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Promotion—Introduction to Integrated Marketing Communications Terms in this set (89)... ... The act of communicating information about a product to potential buyers in an attempt to influence their attitudes and behaviors, otherwise known as ______, is an important part of a firm's marketing mix. promotion Kendra is a sales representative for a pharmaceuticals company and meets with doctors and other medical personnel daily to share information about the products her company has available. This is an example of which type of promotion? Personal selling
Communicating with large numbers of potential customers at the same time is known as ______. mass selling Any promotional activity outside of advertising, publicity, and personal selling that attracts potential customers is known as ______. sales promotion An unpaid, nonpersonal presentation of ideas, goods, or services, is called ____. publicity Promotion involves telling customers about the right product available at the right place and _____. at the right price Direct spoken communication between sellers and potential customers is called ______. personal selling
Firms spend the least on which of the following promotion methods? Advertising Mass selling is an ideal promotion strategy to save costs when the market is ______. large and scattered Which of the following are examples of sales promotion activities aimed at final consumers or users? (Check all that apply.) Samples A significant difference between advertising and publicity is that publicity does not entail ___. paying media costs Managing personal selling is the responsibility of the ______. sales manager Most firms spend less money on ______ than on ______. advertising; sales promotion Choosing the right media and developing the communication message is often the responsibility of the ______ manager. advertising Sales managers oversee ______. personal selling
Lindsey is responsible for planning the monthly coupon booklet for her company. The booklet is distributed to customers when they walk into a store so they can take advantage of cost savings as they shop. Lindsey is an example of a(n) _____ manager. sales promotion Jeffrey is the ______ manager for an automobile repair facility. Recently, he developed a popular commercial that is running on the local television channels. advertising When Orla Oil company was responsible for a major oil spill, it sent a representative to speak to the media to explain what had occurred and what the company was doing to clean up the spill. The representative also stressed that Orla Oil valued the environment and was truly sorry for what had occurred. What type of communication does this demonstrate? Public relations Direction of a company's sales promotion effort is the responsibility of the ______. sales promotion manager Although a firm may engage in several different promotional activities at one time, it should strive to produce ______ marketing communications in order to maintain consistent messaging. integrated Communication with noncustomer groups, such as labor, public interest groups, stockholders, and the government, is known as ______. public relations The right promotion blend depends on what the firm wants to achieve; therefore, it is critical that promotion ______ be clearly defined. objectives Samsung placed an ad in Rolling Stone magazine announcing the Galaxy Tab, the world's thinnest tablet computer. The ad focused on the benefits that it offered based on common customer needs. Samsung is using a(n) ______ objective for its ad. informing When several firms offer similar products, companies often develop a(n) ______ objective, which tries to convince customers to buy, and continue to buy, their products and not the competitor products. persuading Jackson Air Conditioning & Heating sends out postcards to its previous customers every April alerting them to have their air conditioners checked before the summer months arrive. Jackson's direct mail campaign appears to be guided by a(n) ______ objective. reminding Frito-Lay is promoting the SunChips brand as being environmentally friendly. This message is communicated in all of its print and television ads, point of purchase displays, and packaging. The company is using a(n) ______ strategy. integrated marketing communications Place the parts of the AIDA model in order, beginning with the first of the four promotion jobs. Get attention, Hold interest, Arouse desire, Obtain action What are the three basic promotion objectives? (Check all that apply.) Persuading Customers typically want to know something about a product before they consider purchasing it. A(n) ______ objective can show that the product meets consumer needs. informing Famous for his long and thick hair, NFL star Troy Polamalu has a contract with Procter & Gamble to endorse Head and Shoulders shampoo. Procter & Gamble has a(n) ______ objective when it uses Troy to demonstrate that Head and Shoulders shampoo is superior to competing products and thus should be purchased. persuading A distraction that reduces the effectiveness of the communication process is called ______. noise A promotion objective aimed at keeping a customer from shifting to a competitor by having them recall their past satisfaction with the product is called a(n) ______ objective. reminding Encoding is the process used by the _____ during communication. source Which of the following are promotion jobs described by the AIDA model? (Check all that apply.) To obtain action The advertising manager asked his team if it was better to place their ad in local newspapers or national magazines. The manager is trying to determine the best message _____. channel When a source attempts to transmit a message to a receiver, it is participating in the ______. communication process What is the final element in the traditional communication process? Feedback Communications intended to prompt immediate feedback from specific customers are part of a(n) ______ marketing approach. direct Any disruption of the marketing communication process, also known as _______ reduces the effectiveness of the message. noise The source uses ____ when it determines what to say and translates that message into words and symbols. encoding According to the Model of Customer-Initiated Interactive Communication, communication begins when a customer ______. searches for information The method by which a message is delivered is referred to as the ______. message channel Many customers called to complain about the NewTrend shoes they had purchased because the bottom of the shoe split in half within days of wearing them. This customer communication is an example of _____. feedback Gerald is a recent college graduate and is in the market for a new automobile. He searches the Internet for information and then visits different automobile dealerships to speak to the sales people and perform a test drive. By doing these things, Gerald is ______ the communication process. initiating Jiffy Lube offers auto maintenance services, including everything from oil changes to preventive maintenance. To highlight its services, the company often mails discount coupons to customers. Jiffy Lube is using ______ marketing to generate business. direct-response The model of customer-initiated interactive communication includes ______. (Check all that apply.) a message channel It is critical that marketers capture customers' ______ in order to differentiate their products from the products of competitors. attention By making a decision to search for information in a specific message channel, the customer is _________ communicaiton. initiating Angela is surfing the Internet reading articles about ladies' watches, "liking" different watch makers on Facebook, and examining customer reviews about watch brands. These activities are useful to marketers because ______. they are a signal that Angela is ready to purchase a watch Direct marketing communications intended to elicit immediate customer feedback are often called ______. direct-response promotion Any disruption of the marketing communication process, also known as ______, reduces the effectiveness of the message. noise Nike purchases sponsored advertising links from Google so their message appears on the side of the first page of results when a customer uses the search term "running shoe." Nike is attempting to capture the customer's ______. attention Which of the following are signals that a person is ready to make a purchase that can be monitored and targeted by marketing managers? (Check all that apply.) Reading
articles online about a specific product When customers have the choice about whether to stay at a company's website or visit a competitor's site, they are considered ______ customers, and promotion efforts must address their needs at that moment. inbound Which of the following are possible ethical concerns related to promotion? (Check all that apply.) Fairness Darin has clicked on the Outdoor Gear website. What should the marketing manager have already done to make sure the site works for Darin? (Check all that apply.) Provide truly useful information Celebrity endorsements often draw ethics complaints if ______. consumers do not believe that the celebrity actually uses the product Which of the following statements about promotion blends is correct? Each market segment may require a unique promotion blend. Attempting to sell the whole marketing mix to all possible channel members is known as ______. pushing Communication with wholesalers and retailers includes information about what promotion will be directed toward the final consumer, each channel member's part in marketing the product, and important financial details. This communication is generally handled through ______. personal selling When companies use ______, they promote the product to their own salespeople or other employees who are in regular contact with customers. Internal marketing True or false: A firm should apply the same promotion blend across all marketing situations to maintain consistency. False When a marketing manager pushes a product through a channel, he or she ______. attempts to sell an entire marketing mix to possible channel members When customers demand a certain product from retailers, they are ______ the product through the channel of distribution. pulling Most of the important communication with wholesalers and retailers are handled by ______. salespeople What are two reasons that producers who target business customers emphasize personal selling over other promotion methods? (Check all that apply.) Larger purchases Wayne Co. uses internal marketing to sell or promote products to ______. their salespeople Gatorade is introducing four new flavors of its sports drinks. The company is running national television commercials and mailing coupons to customers to encourage them to ask for the flavors at their favorite store. Gatorade is using a(n) ______ strategy in the channel of distribution. pull Promotion efforts need to ______ in order to accommodate various adopter groups. change over time The most common promotion approach in business markets is ______. personal selling Which of the following are typical characteristics of innovators? (Check all that apply.) They are eager to try a new idea. Which of the following are typical characteristics of early adopters? (Check all that apply.) They have fewer contacts outside their own community than innovators. Customers who tend to avoid risk by accepting new ideas only after they have been recommended by early adopters are known as ______. the early majority Allison has reluctantly purchased a "smartphone." She finally decided after much pressure from her sorority sisters who told her to "catch up to the real world." When it comes to mobile phones, Allison is a member of the ______ group. late majority Customers who avoid change and are very suspicious of new ideas are called ______. laggards Fossil targeted the promotion strategy of its new line of luxury watches toward ______ because they are likely to influence the opinions of other consumers, particularly through word of mouth. early adopters The early majority typically adopts a new idea when ______. it has been tried and approved of by early adopters and other opinion leaders Customers who are cautious about new ideas and often adopt a new product only after receiving strong social pressure are called ______. the late majority Demand for a specific brand rather than a general product idea is called ______. selective demand In which stage of the product life cycle do personal selling and advertising of business products become more aggressive? Maturity Which of the following groups prefer the status quo to new ideas? (Check all that apply.) Nonadopters In which stage of the product life cycle does a firm eventually decrease the total amount spent on promotion? Decline What is the most common method used for budgeting promotion expenditures? Percentage of sales method Demand for a broad product idea rather than a specific brand is called ______. primary demand When there are several competing firms in a market, marketers must build ______ demand, or demand for a specific brand rather than a general product idea. selective In response to widespread competition, Coca-Cola increased its use of reminder-type advertising and implemented more frequent-buyer promotions toward its loyal customers. Based on this promotion blend, it would appear that Coca-Cola is operating in which stage of the product life cycle? Maturity In the era of digital cameras, Kodak uses targeted promotion to reach those customers who still desire its 35mm cameras and film. In which stage of the product life cycle is Kodak competing? Decline One method for calculating the promotion budget is to allocate a percentage of past sales or expected future sales to promotion activities. This method is common among firms because of its ______. simplicity Sets with similar termsMKT 300 ch 1642 terms asianbball34 Ch. 13 - MKG 30042 terms jdrethman Chapter 1760 terms haleydunn Chapter 13: Promotion - Introduction to Integrated…40 terms sarahandrews44
Sets found in the same folderChapter 8132 terms Theskag MKTG ch 396 terms megansitzmann Chapter 998 terms Theskag Chapter 12106 terms Theskag Other sets by this creatorChapter 1111 terms Theskag Chapter 1011 terms Theskag Chapter 910 terms Theskag Chapter 812 terms Theskag Verified questionsQUESTION Lancaster Lumber buys $8 million of materials (net of discounts) on terms of 3/5, net 55; and it currently pays on the 5th day and takes discounts. Lancaster plans to expand, which will require additional financing. If Lancaster decides to forgo discounts, how much additional credit could it obtain, and what would be the nominal and effective cost of that credit? If the company could get the funds from a bank at a rate of 9%, interest paid monthly, based on a 365-day year, what would be the effective cost of the bank loan? Should Lancaster use bank debt or additional trade credit? Explain. Verified answer
QUESTION The Davidson Corporation’s balance sheet and income statement are provided here. $$ \begin{matrix} \text{Assets} & \text{Liabilities and Equity}\\ \text{Cash and equivalents} & \text{\$ 15} & \text{Accounts payable} & \text{\$ 120}\\ \text{Accounts receivable} & \text{515} & \text{Accruals} & \text{280}\\ \text{Inventories} & \text{880} & \text{Notes payable} & \text{220}\\ \text{Total current assets} & \text{\$ 1.410} & \text{Total current liabilities} & \text{\$ 620}\\ \text{Net plant and equipment} & \text{2.590} & \text{Long-term bonds} & \text{1.520}\\ \text{ } & \text{ } & \text{Total liabilities} & \text{\$ 2.140}\\ \text{ } & \text{ } & \text{Common stock (100 million shares)} & \text{260}\\ \text{ } & \text{ } & \text{Retained earnings} & \text{1.600}\\ \text{ } & \text{ } & \text{Common equity} & \text{\$ 1.860}\\ \text{Total assets} & \text{\$ 4.000} & \text{Total liabilities and equity} & \text{\$ 4.000}\\ \end{matrix} $$ $$ \begin{matrix} \text{Sales} & \text{\$ 6.250}\\ \text{Operating costs excluding depreciation & amortization} & \text{5.230}\\ \text{EBITDA} & \text{\$ 1.020}\\ \text{Depreciation and amortiaztion} & \text{220}\\ \text{EBIT} & \text{\$ 800}\\ \text{Interest} & \text{180}\\ \text{EBT} & \text{\$ 620}\\ \text{Taxes (40\\%)} & \text{248}\\ \text{Net income} & \text{\$ 372}\\ \text{Common dividends paid} & \text{\$ 146}\\ \text{Earning per share} & \text{\$ 3.72}\\ \end{matrix} $$ a. Construct the statement of stockholders’ equity for December 31, 2016. No common stock was issued during 2016. b. How much money has been reinvested in the firm over the years? c. At the present time, how large a check could be written without it bouncing? d. How much money must be paid to current creditors within the next year? Verified answer QUESTION Precious MetalMining has $17 million in sales, its ROE is 17%, and its total assets turnover is 3.2$\times$. Common equity on the firm’s balance sheet is 50% of its total assets. What is its net income? Verified answer
QUESTION What are the various forms of business organization? What are the advantages and disadvantages of each? Verified answer Other Quizlet setsNeuroscience: Lectures 25, and 26.111 terms laraigardiner Unit 2 - American Imperialism10 terms Lauren_Moon105 tacitus 33+3410 terms taliangel9 RAD25 terms BLCJackie Related questionsQUESTION After the product launch, when products sales begin to slowdown, that is an indication it's entering ... 5 answers QUESTION Business writer Kathryn Hawkin's 5 marketing lessons from the water bottle industry: 2 answers QUESTION Why do you think media is audited to make sure their circulation number is correct? 2 answers QUESTION Know what classical conditioning is in the ISC context. 5 answers Is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior?PROMOTION--communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior.
What are the four basic methods of promotion?Promotion looks to communicate the company's message across to the consumer. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing.
How do you know what customers want?Talking to customers and prospects and taking in their feedback should make it easier to see what they want from your brand. Customer wants can be categorized under a few areas.. Product design and functionality.. Customer service.. Overall experience.. Price.. Convenience.. Compatibility.. Reliability.. What is the final element in the traditional communication process?The communication process reaches its final point when the message has been successfully transmitted, received, and understood. The receiver, in turn, responds to the sender, indicating comprehension.
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By making a decision to search for information in a specific message channel, the customer is
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