Ch16 Marketing 350

Advertising

A paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium Advantages: Cost efficiency, repetition, and adding product value Disadvantages: Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales Biggest problem is high absolute dollar outlay

Source

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience. Ex. "Gillete, the best a man can get," Gillete is the communication source

Communication

A sharing of menaing

Kinesic Communication

A type of personal selling that involves head nodding, winking, hand gestures, and arm motions

Promotion mix ingredients

Advertising, personal selling, sales promtion, and public relations are called_______

Reduce sales fluctuations

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to_____

Facilitating reseller support

Cooperative advertising efforts between manufactures and retailers demonstrate the promotional objective of______

Pioneer

During the introduction stage of the product life cycle, which type of promotion would a firm focus on______

Noise

Ex. Sonya is watching the 6oclock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered____

What industry is most likely to employ combative promotional efforts?

Fast Food

Channel capacity

In marketing communication terms, the speed of an internet connection relates to______

Personal Selling

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation. Costs more than advertising and provides immediate feedback

Communication channels

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Integrated Marketing Communications

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact

Receiver

The individual or group that decodes a coded message

Coding process

The process of putting one's thoughts(meaning) into signs(symbols)

Communication channel

The vehicle through which the coded message is transmitted from the source to the receiver

Selective demand

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build_________

Identifying prospects

a direct response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of_________

buzz marketing

an attempt to create a trend or acceptance of a product through word-of-mouth

The basic function of promotion is

communication

Promotion

communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product

Promotion is

communication that is managed

Often when a company introduces a new product, its promotion will focus on__________ in order to initiate the product-adoption process

creating awareness

Selective demand

demand for a particular brand Ex. when sears promotes the benefits and strengths of its kenmore brand appliances, it is attempting

Primary demand

demand for a product category

Channel capacity

determined by the least effiecient component of the communication process

Channel capacity

each communication has a limit on the volume of information it can handle effectively. This limit is called_____

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

encourage product trial

Effective management of integrated marketing communications is based upon

information about customers

Pioneer promotion

informs potential customers about a product and what it is Ex. When Blu-ray disc players were first introduced to the market, the logical choice of promotion is pioneer

Face-to-face communication such as product sampling and personal selling provides marketers with

instant feedback

Role of Promotion

is to stimulate product demand

Cause-related marketing

links the purchase of an organization's products to support of philanthropic organizations favored by the target market Ex. when yopliat yogurt gives a portion of its profits to Breast Cancer Research

The message that a source originally encodes and the meaning a receiver ultimately decodes

may be different becasue of noise

When encoding the message, the source should use signs that have

meanings that the target market will understand

Promotion can help keep prices lower because

promotion of prices intensifies price competition

Personal selling

provides immediate feedback

Decoding process

receiver attempts to convert signs or symbols into concepts and ideas.

The cost of__________ is usually substantially lower than the cost of_________

retaining existing customers; acquiring new customers

Feedback

the receiver's response to a message is________ for the source.