MGMT 250: Chapter 17 – Flashcards
Unlock all answers in this set
Unlock answersquestion
Promotional mix refers to
answer
the combination of one or more communication tools used to inform prospective buyers about the beneftis of the product, persuade them to try it, and remind them la about the benefits htey enjoys by using the product
question
the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as
answer
integrated marketing communications
question
The process of conveying a message to others that requires six elements - a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding - is referred to as
answer
communication
question
The ___ includes advertising, personal selling, sales promotion, public relations, and direct marketing
answer
promotional mix
question
Mailing in of the postcard with a request for further information is an example of
answer
a response
question
In communication process, noise refers to
answer
extraneous factors that can work against effective communication by distorting a message or the feedback recieved during the communication process
question
In marketing context, message refers to
answer
the information sent by a source to a receiver during the communication process
question
Which of the following statements about advertising is most accurate?
answer
through advertising, a company can control what it says and, to some extent, to whom the message is sent
question
The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as
answer
personal selling
question
Any form of communication management that seeks to influence the feelings, opinions, or beliefs of held by customers, prospective customers, stockholders, supplies, employees, and other public about a company and its products or services is referred to as
answer
public relations
question
Advertising refers to
answer
any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
question
Coupons, rebates, samples, and sweepstakes are all examples of
answer
sales promotions
question
direct marketing refers to
answer
a promotional alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retial outlet
question
All of the following factors are used to balance the use of the promotional mix elements except
answer
the different departments responsible for implementing the sales promotion strategy and tactics
question
a restaurant review published in the local newspaper is an example of
answer
publicity
question
all products go through a product life cycle or ___ stages: __
answer
four; introduction, growth, maturity, and decline
