MKT chapt 14

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.

mass marketing; digital marketing

Which of the following terms best represents the communication channel that a company uses to move its advertising messages from sender to receiver?

media

Which of the following appeals is based on the idea that consumers often feel before they think?

emotional appeal

When a customer lets a producer know something about its products or advertising, the customer is providing ________.

feedback

The AIDA model identifies the characteristics of an effective ________.

marketing message

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

the promotion mix

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

two-sided

Which of the following is most likely a shortcoming of advertising?

It is impersonal and lacks the direct persuasiveness of company salespeople.

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

Personal selling

________ consists of strong short-term incentives that invite and reward quick responses from customers.

Sales promotion

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

While using integrated marketing communications, the communications process should start with a(n) ________.

audit of all potential customer touch points

Display media includes ________.

billboards

To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.

collect feedback

Companies often fail to integrate their various messages to consumers because ________.

communications often come from different parts of the company

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

deliver a clear, consistent, and compelling message

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

direct and digital marketing

Which of the following is one of the five major promotion tools?

direct and digital marketing

Which promotional tool is the most immediate, customized, and interactive?

direct marketing

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.

emotional

Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face-to-face, mail, e-mail, texting, or an Internet chat?

personal communication channel

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, and events?

public relations

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.

pull; push

John Deere does very little promoting of its lawn mowers and garden tractors to final consumers. Instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn sell John Deere products to final consumers. According to this information, which of the following promotion mix strategies is being used by John Deere?

push strategy

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

rational

Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________.

sales promotion

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

sales promotion

Many firms hire celebrities to appear in their advertisements. Which step of the communication process is represented?

selecting the message source

Which of the following is a strength of advertising?

It reaches masses of geographically dispersed buyers at low cost per exposure