Marketing chapter 16
Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through a mass medium. Kyle is using the ___ form of promotion.
advertising
Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
communication channels.
Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process.
creating awareness
Primary demand is defined as
demand for a product category.
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications.
Kinesic communication is an element in which type of promotional method?
personal selling
Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is
personal selling.
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
promotion
Advertising, personal selling, sales promotion, and public relations are called
promotion mix ingredients.
Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as
public realtions.
The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of
publicity
When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a ____ policy.
pull
Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be placing on coupons in the second quarter.
sales promotion
An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is
sales promotion.
When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing
sales promotion.
As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A handshake, which is best described as a form of _____ communication, concludes the session.
tactile
In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.
feedback
The receiver's response to a message is ____ for the source.
feedback
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 ____ demand.
selective
In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication
source
