question

promotion

answer

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response

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promotional strategy

answer

a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media

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competitive advantage

answer

one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors

question

communication

answer

the process by which we exchange or share meaning through a common set of symbols

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interpersonal communication

answer

direct, face-to-face communication between two or more people

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mass communication

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the communication of a concept or message to large audiences

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sender

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the originator of the message in the communication process

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encoding

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the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs

question

channel

answer

a medium of communication—such as a voice, radio, or newspaper—for transmitting a message

question

noise

answer

anything that interferes with, distorts, or slows down the transmission of information

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receiver

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the person who decodes a message

question

decoding

answer

interpretation of the language and symbols sent by the source through a channel

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feedback

answer

the receiver's response to a message

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promotional mix

answer

the combination of promotional tools—including advertising, public relations, personal selling, sales promotion, and social media—used to reach the target market and fulfill the organization's overall goals

question

advertising

answer

impersonal, one-way mass communication about a product or organization that is paid for by a marketer

question

public relations

answer

the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance. Public relations helps an organization communicate with its customers, suppliers, stockholders, government officials, employees, and the community in which it operates.

question

publicity

answer

public information about a company, product, service, or issue appearing in the mass media as a news item

question

sales promotion

answer

marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness

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personal selling

answer

a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other

question

paid media

answer

a category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space

question

earned media

answer

a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services

question

owned media

answer

a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands' value to customers

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AIDA concept

answer

a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message: Attention, Interest, Desire, and Action

question

integrated marketing communications (IMC)

answer

the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer

question

push strategy

answer

a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

question

pull strategy

answer

a marketing strategy that stimulates consumer demand to obtain product distribution

question

Which of the following is a reason for the increasing usage of social media by marketers for their marketing campaign?

answer

Social media facilitates consumer empowerment. (Social media, when used by marketers, facilitate consumer empowerment among people online.)

question

Ivan is a car salesperson. He tries to persuade his customers to buy a particular car by explaining its features and comparing it with others available in the market. In this case, Ivan uses ____ to increase his sales.

answer

personal selling

question

Which of the following is true of the promotional mix for a product in its maturity stage?

answer

Reminder and persuasive advertising are emphasized as competition is fierce.

question

According to the AIDA concept, an advertiser must first:

answer

gain the attention of the target market.

question

Which of the following is the main function of a marketer's promotional strategy?

answer

To convince target customers that the goods and services offered provide a competitive advantage over the competition

question

Which of the following scenarios illustrates a marketer acting as a receiver?

answer

A salesperson listens attentively as Jen explains what she is looking for in a pair of headphones.

question

Marketers as receiver

answer

they attune themselves to the target market in order to develop the appropriate messages and spot new communication opportunities

question

Grippo Potato Chips introduces a new pickle flavored chip. For the next several weeks, all of Grippo's ads are designed to tell consumers about this new flavor.

answer

In this case, the goal of Grippo's ads is to inform the target audience.

question

Informative promotion

answer

seeks to convert an existing need into a want or to stimulate interest in a new product.

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Informative promotion

answer

explains a good's or service's purpose and benefits. typically used to increase demand for a general product category or to introduce a new good or service.

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Persuasive promotion

answer

designed to stimulate a purchase or an action. essential during the growth stage of the product life cycle, when competition becomes fierce.

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Reminder promotion

answer

used to keep the product and brand name in the public's mind. generally used during the maturity stage of the product life cycle.

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Connection promotion

answer

designed to form relationships with customers and potential customers using social media.

question

Which of the following is a characteristic of advertising?

answer

Fast speed in reaching a large audience

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Which of the following is a reason for the growth in the popularity of the integrated marketing communications (IMC) concept?

answer

Marketers have slashed their advertisement spending in favor of promotional techniques that generate immediate sales responses. (and those that are more easily measured, such as direct marketing.)

question

Freshmart, a grocery store, has a flat 70 percent discount on all its products every Sunday.

answer

The promotional strategy used here is a push strategy. (When using a push strategy, manufacturers may use aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell their merchandise. )

question

Which of the following is true of social media?

answer

Social media is concentrated between earned and owned media, with some paid media depending on the strategy.

question

Vovie, an apparel brand, uses social media to promote and sell products to its consumers. Rather than focusing on promoting its products to wholesalers or retailers, Vovie focuses its attention on its end consumers. The marketing team at Vovie believes that using social media and other digital campaigns will increase product demand without interrupting consumers' media experience. Which of the following promotional strategies is used by Vovie?

answer

Pull (A pull strategy stimulates consumer demand to obtain product distribution.)

question

Which of the following is a reason for the increasing usage of social media by marketers for their marketing campaign?

answer

Social media facilitates consumer empowerment. (Social media, when used by marketers, facilitate consumer empowerment among people online)

question

Which of the following is true of personal selling?

answer

It includes both a buyer and a seller who have specific objectives and wish to accomplish them.

question

The elements of the promotional mix:

answer

advertising, public relations, personal selling, sales promotion, and social media.

question

Which of the following is true of promotional strategies?

answer

Promotional strategies have changed a great deal over the years (as many target customer segments have become harder and harder to reach.)

question

A company's Web site and its official presence on Facebook, Twitter, and other platforms are examples of owned media.

answer

Owned media include a company's Web sites as well as its official presence on Facebook, Twitter, YouTube channels, blogs, and other platforms.

question

Based on target market characteristics, personal selling is

answer

required even when buyers are well informed and geographically dispersed

question

Which of the following is true of the promotional mix?

answer

It is designed to meet the needs of the target market and fulfill an organization's goals.

question

Which of the following illustrates an effective use of social media by a company to increase its sales?

answer

Nizara Corp., a gaming company, has launched its demo game exclusively on Facebook.

question

Simon wants to buy a laptop for his daughter. He wants to buy a laptop that can also be used to play high-end games. Which of the following elements in the promotional mix is the most effective in helping Simon make an informed decision?

answer

Sales promotion

question

Which of the following is true of the promotional mix for a product in its decline stage?

answer

Sales promotion efforts may be maintained at the retail level. (All promotion, especially advertising, is reduced as the product enters the decline stage. Nevertheless, personal selling and sales promotion efforts may be maintained, particularly at the retail level. )

question

In a ____ strategy, manufacturers may use aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell their merchandise.

answer

push (Manufacturers may use aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell their merchandise. This approach is known as a push strategy. The wholesaler, in turn, must often push the merchandise forward by persuading the retailer to handle the goods.)

question

Which of the following is a difference between personal selling and the other elements of the promotional mix?

answer

Personal selling receives immediate feedback, while the other elements of the promotional mix are slower at receiving feedbacks.

question

Relationship selling differs from the traditional method of personal selling in that relationship selling:

answer

emphasizes the accomplishment of mutual objectives.

question

The set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition is known as

answer

a competitive advantage

question

A purchase involving a personal, paid-for communication between two people in an attempt to influence each other is known as

answer

personal selling

question

Which of the following is true of a sales promotion?

answer

It is often used to improve the effectiveness of other ingredients in the promotional mix.

Chapter 16: Marketing Communications – Flashcards

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