receiver take a set of symbols, the message,m and transform them back to an idea during the communication process
encoding
the process of having the sender transform an idea into a set of symbols during the combination process
The two promotional strategies used by a manufacturer to assist in moving a product through the channel of distribution are known as
the push strategy and the pull strategy.
lead generation
the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information
direct orders
the result of direct marketing offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction
hierarchy of effects
the sequence of stages a prospective buyer goes through: awareness, interest, evaluation, trial, and adoption
online consumers
the subsegment of all internet users who employ this technology to research products and services and make purchases
customer experience
the total interactions a customer has with a company's website
social commerce
the use of social networks for browsing and buying
Social commerce is
the use of social networks for browsing and buying products.
Pretests for advertising can take several forms, including portfolio tests, jury tests, and
theater tests.
Dynamic pricing is most often used for
time-sensitive items.
portfolio test
to copy test alternatives
introduction stage
to inform; publicity in magazines, advertising, salesforce calling on intermediaries, sales promotion in form of free samples
growth stage
to persuade; personal selling to intermediaries, advertising to differentiate a product from competing brands
decline stage
to phase out; little money spent on promotion
maturity stage
to remind; reminder advertising, sales promotion in form of discounts, coupons, and events, limited personal selling, and direct mail reminders
individuality
treat customers as individuals
The purpose of a social media marketing program is to
turn viewers into "evangelists" that will communicate with their online friends about the joys of using a brand.
interactive marketing
two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller
______ -generated content describes the various forms of online media content that are publicly available and created by those that use them, including all the ways people can use social media.
user
behavioral targeting
uses information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising
Showrooming is the practice of a consumer
visiting a retail store to inspect merchandise but then purchasing online.
When Coca-Cola creates a website within its website called MyCoke.com where consumers can create a profile, and exchange thoughts, ideas, and more among themselves, it has developed what is called a __________.
web community
The eight-second rules refers to a time restriction for
website downloads.
web communities
websites that allow people to congregate online and exchange views on topics of common interest
Online shopping differs from retail shopping because a larger percentage of it happens during the
week.
pioneering institutional
what a company is, what a company can do
Trade-oriented sales promotions are directed at
your wholesalers, retailers, or distributors.
