MKT 210 Ch. 14

_____________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service.

Sales promotion

Which method for setting the total budget for advertising is the most difficult to use?

The objective-and-task method

What is the goal of integrated marketing communications?

To build clear, consistent, and compelling company and brand messages

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is considered _____________.

advertising

One framework for designing an effective message is the AIDA model. In the AIDA model, _____________.

attention leads to interest, which hopefully leads to desire and then action

When companies set their promotion budgets to match competitor's outlays, they are using the ____________ method.

competitive-parity

On reason there is a need for integrated marketing communications is that ______________.

consumers don't distinguish between content sources the way marketers do

The first task for a communicator in preparing marketing communications is to _____________.

identify the target audience

Specific promotional tools used in ___________ include press releases, sponsorships, events, and Web pages.

public relations

One form of influence that carries great weight, especially for products that are expensive, risky, or highly visible is _____________.

word of mouth

Which of the following is the correct order of the six buyer-readiness stages?

Awareness, knowledge, liking, preference, conviction, and purchase

______________ involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Direct and digital marketing

Which element of the promotional mix is the most effective in building up buyers' preferences, convictions, and actions?

Personal selling

Which promotional tool includes presentations, trade shows, and incentive programs?

Personal selling

A company wants to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company use?

Advertising

Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the result?

Percentage-of-sales

John Deere does very little promoting of its lawn mowers, garden tractors, and other residential consumer products to final customers. Instead, John Deere's sales force works with Lowe's, The Home Depot, and other channel members. This is an example of using _____________ for promotion.

a push strategy

Specific promotional tools used in ____________ include direct mail, catalogs, online and social media, mobile marketing, and more.

direct and digital marketing

In the content of a message, marketers often use ___________ appeals such as joy, love, humor, fear, and guilt.

emotional

In the communication process, putting thought into symbolic form is called ____________.

encoding