MKTG Chapter16
What are teh benefits of advertising
1. It is extremely cost-efficient when it reaches a vast number of people at a low cost per person. 2.lets the source repeat the message several times. 3. can add to the product's value, and the visibility an organization gains from advertising can enhance its image
What are the disadvantages of advertising
1. the absolute dollar outlay can be extremely high, especially for commercials during popular television shows and those associated with popular websites 2. rarely provides rapid feedback 3. using spokespeople such as celebrities can be challenging
__________________ is a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media, including television, radio, the Internet, newspapers, magazines, video games, direct mail, outdoor displays, and signs on mass transit vehicles.
Advertising
What are the 8 objectives of promotion?
Awareness, Demand, Trial, Prospects, Loyal Customers, Reseller Support, Combat competitors, reduce sale fluctuations
________________________ is an attempt to incite publicity and public excitement surrounding a product through a creative event.
Buzz marketing
What is the coding process
Converting meaning into a series of signs or symbols
________________________ are also allowing marketers to target individual customers more precisely
Database marketing and marketing analytics
___________________________ refer to the coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers
Integrated marketing communications
_____________ is anything that reduces the clarity and accuracy of the communication; it has many sources and may affect any or all parts of the communication process
Noise
_______________ is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation
Personal selling
_________________ is communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and accept its prod-ucts.
Promotion
_______________ is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders
Public relations
________________ uses a variety of tools, including annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs aimed at protecting the environment or helping disadvantaged individuals.
Public relations
_______________ is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.
Sales promotion
_______________ is a strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly
Viral marketing
_____________________ is personal, informal exchanges of communication that customers share with one another about products, brands, and companies
Word-of-mouth communication
pull policy uses ______________
advertising adn sales promotion
When products are marketed through intensive distribution, firms depend strongly on ____________
advertising and sales promotion
When a product's market consists of millions of customers, organizations rely on ________________, because these methods ______________
advertising and sales promotion reach masses of people at a low cost per person.
The four possible elements of a promotion mix are __________________
advertising, personal selling, public relations, and sales promotion
In the decline stage, marketers usually decrease _______________
all promotional activities, especially advertising
Personal selling is most extensively used in the _____________________
business-to-business market and also in the business-to-consumer market for high-end products
______________ is the limit on the volume of information a communication channel can handle effectively
channel capacity
A ___________________________ is used most often by firms in extremely competitive consumer markets, such as the fast-food, convenience store, and cable/Internet/phone markets.
combative promotional objective
The ___________ is the medium of transmission that carries the coded message from the source to the receiver
communications channel
The goal of public relations is to ____________
create and enhance a positive image of the organization.
In the _________________, signs or symbols are converted into concepts and ideas.
decoding process
integrated marketing communications fosters not only long-term customer relationships but also the ______________
efficient use of promotional resources.
The receiver's response to a decoded message is ______________ to the source.
feedback
Mass media advertising, a very popular promotional method in the past, is used less frequently today because of its __________________
high cost and lower effectiveness in reaching some target markets.
personal selling provides _________
immediate feedback
a marketer's use of sales promotion tends to be _______________
irregular.
What ar teh three types of personal selling nonverbal communication
kinesic, proxemic, tactile
Channel capacity is determined by the ________________ component of the communication process
least efficient
A push policy normally stresses ________________
personal selling
If the size is limited, the promotion mix will probably emphasize ______________, which can be very effective for reaching small numbers of people
personal selling
Organizations selling to industrial markets and firms marketing products through only a few wholesalers frequently make ________________ the major component of their promotion mixes.
personal selling
Generally, promotion mixes for business products concentrate on _________________, whereas _____________ plays a major role in promoting consumer goods
personal selling advertising
If a company's promotional bud-get is extremely limited, the firm is likely to rely on _________________ because ____________________
personal selling it is easier to measure a salesperson's contribution to sales than to measure the sales effectiveness of advertising
________________ is the promotion that informs consumers about a new product
pioneer promotion
____________ is the demand for a product category rather than for a specific brand
primary demand
For maximum benefit from promotional efforts, marketers strive for __________________
proper planning, implementation, coordination, and control of communications.
a firm that uses a _____________promotes directly to consumers to develop strong consumer demand for its products
pull policy
With a _____________, the producer promotes the product only to the next institution down the marketing channel.
push policy
A ________________ is the individual, group, or organization that decodes a coded message
receiver
Marketers spend more on _______________ than on advertising and is also faster growing
sales promotion
To build _________________, demand for a specific brand, a marketer employs promotional efforts that point out the strengths and benefits of a specific brand
selective demand
A major goal of integrated marketing communications is to _______________
send a consistent message to customers
we define communication as a ______________
sharing of meaning.
When mass communication like advertising is used, feedback is often ________________
slow and difficult to recognize
A _______________ is a person, group, or organization with a meaning it attempts to share with an audience.
source
communication begins with a ______________
source
personal selling involves more ____________
specific communication directed at one or several individuals
Whether a marketer's product is the first in a new product category, a new brand in an exist-ing category, or simply an existing brand seeking customers, _____________________ aim to make product trial convenient and low risk for potential customers.
trial-inducing promotional efforts
An audience is __________
two or more receivers