MKTG 345 - Chapter 14, MKTG 345 - Chapter 15, MKTG 345 - Ch 16, MKTG 345 - Chapter 17

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Twitter is based upon the principle of

"followers."

Radio:

- 15,000 - satellite radio - peak times are drive times - use limited if products must be seen

Magazines

- 7,293 customer magazines - 237 new magazines/year - specific topics for segments and geographies

Internet companies

- 90% of U.S internet users aged 15+ shop online

Which of the following are true of online consumers?

- They are likely to be younger than the general population. - They are more affluent and better educated than the general population.

internet and online advertising

- audio and video - rich media - banner/display ads - mobile marketing

Factors to consider

- buyer turnover - purchase frequency - forgetting rate

technological, global, and ethical issues in direct marketing

- companies keep records about customers - match records with social media activity - many countries have mandatory "opt - in" - ethical and legal issues with privacy

Which two of the following are among the reasons that consumers typically shop and buy online?

- control - customization

Creating the actual message:

- copywriters create the text - translating text to advertisement is complex - high-quality, 30 second ad = 345,000 to produce

loyalty programs

- encourages and rewards repeat purchases - offers a premium as purchases accumulate

internet users who are likely to purchase:

- equally female and male - better educated - younger - more affluent - 20% account for 69% online sales

Traditional marketplace:

- face-to-face exchanges - legacy companies

samples

- free product or trial size - encourages consumers to try new things and save money

Message content

- informational element - persuasive element

Newspapers:

- local medium and current events - call for action - online and mobile editions

Communication

- marketer - to - consumer emails - consumer - to - marketer requests - chat rooms, messaging, social networks - web communities - blog - spam - CAN - SPAM act - Buzz - Viral marketing

Allowances and discounts

- merchandise allowance - case allowance - free goods - finance allowance - floor stock production - freight allowance

Choice:

- offering selection - choice assistance

Possibilities for customervalue creation are greatest in digital marketspace. Why?

- place and time utility - possession utility is accelerated - form utility - communication between customers and marketers; customization

advertising media choices:

- print - radio - tv

Television:

- reaches 96% of households - out-of-home TV in hotels, bars, offices, etc

point-of-purchase displays

- signs hold or display products - located in high-traffic areas

Training of distributors' sales forces

- success rests on resellers' sales force - produce manuals, brochures - national sales meetings - recognition programs

sweepstakes

- value-priced prizes - experience - based prizes

premiums

-offers items free or at significant savings -self-liquidating:free toy -encourages frequent buying

Why do consumers shop and buy online?

1) convenience 2)Choice 3)customization 4)Communication 5)Cost 6) Control

The five elements of the promotional mix:

1. Advertising 2. Personal Selling 3. Public Relations 4. Sales Promotion 5. Direct Marketing

Put the following social media performance measures that are linked to inputs or costs in order, with the LEAST proven relationship with sales at the TOP.

1. Cost per thousand 2. Cost per click 3. Cost per action

Selecting the right media:

1. advertising media choices 2. media selection 3. media planning goals

Four forms of institutional advertisements

1. advocacy 2. pioneering institutional 3. competitive institutional 4. reminder institutional

Five product categories account for about 70% of online retail sales today - a trend projected to continue in the future:

1. clothes, apparels/accessories 2. computer and accessories - technology 3. automobiles and parts 4. music, books, and videos 5. health and personal care

Elements for communication:

1. communication 2. source 3. message 4. channel of communication 5. receivers 6. feedback loop

Seven key design elements for customer experience:

1. context - appeal and functional look 2. content - all digital information 3. customization - ability of a site to modify for individual customers 4. connection - linkage between other sites 5. communication - dialogue between site and consumer 6. community - user-to-user communication 7. commerce - conduct sales transactions

scheduling approaches

1. continuous (steady) schedule 2. flighting (intermittent) schedule n\ 3. pulse (burst) schedule

promotional mix combines tools:

1. determine the balance of the promotional elements to be used 2. consistent promotional effort 3. assess target audience characteristics

Three steps in multichannel marketing

1. document cross-channel consumer behavior 2. employ mutually reinforcing communication and delivery channels 3. monitor and measure performance

Process for communications

1. encoding 2. decoding 3. field of experience 4. response 5. feedback 6. noise

Common types of appeals:

1. fear appeals - avoid negative experiences 2. sex appeals - increase attractiveness 3. humorous appeals - fun and exciting

developing an IMC program

1. identify target market 2. specifying promo objectives 3. budget 4. select promo tools 5. design the promotion 6. schedule your promotion - the frequency you want it to run

Steps in developing an ad program

1. identifying the target audience 2. specifying the advertising objectives 3. setting the advertising budget

Stages in the product life cycle:

1. introduction stage 2. growth 3. maturity 4. decline

What do consumers buy online?

1. items with important product information 2. items that can be delivered digitally 3. unique and specialty items 4. regularly purchased items 5. standardized items where price is important

Which two of the following would be considered part of the feedback loop in the communication process?

A retailer attributes an increase in sales to its purchase of advertising in Sunday's paper. A consumer purchases a used car as a result of the interaction with a salesperson.

Cookies allow companies to track which of the following?

A user's visit to its website A user's visit to other websites

Which of the following are methods of setting a budget for promotion?

All you can afford Objective and task Competitive parity

Advertising is a paid form of communication by an identified sponsor, potentially about which of the following?

An organization An idea A service

Evaluation of advertising is usually done when?

Before a campaign After a campaign

________ and LeBron James partnered in a half-court shot contest that resulted in a successful shot, a bear hug from James, and a viral video that resulted in over 500 million media impressions.

Carmex

The seven web design elements that drive the customer experience include which of these?

Commerce

_________ is the way a good website enables user-to-user communication.

Community

__________ is the way a good website enables user-to-user communication.

Community

With respect to marketing utilities, the Internet affects time and place in which manner?

Consumers can buy products anywhere anytime, from anywhere.

If a brand manager wants to pay only for online advertising that works, she should choose which of the following social media performance measures, despite the difficulties in tracking?

Cost per action

Which of the following social media performance measures is most appropriate for an advertiser who is mainly trying to develop brand awareness?

Cost per thousand

Which of the following are social media performance measures linked to inputs or costs?

Cost per thousand Cost per action Cost per click

Which of the following is a key element in any direct marketing program?

Databases

________ allow marketers to create profiles of its customers, including information about lifestyles, media use, and purchasing patterns, which are useful in direct marketing.

Databases

Which of the following are elements of the communication process?

Decoding A receiver A channel

Which of the following activities typically requires the most creativity?

Designing the promotion

Posttesting most often does what for an advertiser?

Determines if the advertising has accomplished its intended purpose.

Which of the following represents the three steps in the promotional decision process?

Developing, executing, and assessing the promotional program.

Which of the following promotional elements refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information?

Direct marketing

Identify an advantage of using coupons as a type of sales promotion.

Encourages trial

________ of advertising is done usually at two separate times: before and after the advertisements are run in the actual campaign.

Evaluation

Prospective buyers go through which of the following stages in the hierarchy of effects?

Evaluation Interest Adoption

Advertising, like any part of the promotional mix, can be managed by following several steps, including which of these?

Executing Evaluating

________ continues to enhance its capabilities, including through the acquisitions of Instagram (photo sharing), WhatsApp (messaging), and Oculus (virtual reality).

Facebook

Which of the following are performance measures linked to outputs or revenues?

Fans Unique visitors Click-through rate

Which of the following allows the sender to determine whether the message was properly decoded and understood by the receiver?

Feedback

What does the individuality capability of the Internet mean?

Firms must treat their customers as individuals and empower them

A media planner will decide on the advertising schedule, including the specific times and durations of advertisements. Which of the following are approaches to this scheduling?

Flighting Continuous Pulse

Of the following, which product/service category accounts for lowest percentage of online sales?

Health and personal care

Which of the following is related to the dramatic growth of direct marketing?

Increasing availability of customer information databases

Which of the following is related to the dramatic growth of direct marketing?

Increasing interest in customized communication with consumers.

What are the two capabilities of the Internet that promote and sustain customer relationships?

Interactivity and individuality

Which two of the following are true of Facebook?

It has surpassed 2.2 billion active users worldwide. It has acquired Instagram, enhancing its photo capabilities.

Which of the following is TRUE of YouTube?

It offers streaming video content.

The advertising message should communicate which of the following to its target audience?

Key benefits of the product

Carmex and ________ partnered in a half-court shot contest that resulted in a successful shot, a bear hug from James, and a viral video that resulted in over 500 million media impressions.

LeBron James

__________ companies, though they operate online today, originated as brick-and-mortar stores in the traditional marketplace.

Legacy

Professional networking and job searching are the main purpose of which social media network?

LinkedIn

When seeking an introduction to someone for business purposes, a user might use ________ to gain access to someone through a mutual, trusted "connection".

LinkedIn

Interactivity refers to the capability on the Internet that allows firms to establish what?

Listening and responding to the customers

Which two of the following are reasons that firms like to advertise during the Super Bowl?

Many viewers actually look forward to watching the commercials. Over 100 million viewers watch the game.

Which advertising option reaches about 96 percent of all households, through traditional and nontraditional methods?

Network television

Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or the feedback received?

Noise

Two of the primary characteristics of advertising that set it apart from other elements of the promotion mix are which of these?

Paid Nonpersonal

Which of the following promotional elements refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?

Personal selling

The Internet allows consumers to access on-demand information about products. This is an example of which kind of marketing utility?

Place and time

________ shows the actual performance of ads in terms of awareness, costs efficiency, or sales and those that don't do well may be dropped.

Posttesting

Which two of the following smartphone apps are most essential to mobile marketing?

Price-comparison searches Location-based promotions

Which of the following smartphone apps are becoming increasingly important to the marketing manager?

Price-comparison searches Location-based promotions Loyalty programs

Placing a branded product in a scene of a video game is an example of which type of sales promotion?

Product placement

Which three of the following are considered forms of sales promotion?

Product placement Loyalty programs Sweepstakes

Advertising, personal selling, and public relations are part of which element in the marketing mix?

Promotion

Which of the following is a particular challenge for the coordination of a consistent promotional effort?

Promotional elements are often the responsibility of different departments.

Publicity is considered to be integral to which part of the promotional mix?

Public relations

Which of the following promotional elements refers to a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers and others about a company and its products, using tools like special events, lobbying, and press conferences?

Public relations

Direct orders

Result from offers than contain all the information to make a decision and complete the transaction.

Lead generation

Results from an offer designed to generate interest in a product and a request for more information.

Traffic generation

Results from an offer designed to motivate people to visit a business

Continuous

Running advertising on a steady schedule throughout the year.

Pulse

Running some advertising at all times, supplemented by higher levels in specified periods.

Which of the following are considered part of the promotional mix?

Sales promotion Direct marketing Advertising

Flighting

Scheduling periods of advertising between periods of no advertising.

When a company learns the launch date for a new product that will be a close substitute for its own, it is most likely to affect which part of the IMC program?

Scheduling the promotion

Which of the following steps in developing an IMC program is likely to be affected by seasonality?

Scheduling the promotion

Which of the following are steps in developing advertising?

Set the advertising budget Identify the target audience

What does personalization mean in the context of integrated marketing?

Setting up a personal page via the firm's website

Customization

Site's ability to tailor itself to different users or to allow users to personalize the site.

Commerce

Site's capabilities to enable commercial transactions

Context

Site's layout and visual design

Which of the following is most responsible for speeding up the convergence of the real and digital worlds?

Social commerce technologies

Which of the following are TRUE for social media in comparison with traditional media?

Social media can be produced more cheaply. Using social media requires fewer skills and less training

Which of these steps in developing advertising is most helpful in selecting media and evaluating a campaign?

Specifying advertising objectives

`________ advertising is popular for car advertising because it can give you a sense of accelerating from a stop or cornering at high speed.

Television

Which of the following should be assessed by a brand manager in the selection of social media networks for marketing purposes?

The characteristics of the visitors to the website The number of daily visitors to the website

Which two of the following are factors that should be considered in the selection of social media content?

The content's intended purpose, like education or entertainment The ability of the content to complement the overall integrated marketing communications effort

Which of the following seems to be a trend in marketing's future use of social media?

The convergence of the real and digital worlds

________ is the result of a proliferation of interlinked social commerce technologies, databases, algorithms, and apps.

The convergence of the real and digital worlds

Connection

The degree that the site is linked to other sites

In the communication process, how does the encoding occur?

The source establishes it.

Which of the following is NOT true of social media?

They are only used by individuals, not business firms.

Which of the following are ways that LinkedIn can be used?

To find jobs, people, and business opportunities recommended by a connection To review and profile a manager offering a job To advertise jobs to targeted people

Introduction

To inform

Pioneering

To inform

Competitive

To persuade

Growth

To persuade

Decline

To phaseout

Reminder

To reinforce

Maturity

To remind

Which of the following are the primary objectives of product advertisements?

To remind To inform To persuade

"Followers" were first introduced on and became an important basis for which social media network?

Twitter

The various forms of online media content that are publicly available and created by end users are collectively known as

UGC.

Which two of the following are sometimes used interchangeably with the term "social media"?

User-generated content Web 2.0

Which of the following companies would be considered a legacy company in marketspace?

Walmart

________ includes functionalities that allow collaboration and information sharing online.

Web 2.0

Which day of the week is the busiest online shopping day?

Wednesday

Which of the following are questions that must be answered for the development of the promotional program?

When should the promotion be run? Who is the target audience?

________ is a video-sharing website owned by Google where users can upload, view, and comment on videos.

YouTube

Which of the following are important social media networks discussed in the text?

YouTube Twitter LinkedIn

objective and task budgeting

`involves allocating funds to promotion whereby the company: (1) determines its promotion objectives; (2) outlines the tasks to accomplish these objectives; and (3) determines the promotion cost of performing these tasks.

Personal selling to provide information and support after the sale and advertising in trade publications are common promotion elements when the purchaser is

a business buyer.

source

a company or person who has info to convey during the communication proccess

product placement

a consumer sales promo tool that uses a brand name product in a movie, tv show, video game, or a commercial for another product

Posttesting often leads to

a decision about changes in advertising.

public relations

a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products or services

field of experience

a mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process

publicity

a nonpersonal, indirectly paid presentation of an organization, product, or service

collaborative filtering

a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases

direct marketing

a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet

gross rating points (grps)

a reference number used by ads that is obtained by multiplying reach (expressed as a % of the total market) by frequency

sales promotion

a short-term inducement of value offered to arouse interest in buying a product or service

Personal selling is

a two-way flow of communication between buyer and selling designed to influence a purchasing decision.

eight second rule

a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds

An example of why the marketspace would be perceived as more valuable than the marketplace by the consumer is that

access is available anywhere and at anytime.

product advertisements

ads that focus on selling a product or service; forms include pioneering (informational), competitive (persuasive), and reminder

institutional advertisements

advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service

limited service agencies

advertising agencies that specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously unpurchased media space, or providing Internet services

One of the biggest differences between advertising and publicity tools is that

advertising typically has a direct cost while publicity does not.

A manufacturer places a full-page, four-color ad in Time magazine about its new product at the cost of nearly $274,000, which is an example of

advertising.

Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor is known as

advertising.

What are the different types of posttests?

aided recall, unaided recall, attitude tests, inquiry tests, and sales test

What are the different types of trade-oriented sales promotions?

allowances and discounts cooperative advertising training of distributor's sales force

The marketspace is

an Internet-enabled digital environment characterized by face-to-screen exchanges.

full service agency

an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production

Which two factors are especially helpful in choosing the right promotional tools from a wide array of possibilities?

an analytical approach experience

choiceboard

an interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options

viral marketing

an internet-enabled promotional strategy that encourages individuals to forward marketer - initiated messages to others via e-mail, social networking websites, and blogs

advertising

any form of nonpersonal communication about an organization, product, service, or an idea by an identified sponsor

advertising

any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor

A(n) _______ is a small, downloadable software programs for a smartphone or tablet (one word).

app

The product/service category that accounts for the highest percentage of online purchases is

apparel and accessories.

evaluation

appraise attributes

Small, downloadable software programs that run on smartphones and tablet devices are known as

apps.

Trade-oriented sales promotions differ from consumer-oriented ones in that trade promotions

are directed at intermediaries in the channel.

For a social media marketing program, marketers create and design online media content that

attracts viewer attention and encourages sharing with his or her social network.

In developing a promotional program, the first step is to identify the target _______, which should align with the target market for the product to the greatest extent possible.

audience

Portfolio tests, jury tests, and theater test are likely to occur

before an advertising campaign has begun.

The advertising message should focus on the key _______ of the product that are important to a prospective buyer in making trial and adoption decisions.

benefits

reminder

brings the company's name to the attention of the target market again

pulse (burst) schedule

burst, flighting and continuous, new product

rebates

cash rebates with proof of purchase

An interactive, Internet-based system that allows individual customers to design their own products and services is called a

choiceboard.

Brand managers assess the focus of a social media website and its visitors primarily to

choose one or more that will generate increased sales and profits.

The promotional mix is a combination of ________ tools.

communication

The process in which a message is conveyed to others in known as

communication.

Web ______ are websites that allow people to congregate online and exchange views on topics of common interest

communities

advocacy

company is taking a stance on an issue

cookies

computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website

in-house agencies

consist of the company's own advertising staff, who may provide full services or a limited range of services

Because several departments might be responsible for various promotional efforts, extra attention should be paid to their

consistency.

cooperative advertising

consists of advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.

spam

consists of communications that take the form of electronic junk mail or unsolicited e-mail.

receivers

consists of consumers who read, hear, or see the message sent by a source during the communication process.

noise

consists of extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.

consumer-oriented sales promo

consists of sales tools used to support a company's advertising and personal selling directed to ultimate consumers. Also called "consumer promos"

message

consists of the info sent by a source to a receiver during the communication process

personal selling

consists of the two-way flow of communication between a buyer and a seller, often a F-to-F encounter, designed to influence a person's or group's decision

Sales promotions can either be trade-oriented or ________-oriented. (one word)

consumer

One of the primary purposes of a ______ is identifying the communication and delivery channels engaged by cross-channel consumers.

consumer journey map

Which of these tools is most helpful for successful multichannel marketing?

consumer journey maps

theater tests

consumers view new shows or movies (may include recording devices during viewing)

The text, pictures, sound, and videos that a firm website contains exemplifies one of the seven best practices enabling high customer experience. It is called the:

content

Providing ________ to consumers in the converging real and digital worlds is very successful when they perceive that they have control.

convenience

Shoppers that use their smartphones while waiting in a South Korean subway to select and purchase groceries realize which important benefit?

convenience

Computer files that are downloaded by marketers onto consumers' computers and phones to monitor their behavior are called

cookies.

An advantage of ________ is that the discount they provide encourages trial.

coupons

________ can be found in the Valpak mailer and also at www.valpak.com; they provide discounts to consumers to encourage trial.

coupons

What are the different types of consumer-oriented promotions?

coupons deals premiums contests sweepstakes samples loyalty programs point-of-purchase displays rebates product placement

Sales promotions that offer a discounted price to the consumer to encourage trial are called

coupons.

A customer who sees a pair of boots online but then decides to buy the same pair at Macy's after trying them on would be best classified as a(n)

cross-channel shopper.

Maria researches online before she goes to buy her electronics at the local big-box retailer. Maria is a

cross-channel shopper.

In creating an online ___________, companies attempt to manage all of the interactions with the customer, from initial view of the home page through purchase.

customer experience

Companies use specific online design elements to maximize the utility delivered to consumers, thus managing their

customer experience.

A ______ refers to a sales promotion that is a short-term price reduction which can take several forms, including "featured price" or "buy one get one free."

deal

Short-term price reductions that can be used to retaliate against a competitor's actions like introducing a new product are called

deals.

A choiceboard allows customers to

design their own products from an online menu.

Desirable outcomes of _______ marketing include direct orders, leads, and traffic

direct

Like personal selling, ________ often consists of interactive communication with a customizable message.

direct marketing

The hierarchy of ______ in promotion is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action.

effects

bots

electronic shopping agents or robots that comb websites to compare prices and product or service features

In the communication process, __________ refers to the transformation of the sender's ideas into a set of symbols.

encoding

contests

encourages consumers to apply skills or creating thinking to win a prize. has to have a winner

Pretesting of promotions allows for changes to be made to improve their effectiveness, and posttesting

evaluates the impact and contribution of each toward achieving objectives.

A -______ service advertising agency provides a complete range of services, including research, media selection, copy and artwork development, and campaign coordination.

full

Personalization allows customers to

generate the desired information on a seller's website to meet individual needs.

purchase frequency

how frequently product is purchased

buyer turnover

how often new buyers enter the market

Which of the following are steps in the planning and execution of an ad campaign?

identify target audience set advertising objectives

Price-comparison searches and location-based promotions are

important smartphone apps for mobile marketing.

response

in the feedback loop, is the impact the message had on the receiver's knowledge, attitudes, or behaviors during the communication process

feedback

in the feedback loop, is the sender's interpretation of the response, which indicates whether a message was decoded and understood as intended during the communication process

Advertising functions performed by the company's own staff are said to be

in-house.

When Facebook allows you to upload a picture of yourself and to show your preferences to your friends, Facebook is leveraging the _____ capability of the Internet

individuality

Interactivity and ________ are two important capabilities of the Internet in the ______ relationship.

individuality; buyer-seller

Successful promotion designs are often the result of

insight regarding consumer's interest and purchasing behavior.

The objective of _________ advertisements is to build goodwill or an image for an organization rather than promote a specific good or service.

instituional

The type of advertisement that is used to build goodwill or an image for an organization rather than to promote a specific product is called

institutional.

_____ marketing is characterized by choiceboards and personalization that transform information supplied by customers into customized responses to their individual needs.

interactive

The activity that involves two-way buyer-seller electronic communication in a computer-mediated environment is called

interactive marketing.

The capability that allows firms to listen to their customers, answer their requests, and build relationships is called

interactivity.

flighting (intermittent) schedule

intermittent, reflect seasonal brand

percentage of sales budgeting

involves allocating funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.

competitive parity budgeting

involves allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share. Also called matching competitors or share of market.

all-you-can-afford budgeting

involves allocating funds to promotion only after all other budget items are removed

push strategy

involves directing the promo mix to channel members to gain their cooperation in ordering and stocking the product

pull strategy

involves directing the promotional mix at the ultimate consumers to encourage them to ask the retailer for the product

subscription commerce

involves the payment of a fee to have products and services delivered in a recurring schedule

A vending machine may use a combination of facial recognition and ________ to offer you a quantity discount for purchasing two of your favorite candy bars.

knowledge of your "likes" of Facebook

interest

learn about the product

interactivity

listen and respond to customers

Consumers have come to expect ________ online, which has led to the practice of showrooming in retail stores.

lower prices

In contrast with the traditional marketplace is the ________, which utilizes an Internet-enabled digital environment to provide the forum for marketing exchanges.

marketspace

To the extent that time and money permit, the target audience for the promotion program should

match the target market for the firm's product.

Newspapers, radio, and TV are examples of advertising

media

The means by which the message is communicated to the target audience are known as the advertising

media.

Specifying a clear objective for an advertising campaign help in selecting ________ and ________ the campaign.

media; evaluating

publicity tools

methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and PSA's.

Loyalty programs and location-based promotions are often implemented through apps as part of a(n) __________ marketing strategy.

mobile

The push strategy and the pull strategy assist the manufacturer in

moving a product through the channel of distribution.

channel control

moving product through distribution channel

Facebook, Twitter, and LinkedIn are known as social

networks.

Web 2.0 is referred to as such because

new functionalities exist to make possible a high degree of user interactivity.

Competing messages, lack of clarity in a message, or even printing mistakes can create problems preventing effective communication, so they are called ____________.

noise

coupons

offer discounted price

As a sales promotion, a premium is

offering some type of merchandise for free or at significant savings.

Cost:

often lower pricing online

cross-channel consumer

one who shops online but buys offline, or shops offline but buys online

__________ consumers are the subsegment of all Internet users who employ this technology to research products and services and make purchases. (one word)

online

Shopping & Buying - online vs stores:

online: Monday - Friday 80% of sales; busiest day is wednesday stores: 35% of sales on weekend; busiest day is saturday 60% use laptops and desktops 6% use tablets 29% use multiple devices

Page views and share of voice are social media performance measures linked to

outputs or revenues.

For credibility in media, traditional media relies on "experts" while for social media it begins with

participating in a conversation with a quality message.

Using ________ with business buyers is appropriate because they often have specialized needs or technical questions, and may need support after the purchase.

personal selling

If you have a personalized yahoo! or Google page that loads in your browser as you log in, these firms likely built a strategy around _______ in order to know you better as a consumer.

personalization

Product ________ involves the use of a brand-name product as a prop or accessory in, for example, a scene in a movie or television show.

placement

What are the three types of pretests?

portfolio test, jury test, and theater test

Following the execution of an advertising program, the marketer then must assess it. This is typically accomplished with

posttesting

A self-liquidating ________ is one in which the extra merchandise is offered at a savings over retail price but at a level that covers the cost of the item.

premium

Developing, executing, and assessing the promotional program helps an organization by

prescribing a strategic approach that improves promotional decisions.

The ideal execution of a promotion program involves ________ each design to allow for changes and modifications, and then ________ to evaluate the impact of each promotion and its contribution toward the objectives.

pretesting; posttesting

Facial recognition is one aspect of the convergence of real and digital worlds that may increase concerns about

privacy

competitive institutional

product class (advertising for industry, not a specific brand)

The main purpose of the LinkedIn site is

professional networking and job searching.

infomercials

program-length (30-minute) ads that take an educational approach to communication with potential customers

Advertising and personal selling are part of the ________ mix.

promotional

The product life cycle relates each associated stage with a promotional objective and a ________ activity.

promotional

Advertising, personal selling, public relations, sales promotion, and direct marketing are the five elements of the

promotional mix.

Directed at the ultimate consumers, consumer-oriented sales (one word) consists of sales __________ tools used to support a company's advertising and personal selling.

promotions

trial

purchase and use

awareness

recognize/remember the brand

Attempts to influence feelings, opinions, or beliefs held by customers and others about a company and its products are called public ________.

relations

adoption

repeated purchase

Free samples and point-of-purchase displays are known as consumer-oriented ___________ promotions.

sales

_______ promotion refers to a short-term inducement of valued offered to arouse interest in buying a good or service.

sales

trade-oriented sales promotions

sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. also called "trade promos"

An advertising ______ may follow one of three basic approaches: continuous, flighting, and pulse

schedule

An advertising may follow one of three basic approaches: continuous, flighting, and pulse.

schedule

An analytical approach and experience are particularly important when ________ because a large number of possible combinations can achieve the same objective.

selecting the right promotional tools

Percentage of sales and competitive parity are two methods of

setting a promotional budget.

Convenience, cost, and choice are among the reasons that consumers

shop and buy online.

showrooming

shops in stores but buys online

webrooming

shops online but buys in stores

Sales promotion is a(n) ________ inducement of value offered to arouse interest in buying a product or service.

short-term

deals

short-term price reductions increase trials react to competition

jury tests

show copy to panel of consumers to rate

When Snapchat featured a link to an augmented reality image of Michael Jordan in his latest model of sneakers that viewers could walk around to see from different angles prior to purchasing, it was an example of

social commerce technology.

When a consumer makes an online purchase directly through social media without using a company's website, it is considered

social commerce.

"Web 2.0" and "Web 3.0" are terms that are sometimes used interchangeably with

social media.

permission marketing

solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer - opt in - opt out

Electronic junk mail or unsolicited e-mails is also called

spam

Two-thirds of all e-mail messages in the world are unsolicited, making them ________ .

spam

forgetting rate

speed that buyers forget the brand

continuous (steady) schedule

steady, seasons not important

When using social media, participants typically

submit comments, photos, and videos.

In order for an advertising program to succeed, the advertiser must accurately and effectively identify its audience

target

media selection

target audience, product, messages, cost

posttests

tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose

pretests

tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement

Although it is very expensive to advertise during ________, the large audience and engaged viewers often make it effective.

the Super Bowl

frequency

the average number of times a person in the target audience is exposed to a message or ad

In the navigation of a website, the eight-second rule refers to

the belief that customers will abandon their efforts if downloads exceed this time.

mobile marketing

the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device

The section of social media content should be based in part on

the characteristics of the target market segments you desire to reach.

promotional mix

the combination of one or more communication tools to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product

integrated marketing communications (IMC)

the concept of designing marketing communications programs that coordinate all the promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to provide a consistent message across all audiences

personalization

the consumer-initiated practice of generating content on a marketer's website that is custom tailored to an individual's specific needs and preferences

cost per thousand (CPM)

the cost of reaching 1,000 individuals or households with the ad's message in a given medium

Customerization

the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer

channel of communication

the means ( a salesperson, ad media, or public relations tools ) of conveying a message to a receiver during the communication process

reach

the number of different people or households exposed to an advertisement

traffic generation

the outcome of a direct marketing offer designed to motivate people to visit a business

rating

the percentage of households in a market that are tuned to a particular TV show or radio station

Dynamic pricing is

the practice of changing price in real time based on supply and demand.

dynamic pricing

the practice of changing prices for products and services in real time response to supply and demand conditions

communication

the process of conveying a message to others that requires 6 elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding

decoding

the process of having the receiver take a set of symbols, the message,m and transform them back to an idea during the communication process

encoding

the process of having the sender transform an idea into a set of symbols during the combination process

The two promotional strategies used by a manufacturer to assist in moving a product through the channel of distribution are known as

the push strategy and the pull strategy.

lead generation

the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information

direct orders

the result of direct marketing offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction

hierarchy of effects

the sequence of stages a prospective buyer goes through: awareness, interest, evaluation, trial, and adoption

online consumers

the subsegment of all internet users who employ this technology to research products and services and make purchases

customer experience

the total interactions a customer has with a company's website

social commerce

the use of social networks for browsing and buying

Social commerce is

the use of social networks for browsing and buying products.

Pretests for advertising can take several forms, including portfolio tests, jury tests, and

theater tests.

Dynamic pricing is most often used for

time-sensitive items.

portfolio test

to copy test alternatives

introduction stage

to inform; publicity in magazines, advertising, salesforce calling on intermediaries, sales promotion in form of free samples

growth stage

to persuade; personal selling to intermediaries, advertising to differentiate a product from competing brands

decline stage

to phase out; little money spent on promotion

maturity stage

to remind; reminder advertising, sales promotion in form of discounts, coupons, and events, limited personal selling, and direct mail reminders

individuality

treat customers as individuals

The purpose of a social media marketing program is to

turn viewers into "evangelists" that will communicate with their online friends about the joys of using a brand.

interactive marketing

two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller

______ -generated content describes the various forms of online media content that are publicly available and created by those that use them, including all the ways people can use social media.

user

behavioral targeting

uses information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising

Showrooming is the practice of a consumer

visiting a retail store to inspect merchandise but then purchasing online.

When Coca-Cola creates a website within its website called MyCoke.com where consumers can create a profile, and exchange thoughts, ideas, and more among themselves, it has developed what is called a __________.

web community

The eight-second rules refers to a time restriction for

website downloads.

web communities

websites that allow people to congregate online and exchange views on topics of common interest

Online shopping differs from retail shopping because a larger percentage of it happens during the

week.

pioneering institutional

what a company is, what a company can do

Trade-oriented sales promotions are directed at

your wholesalers, retailers, or distributors.


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