is 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

Integrated marketing communications (IMC)

is the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences

is any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

consists of the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.

a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products or services.

is a nonpersonal, indirectly paid presentation of an organization, product, or service.

is a short-term inducement of value offered to arouse interest in buying a product or service.

is 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.

involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

involves directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.

is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action that includes awareness, interest, evaluation, trial, and adoption.

is the outcome of a direct marketing offer designed to motivate people to visit a business.

is the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information

are the result of a direct marketing offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.

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chap 18

exam 4

Question	Answer
promotional mix	is 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
Integrated marketing communications (IMC)	is the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences
Advertising	is any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
Personal selling	consists of the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.
Public relations	a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products or services.
Publicity	is a nonpersonal, indirectly paid presentation of an organization, product, or service.
sales promotion	is a short-term inducement of value offered to arouse interest in buying a product or service.
direct marketing	is 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.
push strategy	involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
pull strategy	involves directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.
hierarchy of effects	is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action that includes awareness, interest, evaluation, trial, and adoption.
Traffic generation	is the outcome of a direct marketing offer designed to motivate people to visit a business.
Lead generation	is the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information
direct orders	are the result of a direct marketing offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.

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