A) advertising
B) personal selling
C) sales promotion
D) publicity
E) direct marketing
G) D) and E)
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A) asks the ad agency for an estimate.
B) asks the media to propose a program.
C) determines the promotion cost of performing these tasks.
D) determines what spending level top management will allow for the proposed program.
E) surveys customers to determine what spending levels they think are appropriate.
G) A) and E)
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A) it can receive immediate feedback
B) it can provide the target audience with complex information
C) it can prepare messages quickly
D) it is an efficient means for reaching large numbers of people
E) it is often the most credible source in the consumer's mind
G) A) and B)
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A) advertising
B) public relations
C) sales promotion
D) personal selling
E) publicity
G) A) and D)
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A) the three underlying appeals used that make promotions effective: (1) sex appeal; (2) humor appeal;and (3) fear appeal.
B) the combination of both paid and non-paid marketing tools used to promote product interest.
C) the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1) awareness; (2) interest; (3) evaluation; (4) trial;and (5) adoption.
D) the composition of the objectives of the promotion: (1) to inform; (2) to persuade; (3) to remind;and (4) to phase out.
E) the combination of one or more communication tools used 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.
G) C) and E)
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A) feedback loop
B) consequence
C) source reaction
D) primary significance
E) concept effect
G) B) and C)
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Large portions of the U.S.population use...View Answer
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A) direct orders
B) lead generation
C) traffic generation
D) indirect orders
E) prospecting
G) A) and E)
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A) in an attempt to be creative,the encoder creates a message with too much noise
B) there is no interest on the part of the receiver because the product itself is inadequate
C) the communications channel is not properly developed
D) the message is considered too ordinary because there is too broad a field of experience
E) the receiver may not properly transform the set of symbols into the correct abstract idea
G) A) and B)
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A) lesson
B) message
C) meme
D) source
E) feedback
G) C) and D)
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Promotional strategies can assist in mov...View Answer
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A) respond
B) discuss
C) decode
D) encode
E) feedback
G) B) and E)
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A) sales personnel
B) ultimate consumers
C) intermediaries
D) repeat buyers
E) nonprospects
G) A) and C)
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The promotional mix is the combination o...View Answer
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A) direct order fulfillment
B) to make a public service announcement
C) indirect order generation
D) lead generation
E) digital communication
G) B) and E)
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A) the creation of unique products based upon the needs and wants of individual consumers.
B) the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C) personal selling between a seller and a prospective buyer that can include face-to-face,telephone,and interactive electronic communication.
D) the creation of different promotional campaigns based on gender,age,or ethnicity.
E) the use of different images (such the covers of Sports Illustrated) to reach different product groupings.
G) A) and D)
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A) percentage of sales
B) competitive parity
C) all-you-can-afford
D) objective and task
E) linear forecast
G) B) and E)
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A) a properly encoded message may be sent through the wrong channel and never make it to the receiver
B) in an attempt to be creative,the encoder creates a message with too much noise
C) the communications channel is not properly funded
D) the message is considered too ordinary because there is too broad a field of experience
E) there is no interest on the part of the receiver because the product itself is inadequate
G) A) and B)
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A) any unsolicited response from consumers or potential consumers regarding a company's message.
B) any communication with consumers who are not in the target audience.
C) extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
D) the use of colors,words,sounds,or images that make an otherwise simple message more complex.
E) a unique set of terms,expressions,or jargon that carries a specific meaning within a specific field (i.e.the medical profession,legal profession,etc. ) .
G) A) and B)
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A) the selection of either paid or non-paid forms of information dissemination.
B) a similar understanding and knowledge that a sender and receiver apply to a message.
C) an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
D) a social network-based forum that allows customers to communicate their likes,dislikes,suggestions,and concerns to an organization 24 hours a day,365 days a year.
E) the means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver during the communication process.
G) B) and E)
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