Chapter 14

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print and online forms.

Advertising

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

Buzz marketing

____ refers to the process of putting thought into symbolic form

Encoding

Using the AIDA model, an effective marketing message should get attention, hold interest, ________, and obtain action.

arouse desire

Integrated marketing communications require a companys mass-market advertisements, Web site, e-mail and personal selling communications to all ________.

deliver a clear,consistent and compelling message.

Which major promotion category use catalogs,direct mail, e-mail, mobile marketing and social media?

direct and digital marketing

The AIDA model identifies the characteristics of an effective ________>

marketing message

A(n) ______ is a set of symbols that the sender transmits.

message

A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called

noise

_____ includes sales presentations, trade shows, and incentive programs.

personal selling

Press conference, speeches, store openings, special events, newsletters, and store magazines are examples of _____ activities used by retailers to promote themselves.

public relations

In the communication process, the reaction of the receiver after being exposed to a message is called the _______.

response

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

sales promotion

A company's total marketing communications mix consists of a specific blend of advertising, sales promotions, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following best describes this set of communication tools?

the promotion mix

Personal communications about a product between target buyer and neighbors, friends, family members,assoicates, and other consumers are known as _______

word-of mouth influence