what are the 4 communication tools? - Answer-1. personal selling
2. sales promotion
3. public relations
4. advertising
what is a promotional mix? - Answer-the combination of the 4 promotional tools—including (1) advertising, (2) public relations, (3) personal selling, and (4) sales promotio...
MGT 103 Ch. 17-18 Exam Questions and
Answers
what are the 4 communication tools? - Answer-1. personal selling
2. sales promotion
3. public relations
4. advertising
what is a promotional mix? - Answer-the combination of the 4 promotional tools—
including (1) advertising, (2) public relations, (3) personal selling, and (4) sales
promotion—used to reach the target market and fulfill the organization's overall goals
What is IMC (Integrated Marketing Communications)? - Answer-- Consistent message
to customers
- Coordination of promotional efforts (advertising,
personal selling, sales promotion, public
relations, direct marketing) to influence
awareness, attitudes and/or behavior
-Synchronization of promotional elements
What is IMC (Integrated Marketing Communications)? - Answer-Process that marketers
use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand
communication programs over time to targeted
audiences: putting together the promotional mix
what is multichannel promotional strategy? - Answer-Combine traditional mass media
with online buzz building activities.
benefits of this -->
1. Boost effectiveness of using either online or offline strategies alone
2. Strengthen brand awareness
what is a source? - Answer-a company or person who has information to convey.
what is the value of coherence? - Answer-A consistent and compelling message can
help significantly in creating a consistent and compelling position for the brand
***When you find something that works, stick with it; This doesn't mean each ad has to
be exactly the same, but follow the general formula, style, theme, etc ***
, ***With a consistent approach, the message becomes easier to communicate;
Consumers don't have to focus on processing who you are, but can focus on what you
are saying***
What is advertising? Examples? - Answer-any directly paid form of non-personal
communication about an organization, product, service, or idea by an identified sponsor.
Examples: Mass Media (TV commercial/Newspaper Ads/Billboards)
what is publicity? - Answer-non-personal, indirectly paid presentation of an organization,
product, or service. It can take the form of a news story, editorial, or product
announcement.
what is different and what is the same between advertising and publicity? - Answer-
same: both has the end goal to increase sales
different: you have to PAY for an advertisement, while publicity is usually FREE
because you are more so indirectly selling your product through a story or exposure
what is noise in the communication model? - Answer-extraneous factors that can work
against effective communication by distorting a message or the feedback received
examples: a misprint or a prospective buyer misinterpreting a message
what is the response in the communication model? - Answer-the impact the message
had on the receiver's knowledge, attitudes.
what is the feedback in the communication model? - Answer-the sender's interpretation
of the response and indicates whether the message was decoded and understood as
intended.
what are the 3 models of marketing communication? - Answer-1. one to many
2. one to one
3. many to many
- advertising
- sales promotion
- public relations
are all types of a one-to-one/one-to-many/many-to-many communication model? -
Answer-one-to-many communication model
- database marketing
- personal selling
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