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33 terms

chapter 14

STUDY
PLAY
The communication channel a company uses to move its advertising messages from sender to receiver is called the _____.
media
In the communication process, the reaction of the receiver after being exposed to a message is called the _____.
response
A company's total marketing communications mix consists of a special blend of advertising, sales promotion, PR, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called _____.
promotion mix
A _____ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims, or when the communicator has a negative association to overcome.
two-sided
Moral appeals are directed to the audience's sense of what's right and _____.
proper
In the communication process, the more the sender's field of experience _____ that of the receiver, the more _____ the message is likely to be.
overlaps with; effective
The communicator must decide how to handle message structure issues. One issue is whether to _____ or not.
draw conclusions
When a customer lets a producer know something about its products/ advertising, the customer is providing _____.
feedback
A consumer is reading a magazine with an ad, but is distracted from reading the ad or its key points. This unplanned static or distortion during the communication process is called _____.
noise
Moving away from _____, marketers have been shifting toward highly focused marketing, spawing a new generation of more specialized and highly targeted communications efforts.
mass marketing
Companies often fail to integrate their various communications to consumers because _____.
communication comes from different parts of the company
Integrated marketing communications require a company's mass-market advertisements, web site, email, and personal selling communications to all have _____.
the same look, feel and message
Companies are doing less _____ and more _____ as a result of an explosion of more focused media that better match today's targeting strategies.
broadcasting; narrowcasting
Companies are adopting the concept of _____, which carefully integrates and coordinates the company's many communication channels to deliver a clear and compelling message about the organization and its brands.
intergrated marketing communication
Advertising, sales promotion, personal selling, PR, and direct marketing are all _____.
communication channels that should be intergrated
_____ is not a major category in a company's promotion mix.
strategic positioning
To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________.
marketing communications director
Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?
public relations
Integrated marketing communications produces better communications ________ and greater ________ impact.
consistency; sales
In the chaos scenario predicted by some advertising industry experts, the old mass-media communications model will be abandoned in favor of ________.
the possibilities of new digital technologies
All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one
TV and other mass media still capture the lion share of promotional budgets
The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix?
competitiors
Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do
don't distinguish between message sources
Today, marketers are moving toward viewing communications as managing the ________ over time
customer relationship
Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments?
network TV
Which major promotion category makes use of displays, discounts, coupons, and demonstrations?
sales promotions
The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.
sales promotions
Mass-media advertising routinely involves a company investing millions or even billions of dollars to reach tens of ________ of customers with a single ad.
millions
Which of the following is NOT a factor in the changes occurring in today's marketing communications?
Mass media no longer capture the majority of promotional budgets
Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information
the internet and other sources
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
advertising
Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?
direct marketing
All too often companies today have failed to ________ their various communications channels, resulting in a hodgepodge of communications to consumers.
intergrate