MKTG 409 Chp 16 Integrated marketing communication – Flashcards
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A major goal of integrated marketing communications is to:
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send a consistent message to customers
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_____ refers to the process of conversion of meaning by a source into a series of signs or symbols that represent ideas or concepts.
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encoding
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Anything that reduces the clarity and accuracy of communication is called _____.
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noise
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Feedback refers to:
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a receivers response to a decoded message
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In the typical communication process, a receiver is the individual, group, or organization that:
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decodes a coded message
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_____ refers to demand for a product category rather than for a specific brand of product.
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primary demand
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Which of the following methods is used to stimulate primary demand for a product?
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informing potential consumers about a product features and uses
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Which of the following statements is true of promotion mix?
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Advertising is extremely cost-efficient when it reaches a vast number of people at a low cost per person.
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Which of the following statements is true of advertising?
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It can reach an extremely large target audience or focus on a small, precisely defined segment.
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Communicating through the movement of head, eyes, arms, hands, legs, or torso is known as _____.
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kinesic communication
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Which of following forms of communication occurs when either person varies the physical distance separating them?
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proxemic communication
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Which of the following is an example of tactile communication?
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An executive shakes hands with his counterpart from the client company to seal a deal between the companies.
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_____ is an activity or material that acts as a direct inducement, offering added value or incentive for a product to resellers, salespeople, or consumers.
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sales promotion
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Which of the following elements is usually a major component of a promotion mix for organizations selling to industrial markets?
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personal selling
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Which of the following products uses advertising rather than personal selling?
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soft drink
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Which of the following statements is true of promotion mixes with respect to the product life cycle?
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In the growth and maturity stages, consumer products require heavy emphasis on advertising.
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Promoting a product only to the next institution down the marketing channel is known as a _____.
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push policy
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Which of the following depicts the flow of communication along the marketing channel with a pull promotional strategy?
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producer- consumers
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Which of the following statements about word-of-mouth marketing is true?
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b. Word-of-mount marketing is linked to new customer acquisition when there is customer involvement and satisfaction.
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Which of the following is a medium for electronic word-of-mouth communication?
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social network
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_____ refers to an attempt to incite publicity and public excitement surrounding a product through a creative event.
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buzz marketing
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Viral marketing refers to:
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the strategy of getting consumers to share a marketer's message in a way that spreads dramatically and quickly.
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For which of the following product types is word-of-mouth marketing known to be most effective?
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expensive, luxury products
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The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as _____.
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product placement
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Which of the following statements is true of criticisms and defenses of promotion?
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Promotion helps keep prices lower by facilitating price competition.
