CHAPTER 17
advertising - Answer-any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
all-you-can-afford budgeting - Answer-money given to promotion after all other budget items are dealt with
channel of communication - Answer...
MGT 103 Quiz 3 Questions with Latest
Update
CHAPTER 17
advertising - Answer-any paid form of nonpersonal communication about an
organization, product, service, or idea by an identified sponsor
all-you-can-afford budgeting - Answer-money given to promotion after all other budget
items are dealt with
channel of communication - Answer-the method in which the message is conveyed
communication - Answer-the process of conveying a message to others, and it requires
six elements: a source, a message, a channel of communication, a receiver, and the
processes of encoding and decoding
competitive parity budgeting - Answer-matching competitor's levels of spending
decoding - Answer-taking a set of symbols and extracting a message from them
direct marketing - Answer-one on one, many different forms (i.e. Target)
direct orders - Answer-purchases that consumers make after being provided all the
information needed to make that purchase decision
encoding - Answer-transforming an idea into a set of symbols
feedback - Answer-interpretation of the response and whether the message was
understood
field of experience - Answer-a similar understanding and knowledge they apply to the
message
hierarchy of effects - Answer-the sequence of stages a prospective buyer goes through
from initial awareness of a product to eventual action (either trial or adoption of the
product)
1. awareness - the consumer's ability to recognize and remember the product or brand
name
2. interest - an increase in the consumer's desire to learn about some of the features of
the product or brand
3. evaluation - the consumer's appraisal of the product or brand on important attributes
4. trial - the consumer's actual first purchase and use of the product or brand
, 5. adoption - through a favorable experience on the first trial, the consumer's repeated
purchase and use of the product or brand
integrated marketing communications (IMC) - Answer-advertising
direct marketing
personal selling
public relations
sales promotion
lead generation - Answer-result of an offer to request more information
message - Answer-information sent by the source
noise - Answer-small errors that can distort the idea of a message
percentage of sales budgeting - Answer-a percent of previous sales is dedicated to
promotion
personal selling - Answer-receiver and seller have face to face interaction but may
convey the wrong message
promotional mix - Answer-The combination of one or more of these communication
tools
public relations - Answer-seeks to influence the opinions/emotions of the public
publicity - Answer-a nonpersonal, indirectly paid presentation of an organization,
product, or service
pull strategy - Answer-manufacturers directly advertise to the consumers i.e. over the
counter drug, consumers go into the store to have the drug prescribed
push strategy - Answer-manufacturers advertise to the wholesalers, giving them
incentives to be successful i.e. incentive program
personal selling/sales promotion most involved
receivers - Answer-consumers who see/hear/read the messages
response - Answer-impact of message on receiver's end
sales promotion - Answer-short term decrease in value to arouse interest
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