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23 Cards in this Set
- Front
- Back
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what are the four major types of persuasive communication?
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advertising, personal selling, publicity, sales promotion
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the ability to read audiences through face to face communication and decide if we want or need to change the message. only type of promotion that marketers can adjust mid stream and the only that offers feed back
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personal selling
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what type of publicity is the only kind that is free?
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bad publicity
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usually non traditional
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the mediums
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the brand itself becomes the story. ex. a nascar video game
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branded entertainment
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applies precisely to advertising
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rhetoric model
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what are the three ways to get the message across in the rhetoric model?
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virtue of speaker, emotion, logic/rational
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is more broad than the rhetoric model, it's more about creating an image
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propaganda model
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what are the three ways to get the message across in the propaganda model
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rhetoric, atmosphere and events
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source, encoding, message channel, decoding, receiver
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communication model
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you receive feed back from your message only in
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personal selling
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Informational
Persuasive Synergetic |
integrated marketing communication
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what is the goal of integrated marketing communication?
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to create a consitent message and synergy for your brand
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integrated marketing can be very expensive T/F
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True
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how many times you are reaching your audience
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frequency
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how many people are seeing your message
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reach
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producer to wholesaler to retail to consumer (not mutually exclusive
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channel strategy
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promote down only one level in the channel (tire producer only promotes to their wholesaler)
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push
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promote directly to the end (suave markets right to the consumer)
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pull
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when working on a promotion what should be started with first?
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objectives
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the advertising objective communication includes what?
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awareness, interest, preference, perception, knowledge
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what do sales consist of?
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market share, dollar sales, unit sales, profit, trial rate, repurchase rate
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choosing the way we promote
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media mix
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