MKTG Chapter16

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What are teh benefits of advertising

1. It is extremely cost-efficient when it reaches a vast number of people at a low cost per person. 2.lets the source repeat the message several times. 3. can add to the product's value, and the visibility an organization gains from advertising can enhance its image

What are the disadvantages of advertising

1. the absolute dollar outlay can be extremely high, especially for commercials during popular television shows and those associated with popular websites 2. rarely provides rapid feedback 3. using spokespeople such as celebrities can be challenging

__________________ is a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media, including television, radio, the Internet, newspapers, magazines, video games, direct mail, outdoor displays, and signs on mass transit vehicles.

Advertising

What are the 8 objectives of promotion?

Awareness, Demand, Trial, Prospects, Loyal Customers, Reseller Support, Combat competitors, reduce sale fluctuations

________________________ is an attempt to incite publicity and public excitement surrounding a product through a creative event.

Buzz marketing

What is the coding process

Converting meaning into a series of signs or symbols

________________________ are also allowing marketers to target individual customers more precisely

Database marketing and marketing analytics

___________________________ refer to the coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers

Integrated marketing communications

_____________ is anything that reduces the clarity and accuracy of the communication; it has many sources and may affect any or all parts of the communication process

Noise

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

Personal selling

_________________ is communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and accept its prod-ucts.

Promotion

_______________ is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders

Public relations

________________ uses a variety of tools, including annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs aimed at protecting the environment or helping disadvantaged individuals.

Public relations

_______________ is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.

Sales promotion

_______________ is a strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly

Viral marketing

_____________________ is personal, informal exchanges of communication that customers share with one another about products, brands, and companies

Word-of-mouth communication

pull policy uses ______________

advertising adn sales promotion

When products are marketed through intensive distribution, firms depend strongly on ____________

advertising and sales promotion

When a product's market consists of millions of customers, organizations rely on ________________, because these methods ______________

advertising and sales promotion reach masses of people at a low cost per person.

The four possible elements of a promotion mix are __________________

advertising, personal selling, public relations, and sales promotion

In the decline stage, marketers usually decrease _______________

all promotional activities, especially advertising

Personal selling is most extensively used in the _____________________

business-to-business market and also in the business-to-consumer market for high-end products

______________ is the limit on the volume of information a communication channel can handle effectively

channel capacity

A ___________________________ is used most often by firms in extremely competitive consumer markets, such as the fast-food, convenience store, and cable/Internet/phone markets.

combative promotional objective

The ___________ is the medium of transmission that carries the coded message from the source to the receiver

communications channel

The goal of public relations is to ____________

create and enhance a positive image of the organization.

In the _________________, signs or symbols are converted into concepts and ideas.

decoding process

integrated marketing communications fosters not only long-term customer relationships but also the ______________

efficient use of promotional resources.

The receiver's response to a decoded message is ______________ to the source.

feedback

Mass media advertising, a very popular promotional method in the past, is used less frequently today because of its __________________

high cost and lower effectiveness in reaching some target markets.

personal selling provides _________

immediate feedback

a marketer's use of sales promotion tends to be _______________

irregular.

What ar teh three types of personal selling nonverbal communication

kinesic, proxemic, tactile

Channel capacity is determined by the ________________ component of the communication process

least efficient

A push policy normally stresses ________________

personal selling

If the size is limited, the promotion mix will probably emphasize ______________, which can be very effective for reaching small numbers of people

personal selling

Organizations selling to industrial markets and firms marketing products through only a few wholesalers frequently make ________________ the major component of their promotion mixes.

personal selling

Generally, promotion mixes for business products concentrate on _________________, whereas _____________ plays a major role in promoting consumer goods

personal selling advertising

If a company's promotional bud-get is extremely limited, the firm is likely to rely on _________________ because ____________________

personal selling it is easier to measure a salesperson's contribution to sales than to measure the sales effectiveness of advertising

________________ is the promotion that informs consumers about a new product

pioneer promotion

____________ is the demand for a product category rather than for a specific brand

primary demand

For maximum benefit from promotional efforts, marketers strive for __________________

proper planning, implementation, coordination, and control of communications.

a firm that uses a _____________promotes directly to consumers to develop strong consumer demand for its products

pull policy

With a _____________, the producer promotes the product only to the next institution down the marketing channel.

push policy

A ________________ is the individual, group, or organization that decodes a coded message

receiver

Marketers spend more on _______________ than on advertising and is also faster growing

sales promotion

To build _________________, demand for a specific brand, a marketer employs promotional efforts that point out the strengths and benefits of a specific brand

selective demand

A major goal of integrated marketing communications is to _______________

send a consistent message to customers

we define communication as a ______________

sharing of meaning.

When mass communication like advertising is used, feedback is often ________________

slow and difficult to recognize

A _______________ is a person, group, or organization with a meaning it attempts to share with an audience.

source

communication begins with a ______________

source

personal selling involves more ____________

specific communication directed at one or several individuals

Whether a marketer's product is the first in a new product category, a new brand in an exist-ing category, or simply an existing brand seeking customers, _____________________ aim to make product trial convenient and low risk for potential customers.

trial-inducing promotional efforts

An audience is __________

two or more receivers


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