Marketing Ch 15
B
Evaluates public attitudes, identifies areas within the organization that public may be interested in, and executes a program to earn public understanding is also known as A. Communication B. Public Relations C. Sales Promotion D. Advertising
B
Lower prices, higher quality, and excellent service are all examples of: a. advertising b. competitive advantage c. public relations d. promotional strategy
B
The AIDA Concept does NOT include which of the following? a. Desire b. Development c. Attention d. Action e. Interest
Mass communication
The communication of a concept or message to large audiences
Noise
anything that interferes with, distorts or slows down the transmission of info
Connecting
form relationships with customers and potential customers through technologies
Advertising
impersonal, one way mass communication about a product or orgs that is paid for by a marketer
decoding
interpretation of the language and symbols sent by the source through a channel
Persuading promo
is designated to stimulate a purchase or an action
Sales promo
marketing activities, other than personal selling, advertising, and PR, that stimulate consumer buying and dealer effectiveness
Promo mix
the combination of promo tools, including ads, public relations, personal selling, sales promo, and social media. Used to reach the target market and fulfill the orgs overall goal
Encoding
the conversion of a sender's ideas and thoughts into a message. Usually in the form of words or signs
Public Relation
the marketing function that evaluates public attitudes, identifies areas within the org. the public may be interested in, and executes a program of action to earn public understanding and acceptance
Sender
the originator of the message in the communication process
Receiver
the person who decodes a message
Communication
the process by which we exchange or share meaning through a common set of symbols
Feedback
the receiver's response to a message
Reminding promo
used to keep the product and brand name in the public's mind
D
15. Name the two categories communication can be divided into. a. Managerial and marketing communication b. Interpersonal and limited communication c. Mass and extensive communication d. Interpersonal and mass communication
B
16. What are the four basic tasks of promotion? a. Informing, reminding, bribing, connecting b. Informing, reminding, connecting, persuading c. Informing, targeting, persuading, leading d. Reminding, informing, accepting, constructing
D
17. A marketer communicates with buyers and tries to influence them through: a. Strategy b. Competition c. Communication d. Promotion
A
19. The combination of advertising, public relations, and promotion that a company uses to reach consumers is known as is: a. promotional mix b. communication strategy c. sales promotion d. retail mix
A
20. A car salesperson speaking directly with a potential buyer is an example of: a. Interpersonal communication b. Mass communication c. Social networking d. Sales promotion
B
6. Which is not a factor in the promotional mix? A) advertising B) pricing C) public relations D) sales promotion E) social media
A
7. What evaluates public attitudes, identifies areas within the organization that public may be interested in, and executes a program to earn public understanding. A) Public Relations B) Advertising C) Sales Promotion D) Personal Selling E) AIDA
B
8. Public information about a company, product, service, or issue appearing in the mass media as a news item is a. Communication b. Publicity c. Sales promotion d. Pull strategy
C
9. What is impersonal, one-way mass communication about a product or organization that is paid for by a marketer a. Public relations b. Promotional mix c. Advertising d. Feedback
C
For a routine buying decision, the most effective promotional tools are: a. Advertising and public relations b. Personal selling and print advertising c. Advertising and sales promotion d. Personal selling and public relations
D
What is Traditional selling? A) Creating long-term relationships with the customer B) Selling to consumers of the X generation or older C) Using new advertising media to sell to the customer D) Attempting to persuade the buyer into a specific point of view E) Selling items that are used in traditions of several cultures
D
Which is a disadvantage of advertising a. reaches large numbers of people b. low cost per contact c. can be micro-targeted d. total cost is high
A
Which is not a basic task of promotion? a. innovating b. reminding c. persuading d. connecting
E
Which of the following are goals and task of Informative Promotion? A. Increase awareness B. Explain how product works C. Suggest new uses D. Build Company image E. All of the above
D
Which of the following is NOT a goal/task of informative promotion? a. increase awareness b. explain how product works c. suggest new uses d. encourage brand switching e. suggest new uses
B
Which of the following is NOT a traditional advertising media? A) Television B) E-mail C) Magazines D) Pay-per-click advertising E) Billboards
E
Which of these is part of the four basic tasks of promotion? a. inform b. remind c. persuade d. connect e. all of the above
Earned media
a category of promo tactic based on a public relations or publicity model that gets customers talking about products or services
Paid media
a category of promo tactic based on the traditional advertising model, whereby a brand pays for media space
Pull strategy
a marketing strategy that stimulates consumer demand to obtain product distribution
Push strategy
a marketing strategy that uses aggressive personal selling and trade ads to convince a wholesaler or a retailer to carry and sell particular merchandise
Channel
a medium of communication, such as voice, radio, or newspaper for transmitting a message
AIDA concept
a model that outlines the process for achieving promo goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action
Owned media
a new category of promo tactic based on brands becoming publishers of their own content in order to maximize the brands value to customers
Personal selling
a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other
Interpersonal communication
direct, face to face communication between two or more people
Integrated marketing communications (IMC)
the careful coordination of all promo messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer
Publicity
public info about a company, product, service, or issue appearing in the mass media as a news team
Informative promo
seeks to convert an existing need into a want or to stimulate interest in a new product
