Essentials of Marketing Chapter 13 – Promotion – Introduction to Integrated Marketing Communications

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Promotion
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communicating information between the seller and the potential buyer or others in the channel to influence attitudes and behavior
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Personal selling
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involves direct spoken communication between sellers and potential customers
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Mass selling
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communicating with large numbers of potential customers at the same time
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Advertising
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any paid form of non-personal presentation of ideas goods or services by an identified sponsor
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Publicity
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any unpaid form of non-personal presentation of ideas goods or services
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Sales promotion
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refers to promotion activities other than advertising publicity and personal selling that stimulate interest trial or purchase
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Sales managers
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concerned with managing personal selling
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Advertising managers
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manage their company’s mass selling effort in television newspapers magazines and other media
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Public relations
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communication with non-customers including labor public interest groups stockholders and the government
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Sales promotion managers
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manage their company’s sales promotion effort
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Integrated marketing communications
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the intentional coordination of every communication from a firm to convey a consistent and complete message to target customers
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3 basic promotion objectives
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informing, persuading, and reminding
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AIDA Model
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Consists of four promotion jobs 1) to get attention 2) to hold interest 3) to arouse desire 4) to obtain action
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Communication process
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A source trying to reach a receiver with a message
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Trustworthiness and credibility
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Customers evaluate both the message and the source in terms of ___ and ___.
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Immediate feedback
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A major advantage of personal selling is ____.
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Mass sellers
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Must usually depend on marketing research or total sales figures for feedback
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Noise
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Any distraction that reduces the effectiveness of the communication process
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Common frame of reference
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People need a ____ to communicate effectively.
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Message channel
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A particular ____ may enhance or detract from a message.
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Specific and believable
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Most marketing managers work to make promotion claims ____ and ____.
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Direct-response promotions
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Direct marketing communications that are designed to prompt immediate feedback
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Pushing
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Using normal promotion effort – personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members
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Pulling
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Getting customers to ask the intermediaries for the product
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Adoption curve
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Shows when different groups accept ideas and emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea
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Innovators
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The first to adopt a new idea and eager to try a new idea and willing to take risks
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Early adopters
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Well respected by their peers and often are opinion leaders; they tend to be younger, more mobile, and more creative than later adopters
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Early majority
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Avoids risk and waits to consider a new idea after many early adopters have tried it and liked it
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Late majority
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Cautious about new ideas and often they are older and more set in their ways; likely to follow early adopters
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Laggards or nonadopters
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Prefer to do things the way they’ve been done in the past and are very suspicious of new ideas; they tend to be older and less educated
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Primary demand
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Demand for the general product idea – not just for the company’s own brand
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Selective demand
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Demand for the company’s own brand
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Task method
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Basing the budget on the job to be done; helps set priorities so that the money you spend produces specific results

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