Marketing Communications and Personal Selling Review

Practice flashcards based on the lecture transcript regarding marketing communications, personal selling stages, and distribution channels.

____ refers to the way firms attempt to inform, persuade, and remind customers directly or indirectly about the products and brands they sell?

Marketing communications

____ integration involves broadening all marketing actions, including packaging, pricing, sales promotion, and distribution, with the communication campaign to achieve maximum customer impact.

Horizontal integration

The term ___ refers to the use of a popular online figure to promote a product, service, or brand within their social media feed?

Influencer marketing

____ communication involves sharing relevant information between departments, including product development, market research, sales, and customers service with the communication team to create an effective and cost sufficient campaign

Internal communication

In the BANT acronym, "n" stands for ____.

need

____ involves materials resembling the publications editorial content, but intent to promote the advertisers product.

Native Advertising

___ describes activities whereby the company pays search engine companies to be featured in the results …

Search engine marketing

Strictly speaking, influencer marketing can be viewed as a mix of ____ in paid endorsement that takes place in the context of social media.

Publicity

In the BANT acronym, "t" stands for __

Timeline

What is exhibiting a prospect who stalls on a purchase because they are reluctant to let go of an old product that served them well?

Psychological resistance

What type of channel conflict occurs between members at the same level of the distribution channel?

Horizontal

What approach involves designing and delivering messages through multiple strategies that work together and reinforce one another?

Integrated marketing communication

Which element of the marketing communications mix involves a seller convincing a buyer face-to-face?

Personal selling

What is considered the first step in developing an effective marketing communication program?

Setting the objectives

In the BAT acronym, what does the letter "a" stand for?

Authority

What is the first step in the process of personal selling?

Prospecting and qualifying

Which type of integration involves aligning communication objectives with the higher-level goals of the company's overarching strategy?

Vertical

What is a primary advantage of using radio as an advertising medium?

Pervasive reach

During which stage of personal selling does a salesperson tell the product story to the buyer?

Presentation

Which of the following is NOT one of the five common flows across distribution channels?

Staffing flow

Which principle implies communicators can use their good image to reduce negative feelings toward a brand but might lose audience esteem in the process?

Principle of congruity

In the BAT acronym, what does the letter "b" stand for?

Budget

What describes activities designed to improve the likelihood that a brand link ranks as high as possible in nonpaid search results?

Search engine optimization

According to the lecture, which of these is NOT a level at which integrated marketing communication works?

Vertical integrated

In a favorable approach, what describes the economic, technical, servicing, and social pluses delivered to a customer?

Benefits

What term describes strategically procuring inputs, converting them into finished products, and dispatching them to final destinations?

Supply chain management