Integrated Marketing Communications and Direct Marketing
Terms in this set (58)
1. Many companies create a branded presence such as a fan page within virtual communities such as Facebook or MySpace in order to
generate word-of-mouth advertising
2. Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and _________.
3. The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and personal selling. A combination of one or more of these communication tools is called the _________.
4. The promotional mix refers to
the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.
5. The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) _________.
remind them later about the benefits they enjoyed by using the product
6. The concept of designing marketing communications programs that coordinates all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences is referred to as _________.
integrated marketing communications (IMC)
7. Allegra is an antihistamine and to create brand awareness it is offering people who request information about the product a cushion to use at their favorite sporting event. Its television ad shows a woman half-heartedly watching some sporting event. The voiceover asks if she is bored or congested. Next scene, the person is having a great time and is uncongested after taking Allegra. This use of the same promotional theme throughout a company's promotion is an example of how marketers use _________.
integrated marketing communications (IMC)
8. The process of conveying a message to others that requires six elements—a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding is referred to as _________.
9. Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the _________ for the information in the High Endurance men's antiperspirant advertisement is Procter & Gamble, its manufacturer.
10. Source refers to
a company or person who has information to convey during the communications process.
11. Procter & Gamble Co. created an advertisement for its Old Spice Red Zone antiperspirant. In terms of the communication process, the ___________ in the ad for Old Spice Red Zone antiperspirant informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand
14. A mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as _________.
Field of experience
16. In the communication process, noise refers to
extraneous factors that can work against effective communication by distorting a message
or the feedback received during the communication process intrusion.
18. Which of the following types of promotion uses customized interaction?
19. Advertising refers to
any paid form of nonpersonal communication about an organization, product, service, or
idea by an identified sponsor.
21. Which of the following is an inherent strength of advertising?
Correct -efficient means for reaching large numbers of people
22. Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?
25. A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as _________.
26. A restaurant review published in the local newspaper is an example of _________.
27. Coupons, rebates, samples, and sweepstakes are best described as examples of _________.
28. If used continuously, which of the following promotional elements will most likely lose its effectiveness?
29. A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as _________.
30. Which of the following is an inherent strength of direct marketing?
can be adapted quickly to facilitate relationships with customers
31 Which of the following is an inherent weakness of direct marketing?
declining customer response
33. Marketers can communicate best with Generation Y consumers by
integrating new media into their campaigns.
34. The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.
35. The promotional objective of the growth stage of the product life cycle is to _______ consumers.
36. The promotional objective of the maturity stage of the product life cycle is to _______.
37. An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?
38. The promotional objective of the decline stage of the product life cycle is to _________.
39. What stage of the product life cycle is a period where little money is spent in the promotional mix?
40. A push strategy refers to
directing the promotional mix to channel members to gain their cooperation in ordering
and stocking the product.
41. Chrysler Corporation provides support and incentives for 2,390 Chrysler and Jeep dealers. Through a multi-level program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.
42. Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product, is referred to as a(n) _________.
44. Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n) __________ promotional strategy.
46. The _________, is defined as the group of prospective buyers toward which a promotion program is directed.
47. During the planning stage of an IMC program a firm will identify the target audience, _________, set the budget, select the right promotional tools, and design the promotion.
specify the advertising objectives
48. During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, _________, and design the promotion.
select the right promotional tools
49. During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, select the right promotional tools, and _________.
design the promotion
50. Hierarchy of effects refers to
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). The stages include awareness, interest, evaluation, trial, and adoption.
51. In the hierarchy of effects, awareness is defined as
the consumer's ability to recognize and remember the product or brand name.
52. Ann's young son suffers from allergies and complains about his watery eyes and drowsiness. Ann feels bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she vowed to ask his doctor about this product on his next visit. At which stage in the hierarchy of effects is Ann?
She has moved quickly from the awareness stage to the interest stage.
54. The fourth stage in the hierarchy of effects is __________ stage.
55. In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the _________ stage.
56. The fifth stage in the hierarchy of effects is _________.
57. No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and must be
58. Promotion objectives should possess three important qualities. They should be designed for a well- defined target audience, be measurable, and
cover a specified time period.
60. The budgeting method which allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold is referred to as _________.
percentage of sales
61. Amazon.com, a successful online retailer, manages an extensive database, which includes customers' names and their tastes in books and music. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses
62. Direct marketing offers many benefits to consumers: they don't have to go to a store, buying direct saves time and money, they avoid hassles with salespeople, it's fun and entertaining, and
There is more privacy than in store shopping.
63. Direct orders refer to
the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
64. The two general approaches to managing unsolicited e-mail are _________.
opt-in and opt-out
65. The result of an offer designed to generate interest in a product or service, and a request for additional information is referred to as _________.
66. A paid advertisement for the Texas Department of Economic Development, Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was as a(n) _________.
67. Traffic generation is
the outcome of a direct marketing offer designed to motivate people to visit a business
68. Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. The antique mall was using the postcard for _________.
70. Direct marketing faces several challenges and opportunities in global markets. Several countries such as Italy and Denmark, for example, have requirements for mandatory "opt-in"-that is
potential customers must give permission to include their name on a list for direct marketing solicitations.
71. Consumers are often concerned that some marketing efforts are invading their privacy. While this is a legitimate concern to consumers, the explanation by many marketers is
the collection of data from businesses where customers have shopped allows the marketer to satisfy their customer's needs more effectively by customizing programs specifically for that consumer.