MKT 301: Exam 5 - Chs. 13 & 14

User-generated content (UGC) is __________.

online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product-related stories available to other consumers

The major elements of marketer-controlled communication, including advertising, sales promotion, public relations, personal selling, and direct marketing, make up the __________.

promotion mix

Understanding the target audience is the __________ step in developing an advertising campaign.

first

What is integrated marketing communication (IMC)?

The process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to target audiences

In the hierarchy of effects, examples of the desire step include __________.

status appeals, sex appeals, and celebrity endorsements

Determining and allocating the marketing communication budget is the step in the promotional planning process that involves __________.

deciding between a push and a pull strategy as well as allocating the budget to a specific promotion mix

Advertising messages that promote the activities, personality, or point of view of an organization or company are known as __________.

institutional advertising

Which of the following is a collection of products offered for sale in book form?

a catalog

What is the last step in developing an advertising campaign?

evaluate the advertising

Awareness is the __________ step a prospective customer moves through in the hierarchy of effects.

first

A promotion budgeting method in which an organization matches whatever competitors are spending is the __________ method.

competitive-parity

What is direct mail?

A brochure or pamphlet that offers a specific good or service at one point in time

What is a creative strategy?

The process that turns a concept into an advertisement

The __________ step in the promotional planning process is to identify the target audiences.

first

What is a push strategy?

An approach that relies on the company trying to move its products through the channel by convincing channel members to offer them

__________ is online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product-related stories available to other consumers.

user-generated content

What is decoding?

The process whereby a receiver assigns meaning to a message

Evaluating the effectiveness of the communication program is the __________ step in the promotional planning process.

last

Direct-response TV (DRTV) includes __________.

short commercials of less than 2 minutes, 30-minute or longer infomercials, and home shopping networks

Which of the following is nonpersonal communication from an identified sponsor using the mass media?

advertising

Dreaming up and producing the ads is the role of __________.

creative services

The __________ is a salesperson whose primary function is to facilitate transactions that the customer initiates.

order taker

What is guerrilla marketing?

An activity in which a firm “ambushes” consumers with promotional content in places they are not expecting to encounter this kind of activity

Which of the following is a consumer sales promotion approach?

coupons

Contributing considerable expertise in the form of product demonstrations, recommendations for complex equipment, and setup of machinery is the role of the __________.

technical specialist

What is transactional selling?

An approach that focuses on making an immediate sale with little concern for developing a long-term relationship with the customer

The order getter is __________.

the salesperson who works to develop long-term relationships with particular customers or to generate new sales

Internet-based platforms that allow users to create their own content and share it with others who access these sites are known as __________.

social media

What is the last step in the creative selling process?

the follow-up

The communication function that seeks to build good relationships with an organization’s consumers, stockholders, legislators, and other stakeholders in the organization is known as __________.

public relations (PR)

Which of the following best describes personal selling?

Occurs when a company representative interacts directly with a customer or prospective customer to communicate about a good or service

A __________ integrates sophisticated GPS technology that enables users to alert friends of their exact whereabouts via their mobile phones.

location-based social network

What is the first step in the creative selling process?

Prospect and qualify

The __________ step in the selling process is the step in which contact with a prospective customer or client is made.

approach

The stage of the selling process in which the salesperson asks the customer to buy the product is known as __________.

the close

The stage of the selling process in which the salesperson asks the customer to buy the product is known as __________.

a case allowance

All EXCEPT __________ are trade sales promotion approaches.

rebates and refunds

__________ means talking with and providing information to government officials to persuade them to vote a certain way on pending legislation.

lobbying

In the prospecting and qualifying step of the selling process, the salesperson __________.

determines if a customer meets the expectations of the company based on financial ability, volume of business, special needs, location, and growth possibilities

What is publicity?

Unpaid communication about an organization that appears in the mass media

What is corporate identity?

Materials such as logos, brochures, building design, and stationery that communicate an image of the organization

________ refers to the mood or attitude an advertisement conveys.

Tonality

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication.

Noise

________ marketing refers to messages that come from the organization and are intended for those who have agreed to receive them.

Outbound

________ advertisements are messages in the public interest, run by the media at no charge, that seek to change attitudes and behavior toward a social issue.

Public Service

Which promotional mix strategy directs marketing efforts toward market channel members?

Push

The ________ approach argues that consumers come in contact with a company or brand many different ways before, after, and during a purchase.

integrated marketing communications

________ is any one-to-one communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, or a visit to a store or other place of business for purchase of a product.

Direct marketing

A company is implementing ________ when it airs a television commercial to millions.

Mass communication

Word of mouth or buzz on social media is also referred to as ________.

Earned media

________ components of the promotion mix do not seek a short-term increase in sales. Instead, with these communication activities, the company tries to maintain a positive image of an organization and its products.

Public Relations

A newspaper article reported on a lawsuit in which independent coffee shops accused a national chain of coffee shops of engaging in an illegal conspiracy to drive them out of business. What promotion element would the national chain of coffee shops most likely use to improve its corporate image, which has been tarnished by these accusations?

Public Relations

Business-to-consumer companies are more likely to emphasize a ________ strategy, while business-to-business companies are more likely to emphasize a ________ strategy.

Pull; push

Which is an example of the one-to-many approach?

email advertising

Product advertising ________.

focuses on a specific good

Which of the following statements about advertising is true?

Advertising can be used to establish and reinforce a distinctive brand identity.

With which type of marketing communication does the marketer have the greatest level of control over the message?

advertising

Which of the following is NOT one of the four main roles performed by marketing communication?

to entertain

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

sales promotion