3351 - Chapter 15 Quiz

A Pull Strategy is a marketing strategy that stimulates consumer demand to obtain product distribution

a purchase situation involving personal communication between two people

Message Channels can be media, salespeople, stores, news show, and social media

anything that interferes with, distorts, or slows down the transmission of information

promotional tactic based on a public relations or publicity model that gets customers talking about products or services

Promotion to inform is intended to stimulate interest in a new product.

the process for achieving promotional goals in terms of stages of consumer involvement with the message

Marketers are both senders and receivers of messages.

Promotion intended to remind is used during the maturity stage of the product lifecycle.

Mass Communication is the communication of a concept or message to large audiences

Persuasive promotion is intended to convince someone to buy a specific product.

impersonal, one-way mass communication about a product or organization that is paid for by a marketer

the conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs

communication by marketers that informs, persuades, and reminds potential buyers of a product

A channel is a medium of communication—such as a voice, radio, or newspaper—for transmitting a message

interpretation of the language and symbols sent by the source through a channel

Interpersonal Communication is direct, face-to-face communication between two or more people

plan for use of elements of promotion: advertising, public relations, personal selling, sales promotion, social media

Publicity is public information about a company, product, service, or issue appearing in the mass media as a news item

Noise can interfere in what steps of the Communication Process?

In addition to sales promotion and social media, what are tools in the promotional mix?

coordination of promo messages for a product or a service to ensure the consistency of messages at every touchpoint

Promotional connection advertising is intended to build relationships with consumer, that then lead to purchases

In addition to social media analytics, a Feedback Channel can be

mkt strategy that uses aggressive methods to convince stores to carry and sell merchandise

What does AIDA stand for?

the originator of the message in the communication process

based on brands becoming publishers of their own content in order to maximize the brands’ value to customers

Public Relations is the marketing function that...

feedback is the receiver’s response to a message

Paid Media is based on the traditional advertising model, whereby a brand pays for media space

A receiver is the person who decodes a message