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66 Cards in this Set

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Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response:
What are the 2 disadvantages of advertising?
1) Total cost is high
2) National reach is expensive for small companies
Promotion which includes goals such as:

-Increase awareness
-Explain how product works
-Suggest new uses
-Build company image
Informative Promotion
Planned presentation to one or more prospective buyers for the purpose of making a sale:
Personal Selling
Combination of promotion tools used to reach the target market and fulfill the organization's overall goals:
Promotional Mix
The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance:
Public Relations
The carefull coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer:
Intergrated Marketing Communications
The process by which we exchange or share meanings through a common set of symbols:
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer:
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message:
AIDA Concept

(Attention, Interest, Desire, Action)
What are the 2 types of personal selling?
1) Traditional selling
2) Relationship selling
Promotion which includes goals such as:

-Encourage brand switching
-Change customers' perceptions of product attributes
-Influence immediate buying decision
-Persuade customers to call
Persuasive Promotion
Marketing activities other than personal selling, advertising, and public relations - that stimulate consumer buying and dealer effectiveness:
Sales Promotion
What are the 3 advantages of advertising?
1) Reach large number of people
2) Low cost per contact
3) Can be microtargeted
Promotion which includes goals such as:

-Remind customers that product may be needed
-Remind customers where to buy product
-Maintain customer awareness
Reminder Promotion
A plan for the optimal use of the elements of promotion:
-public relations
-sales promotion
-personal selling
Promotional Strategy
This segment's marketing functions include:

-Maintain a positive image
-Educate the public about the company's objectives
-Introduce new products
-Support the sales effort
-Generate favorable publicity
Public Relations
When the Professional Rodeo Association convinced Lee Jeans to be one of its sponsors, _____ would have been the element of the promotional mix used.
Personal selling
A U.S. manager is working with some Indonesians who do not speak English. In attempting to exchange information they are using symbols to assign meanings to the facts the manager hopes to convey. This is an example of _____.
What involves developing an integrated plan to utilize advertising, public relations, personal selling, and sales promotion?
Promotional strategy
Of the four types of promotion, _____ is the most effective at inciting consumers to buy the product (the "action" in AIDA).
Sales promotion
What is probably the reason why many consumers who have seen the Mazda ad do not remember what car is being advertised, but instead remember hearing the "Zoom. Zoom. Zoom." in the ad?
The conversion of a sender's ideas into a software program designed to develop efficient communication plans:
The Cotton Producers of America have created an ad campaign in which they tout the comfort and durability of clothes made from 100 percent cotton. Because these ads urge consumers to actively seek out and buy 100 percent cotton clothing, this would be described as a(n) _____.
Pull strategy
Quiznos, a deli chain, advertises that its sandwiches are toasted unlike other shops, such as Subway or Blimpies. Quiznos is communicating its:
Competitive advantage
DaimlerChrysler has a new campaign for its new Jeep Compass targeting hip young consumers. To reach its target, DaimlerChrysler is using music, talking bobbleheads, and other non-traditional marketing tactics to capture consumers' interest. These communications are directed at the ________, who will decode the message.
MasterCard uses radio, television, magazine, and newspaper advertising for its promotion. This form of communication is known as:
Mass communication
In 2006, GM unveiled a GM Fuel Price Protection Program that caps the per-gallon price consumers pay for gas at $1.99 when they purchase select 2006 and 2007 GM full-size utility and mid-size cars. This is an example of a(n) ________ designed to stimulate consumer buying.
Sales promotion
Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel, a telecommunications company in Singapore. The campaign let SingTel customers pick their dream couple and follow their lives through a moblog. Sing Tel used a(n) ________ to communicate with its consumers.
Corporate blog
Ernest has 3 engineering degrees. He has hired a decorator to update his home. He is frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements, and the designer is unable to understand. Yet Ernest has the same problems when the designer starts talking about mauve, cerise, and magenta. Why is the communication process not working in this instance?
The sender and receiver do not share overlapping frames of reference
Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative made a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites. When one of the Internet entrepreneurs ordered its Web address printed on 25,000 bags, it was an example of:
A newspaper article on AT and T's long distance service informed consumers that while the ads say all calls cost seven cents a minute, the ad fails to mention a 50-cent connection fee and a monthly charge to use the service. In terms of the promotion mix, this news article was an example of:
The Micro-Blaze is a surgeon's tool for microscopic eye surgery and has been on the market for eight years. The advertising agency that is writing the ad copy for the Micro-Blaze has decided on a(n) ________ format because the product is technical.
People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt. Advertising for American Magic Lures emphasizes how its lures, unlike others, are superior to other brands. This is its:
Competitive advantage
Which element of the promotional mix provides the least control over message content?
Public relations
In 2006, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new show Kidnapped. The television network's ________ described its plan on how to use these tools most effectively.
Promotional strategy
Manufacturers of hospital diagnostic equipment are more likely to rely heavily on ________ than any other type of promotion.
Personal selling
An ad for Revlon's new High Dimension 10-minute permanent hair color has a coupon and a headline that reads, "Ten Minutes to Beautiful." The goals of this particular ad were to:
Inform and persuade
A company has invented a new computer keyboard that cannot be damaged. It can be rolled up, stood on, and spilled on without failing. Investors are so excited that they have given ample funding to market the product. The target market is consumers who are dispersed throughout the country. To introduce the new keyboard, its manufacturer should consider:
Heavy advertising and public relations
A brand new product innovation generally uses ________ promotion.
A car manufacturer that rewards the salespeople who sell the most cars during a particular time period with a Hawaiian vacation would be using:
A push strategy
Burger King wanted to reverse negative perceptions of its brand through the use of a consistent and coordinated promotional message, so in January 2005, Burger King Corp. sponsored the opening episode of the third season of The Apprentice. The Apprentice sponsorship was an important element in Burger King's overall ________ strategy to build social currency for the brand through contests, advertising, and other sales promotion.
Integrated marketing communications
A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise:
Push Strategy
A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks:
Advocacy Advertising
A form of advertising designed to influence demand for a specific brand:
Competitive Advertising
Direct, face-to-face communication between two or more people:
Interpersonal Communication
A form of advertising designed to stimulate primary demand for a new product or product category:
Pioneering Advertising
The communication of a concept or message to large audiences:
Mass Communication
A form of advertising that compares two or more specifically named or shown competing brand on one or more specific attributes:
Comparative Advertising
A marketing strategy that stimulates consumer demand to obtain product distribution:
Pull Strategy
What 5 features provide a competitive advantage in the marketplace?
1) High product quality
2) Excellent service
3) Low prices
4) Rapid delivery
5) Unique features
What are the 2 types of communication?
1) Interpersonal communication
2) Mass communication
What are the 3 goals and tasks of promotion?
1) Informing
2) Reminding
3) Persuading
Free samples and contests are sales promotions that are usually targeted to _____.
End consumers
What are the 2 most effective promotional tools for routine buying decisions?
1) Advertising
2) Sales promotion
Premiums and trade shows are sales promotions that are usually targeted to _____.
Company Employees
What are the 2 most effective promotional tools for complex buying decisions?
1) Personal selling
2) Print advertising
What are the 6 factors that affect a firm's choice of promotional mix?
1) Nature of the product
2) Stage in PLC
3) Target market factors
4) Type of buying decision
5) Promotion funds
6) Push or pull strategy
What promotional tools would work best for buying decisions that are neither routine nor complex?
1) Advertising
2) Public relations
Vacation giveaways and coupons are sales promotions that are usually targeted to _____.
Trade customers
What 2 promotional tools are used for end consumers?
1) Free samples
2) Contests
Advertising and sales promotions are used for _____ buying decisions.
1) Reach large number of people
2) Low cost per contact
3) Can be microtargeted
What 2 promotional tools are used for company employees?
1) Premiums
2) Trade shows
Advertising and public relations are used for _____ buying decisions.
Neither routine nor complex
What 2 promotional tools are used for trade customers?
1) Vacation giveaways
2) Coupons