Marketing Quiz

Front 1

Promotion Mix (Marketing Communications Mix)

Back 1

the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships

Front 2

Advertising

Back 2

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Front 3

Sales Promotion

Back 3

short-term incentives to encourage the purchase or sale of a product or service

Front 4

Personal Selling

Back 4

Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships

Front 5

Public Relations

Back 5

Building good relations with the company's various publics by obtaining favorable publicity

Front 6

Direct Marketing

Back 6

direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships

Front 7

Integrated marketing Communications (IMC)

Back 7

carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

Front 8

Buyer Readiness Stages

Back 8

the stages consumers pass through on their way to purchase- awareness, knowledge, liking, preference, conviction, and purchase.

Front 9

Personal Communication Channels

Back 9

channels through which two or more people communicate directly with each other, including face to face, on the phone, email, or even through IM

Front 10

Word-of-Mouth Influence

Back 10

personal communication about a product between target buyers and neighbors, friends, family members, associates

Front 11

Buzz Marketing

Back 11

cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Front 12

Nonpersonal Communication Channels

Back 12

Media that carry messages without personal contract or feedback, including major media, atmospheres, and events

Front 13

Affordable Method

Back 13

setting the promotion budget at a level management thinks the company can afford

Front 14

Percentage-of-Sales Method

Back 14

setting the promotion budget at a certain percentage of current or forecasted sales as a percentage of the unit sales price

Front 15

Competitive Parity Method

Back 15

setting the promotion budget to match competitors' outlays

Front 16

Objective and Task Method

Back 16

Developing the promotion budget by 1.) defining specific objectives
2.)Determining the tasks that must be performed to achieve these objectives 3.) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget

Front 17

Push Strategy

Back 17

A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. the producer promotes the product to channel members who in turn promote it to final consumers.

Front 18

Pull Strategy

Back 18

A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vaccum that pulls the product through the channel

Front 19

15.1

Back 19

see page 431

Front 20

15.2

Back 20

see page 441

Front 21

Advertising Objective

Back 21

A specific communication task to be accomplished with a specific target audience during a specific period of time

Front 22

Advertising budget

Back 22

the dollars and other resources allocated to a product or company advertising program

Front 23

Advertising Strategy

Back 23

the strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media

Front 24

Madison and Vine

Back 24

a term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages

Front 25

Creative Concept

Back 25

the compelling big idea that will bring the advertising message strategy to life in a distinctive and memorable way

Front 26

Execution Style

Back 26

the approach, style, tone, words, and format used for executing an advertising message

Front 27

Advertising Media

Back 27

the vehicles through which advertising messages are delivered to their intended audiences

Front 28

Return on Advertising Investment

Back 28

the net return on advertising investment divided by the costs of the advertising investment

Front 29

Advertising agency

Back 29

a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs