Upgrade to remove ads Show Only ₩37,125/year
Review terms and definitions
Focus your studying with a path
Take a practice test
Get faster at matching terms Fall 2020 Terms in this set (46)A firm decides to coordinate the various promotional mix elements in order to provide its consumers with a clear and consistent message about its products. This firm is engaged in ______. integrated marketing communications Decoding occurs at which stage of the communication process? When a consumer receives the message From the following list, select all of the actions firms must take to successfully get their marketing message across to consumers. * Ensure their message stands out. * Understand the communication process. A disruption that interferes with the successful transmission of a message is called __________. noise Marketers, acting as senders, communicate with consumers by ______. encoding their ideas into easily understood messages To coordinate the various promotional mix elements and provide customers with a clear and consistent message, firms use a(n) __________ marketing communications strategy. integrated Marketing communication methods are designed to deliver messages ______ to consumers. efficiently Put the steps of the traditional communication process in order, with the first step at the top and the last step at the bottom. 1. The sender encodes the message. 2. The message goes through the channel. 3. The receiver decodes the message. 4. The receiver sends feedback to the sender. According to the American Marketing Association, __________ marketing is the total number of activities a seller engages in to encourage the exchange of goods and services with the buyer. direct The transmission of a message from a sender to a receiver is part of the ______ process. communication What do marketers call a disruption in the transmission of a message caused by distractions such as competing messages, poor clarity of the messages, or an ineffective communication method? Noise On which day of the week are e-mails most likely to be opened? Monday The transformation of the sender's ideas and information into a message that typically includes words, symbols, and/or pictures is known as ______. If a marketer's message is ______, it can result in few positive responses from consumers. encoding; confusing A firm's direct marketing campaign can lead to a variety of beneficial customer responses, such as ______. registering for further information For marketers, the U.S. Postal Service represents a(n) ______ communication method. reliable Marketers communicate the value of their products by using distinct elements of the __________ mix, such as advertising and public relations. promotional What is defined as the total number of activities a seller engages in to encourage the exchange of goods and services with the buyer? Direct marketing What is the typical response rate for direct mail? Less than 5% Advertising, sales promotion, public relations, and personal selling are all aspects of ______. the promotional mix Select all of the benefits of direct marketing for firms. * The ability to test the appeal of a product or service * An increase in sales * The development of new customer relationships * The ability to test different marketing message elements Each of the promotional mix elements can ______. For example, ______ is used to promote positive relationships between stakeholders and a firm. exert influence on different target market segments; public relations What is the combination of tools used by marketers to promote goods, services, and ideas and to accomplish their communication objectives? The promotional mix In direct marketing, the seller communicates with the target audience using one or more forms of media to ______. solicit a response from a prospect or customer From the following list, select all of the elements of the promotional mix that are commonly measured for effectiveness. * Advertising * Public Relations * Sales Promotion * Personal Selling Which element of the promotional mix generally has the least direct impact on the success of any single product? Public relations Marketers use different elements of the __________ mix, such as advertising or sales promotion, to communicate messages based on what product they are promoting. promotional What does a pretest give marketers? A baseline measurement of product awareness Marketers communicate the value of their products by using distinct elements of the ___________ mix, such as advertising and public relations. promotional According to the American Marketing Association, ___________ marketing is the total number of activities a seller engages in to encourage the exchange of goods and services with the buyer. direct Companies most often offer product trials at ______. Such trials afford marketers the opportunity to compare sales at specific locations before and after the promotion to determine the ______ of the trials. grocery stores; effectiveness Measuring the promotional success for each element of an integrated marketing communications campaign starts with ______. When it comes to measuring the effectiveness of an advertising campaign, it is important for a company to do so ______. setting clear marketing objectives; before the campaign begins and after it ends From the following list, select all of the subjective measures used to gauge public relations effectiveness. * Goodwill * Corporate image * Brand awareness Frito-Lay overcame the difficulties of evaluating the effectiveness of its national sales force by doing which of the following? Focusing on a variety of sales outcomes Which of these statements about a posttest is true? It is used along with a pretest to determine the effectiveness of an advertising campaign Marketers must run tests to make sure their messages ______. reflect the intended purpose Select all of the statements that are true about how marketers break through noise. * As viewers migrate to digital and mobile formats, more and more firms are running extremely short advertisements. * Some streaming platforms allow consumers to order directly through the advertisements by linking accounts to Amazon, Google, or Apple. * Marketers collect data to find innovative ways to deliver their message to consumers. The effectiveness of sales promotions is ______ than other aspects of the promotion mix. This is because sales promotions ______. easier to measure; rely on coupons and rebates that can be tracked The effectiveness of public relations is ______. This is due in part to the fact that public relations activities ______. difficult to measure; do not directly contribute to product success A consumer typically needs to view a marketing message at least __________ times before arriving at a purchasing decision. three Select all of the elements that researchers test consumers' responses to when conducting market testing. * Images * Words * Phrases * Celebrities * Music Match each level of consumer engagement with the specific communication method that best addresses it. No items may be used more than once. * Passive Engagement - A jingle on the radio. * Moderate Engagement - A pop-up video. * High Engagement - A booklet. What is a proven effective technique for making a company's advertising stand out from all the noise? Switching from 30-second ads aimed at a general audience to individualized 2-second ads Companies like Nielsen and Mediamark collect and provide firms with data specifically related to ______. audience size One of the difficulties in measuring the effectiveness of integrated marketing communications (IMC) is the fact that ______. the elements of the promotional mix are difficult to isolate and analyze Match each communication method with the level of consumer engagement that best describes it. No items may be used more than once. * Audio - The most passive. * Video - Moderately passive * Print - The least passive Select all of the examples of data that Nielsen might provide to a firm. * "Total national viewership during your commercial slot was 12 million people." * "One million people in the Midwest saw your ad last night." * "Your largest audience consisted of adult males." Sets with similar termsMkt ch2519 terms JaredPierce mktg ch 1736 terms fether_manziel Chapter 15—Marketing Communications169 terms quizlette6282371 Chapter 17: MKT 30134 terms krystallei Sets found in the same folderBAS 282: Digital Marketing: SmartBook64 terms BCKEdwards BAS 282: Customer Relationship Management: SmartBo…54 terms BCKEdwards BAS 282: Segmentation: SmartBook51 terms BCKEdwards BAS 282: Retailing & Omnichannel Marketing: SmartB…61 terms BCKEdwards Other sets by this creatorCRJ 100: Chapter 1320 terms BCKEdwards CRJ 100: Quiz: Ch. 10-1350 terms BCKEdwards CRJ 100: Chapter 1220 terms BCKEdwards CRJ 100: Chapter 1120 terms BCKEdwards Verified questions
QUESTION What does double taxation of corporate income mean? Could income ever be subject to triple taxation? Explain your answer. Verified answer
QUESTION What are the various forms of business organization? What are the advantages and disadvantages of each? Verified answer
QUESTION Pasha Corporation produces motorcycle batteries. Pasha turns out 1,400 batteries a day at a cost of $7 per battery for materials and labor. It takes the firm 22 days to convert raw materials into a battery. Pasha allows its customers 40 days in which to pay for the batteries, and the firm generally pays its suppliers in 30 days. a. What is the length of Pasha’s cash conversion cycle? b. At a steady state in which Pasha produces 1,400 batteries a day, what amount of working capital must it finance? c. By what amount could Pasha reduce its working capital financing needs if it was able to stretch its payables deferral period to 33 days? d. Pasha’s management is trying to analyze the effect of a proposed new production process on its working capital investment. The new production process would allow Pasha to decrease its inventory conversion period to 17 days and to increase its daily production to 2,400 batteries. However, the new process would cause the cost of materials and labor to increase to$12. Assuming the change does not affect the average collection period (40 days) or the payables deferral period (30 days), what will be the length of its cash conversion cycle and its working capital financing requirement if the new production process is implemented? Verified answer QUESTION Holtzman Clothiers’s stock currently sells for $38.00 a share. It just paid a dividend of$2.00 a share (i.e., $\left.\mathrm{D}_{0}=\$ 2.00\right)$. The dividend is expected to grow at a constant rate of 5% a year. What stock price is expected 1 year from now? What is the required rate of return? Verified answer Other Quizlet sets
Exam Review145 terms natalieb1995 Psoriasis Therapeutics151 terms Sahil_MaliekalPLUS ENGL 525 Final16 terms Djhdndkk VT120 Radiology Part 171 terms LeonaRVT95 Related questionsQUESTION What can be used to help determine how paid advertising is implemented over a specific period of time? 7 answers QUESTION A firm that sends email updates to customers about new products is engaging in personal selling. 13 answers QUESTION : Here payment occurs for single access to a document, video wwhich can be downloaded. It may or may not be protected with a password or digital rights management. 5 answers QUESTION T/F A great example of guerilla marketing was an augmented reality campaign by National Geographic that brought commuters face-to-face with digitally projected 3-D raptors. 2 answers What is the first component in the communication process?All communication begins with the sender. The first step the sender is faced with involves the encoding process. In order to convey meaning, the sender must begin encoding, which means translating information into a message in the form of symbols that represent ideas or concepts.
Who is the originator of the message in the communication process?The originator of the message in the communication process is the sender. The sender conveys the message to a receiver.
What is the first component of the AIDA model?The steps involved in an AIDA model are: Attention: The first step in marketing or advertising is to consider how to attract the attention of consumers. Interest: Once the consumer is aware that the product or service exists, the business must work on increasing the potential customer's interest level.
What media are being used to communicate the promotion?Advertising. involves paying to disseminate a message that identifies a brand (product or service) or an organization being promoted to many people at one time. The typical media that organizations utilize for advertising of course include television, magazines, newspapers, the Internet, direct mail, and radio.
|
Before communicating a message to consumers what must marketers as senders of that message do first
zusammenhängende Posts
Urheberrechte © © 2024 decemle Inc.
