test 6 16-18_Marketing

communication

A sharing of meaning defines

promotion mix ingredients.

Advertising, personal selling, sales promotion, and public relations are called

receiver; decodes.

Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.

reminder

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

headline

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

basic issue or selling point that an advertiser wishes to include in an advertising campaign.

An advertising platform is the

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 is the role of

noise

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

information about customers.

Effective management of integrated marketing communications is based upon

competition matching.

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

press conference.

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a

personal selling

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is

prospecting.

Sayyid's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is

particular brand.

Selective demand is demand for a

point of puchase displays

Signs, counter pieces, racks, and self-service cartons are all forms of

advertising objective.

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

closing

The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.

integrated marketing communications.

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

salespeople.

The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

evaluating the effectiveness of advertising.

The last stage in the development of any advertising campaign is

reach

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of​

news release

The public relations department at Lowe's Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a

pulsing, continuous, and flighting.

The three general types of media schedules are

Product, Place, Promotion, Price

What are the four elements (sometimes called the 4 Ps) of marketing?

Competitive

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.

storyboard.

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a

meanings that the target market will understand.

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

Word of mouth communication

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

Frequent user incentives

Which of the following is most likely to stimulate customer loyalty?

Publicity

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

public relations

____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Cause-related marketing

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

approach

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called