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Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, personal selling, direct marketing, and ____ _______.
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Communication refers to...
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Marketing Ch. 18

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QuestionAnswer
Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, personal selling, direct marketing, and ____ _______. sales promotion
Communication refers to... 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.
Encoding refers to... the process of having the sender transform an idea into a set of symbols during the communication process.
List communication errors 1."...", 2. correct message may be sent through the wrong channel and never make it to the receiver, 3. the receiver may not interpret it into the correct idea, or 4. feedback may be so delayed it is of no use to the sender the source may not adequately transform the abstract idea into an effective set of symbols
Extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process is referred to as ______. noise
Mass selling refers to... advertising, sales promotions, and public relations campaigns that are directed to large groups of consumers rather than using customized interaction.
Which of the following is an inherent weakness of advertising? difficult to receive good feedback
Special events, lobbying efforts, and annual reports for communication, are tools used by a(n) ______ _______department. public relations
Coupons, sweepstakes, rebates, and samples are all examples of tools used in ____ ______. sales promotion
The McDonald's Monopoly game is an example of which type of promotion? sales promotion
The importance of integrated marketing is becoming more and more apparent. Phones offer access to the Internet and social networks -an essential element as Generation Y members keep in touch with an average of __ "friends". 47
At which stage in the product life cycle would your promotional objective be to persuade the consumer to buy the product rather than substitutes? growth
With respect to promotional element decisions, a product's ancillary services refer to... the degree of service or support required after the sale.
Pharmaceutical companies historically marketed only to doctors. More recently they have spent millions of dollars to advertise prescriptions drugs directly to consumers. These pharmaceutical companies are using a(n) _____ strategy. pull
During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, __ __ ______, select the right promotional tools, and design the promotion. set the budget
Created by: ciarasafari
 

 



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