Term
| All the groups of people with which a company or organization interacts such as employees, media, community groups, shareholders, and so forth are known as ________ |
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Definition
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Term
| Another term for publics is ________, which refers more specifically to people who have a stake, financial or not, in a company or organization |
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Definition
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Term
| The types of organizations that practice public relations? |
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Definition
| companies, governments, trade and professional associations, nonprofit organizations, thetravel and tourism industry, educational systems, labor unions, politicians, organized sports and the media |
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Term
| Important people who influence the opinions of others are known as ________ |
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Definition
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Term
________ is a perception based on messages delivered by advertising and other marketing
communication tools, whereas ________ is based on an organization's actual behavior |
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Definition
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Term
| An area in which public relations and advertising differ? |
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Definition
| advertising focuses on creating consumer awareness and motivation that delivers sales where PR focuses on image and reputation. they differ specifically in: media use, control, and credibility |
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Term
| ommunication efforts with consumer or activist groups that seek to influence government policies are known as ________ |
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Definition
| Lobbying or Issue management |
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Term
| What corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization? |
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Definition
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Term
| The process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers is called |
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Definition
| Marketing Public Relations |
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Term
| What is used to assess the internal and external PR environment that affects the organization's audiences, objectives, competitors, and past results? |
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Definition
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Term
| What group is made up of those who are unaware of their connection to an organization regarding some particular problem? |
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Definition
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Term
| Public relations tools are divided into which two categories? |
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Definition
| Controlled media and uncontrolled media |
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Term
| Ads for charitable and civic organizations that run free of charge on television or radio or in print media are known as ________ |
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Definition
| Public Service Announcements (PSAs) |
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Term
| A ________ is a single event at which a company spokesperson makes a statement to media representatives |
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Definition
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Term
| Public relations practitioners track the impact of a campaign in terms of ________ |
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Definition
| output (how many news releases led to stories or mentions in news stories) and outcome (attitude or behavior change) |
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Term
| The practice of public service marketing is _____________ |
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Definition
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Term
| A gap analysis is used to __________ |
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Definition
| measure differences in perceptions and attitudes between groups or between the organization and its publics |
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Term
| Public relations objectives are designed to make changes in the public's _________, _________ and __________ related to a company |
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Definition
| Knowledge, Attitude, Behavior |
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Term
| What is the focus of most direct marketing communications? |
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Definition
| to generate immediate responses |
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Term
| There are four main key players in direct-response marketing communication which are ____ |
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Definition
1. marketers who use direct response to sell products or services
2. agencies that specialize in direct response advertising
3. phone, mail, or internet media that deliver messages
4. consumers who are the recipients of the information and sometimes initiators of the contact |
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Term
| Which type of agency is responsible for making sure consumers receive whatever they request in a timely manner, be it a catalog, additional information, or the product itself |
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Definition
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Term
| Which basic objective of direct marketing involves attempting to motivate customers to visit an event or retail outlet? |
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Definition
| To create sales or some other action |
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Term
Direct marketers have identified the three criteria of RFM to predict who is most likely to
repurchase. RFM stands for |
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Definition
| Recency, Frequency, Monetary |
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Term
| ________ is a technique of mining the information in databases to uncover prospective buyers whose characteristics match those of user |
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Definition
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Term
| Which type of offer is designed to gather leads, answer consumer questions, drive visits to a store, or set up appointments? |
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Definition
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Term
| What is the original and most effective form of direct marketing? |
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Definition
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Term
| What are the advantages of direct mail? |
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Definition
| tells a story, engages attention, personalizes the message, builds in feedback, reaches the unreachable |
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Term
| What is the purpose of the national Do Not Call Registry? |
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Definition
| to keep telemarketers from calling those who don’t want to be called, privacy etc. |
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Term
| A two-step offer is designed to ____ |
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Definition
gather leads, answer consumer questions, set up
appointments, and drive customers to a website or retail store |
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Term
| Permission marketing gives customers an opportunity to opt-out of ______ |
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Definition
| receiving further emails from a business |
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Term
| Direct-response marketing is a growth area because it is easy to evaluate its _________ |
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Definition
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Term
| Appropriate media for direct-response advertising |
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Definition
Direct-response advertising in print and broadcast media, and the Internet and other new
forms of media |
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Term
| Who are the typical target audience of sales promotion? |
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Definition
| Consumers, sales representatives, and the trade(distributors, retailers, dealers) |
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Term
| What is the ultimate goal of sales promotion? |
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Definition
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Term
Through the process of ________, results derived from a promotion can be estimated and
compared with the projected cost of the effort |
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Definition
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Term
| What are the reasons for the growth of sales promotion? |
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Definition
| Faster payback than advertising, easy to evaluate effectiveness, easier computation of ROI |
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Term
| Types of consumer promotion? |
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Definition
| price deals, refunds and rebates, sampling, premiums, coupons, contests and sweepstakes, specialties |
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Term
| A temporary price reduction or a sale price is known as a ________ |
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Definition
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Term
| The two types of coupons? |
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Definition
| Retailer- and Manufacturer-sponsored Coupons |
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Term
________ require participants to compete for a prize or prizes based on some sort of skill or
ability |
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Definition
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Term
| Types of trade promotion? |
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Definition
retailer (dealer) kits, trade incentives and deals, contests,
point-of-purchase promotions, trade shows and exhibits |
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Term
| A manufacturer-designed display distributed to retailers who use it to call their customers' attention to product promotions is known as a ________ |
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Definition
| point-of-purchase material |
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Term
| Type of trade promotion that rewards a reseller financially for purchase of a certain level of a product or support of a promotion? |
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Definition
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Term
| Trade promotions are most important in which of the following types of strategies? |
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Definition
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Term
| Manufacturers may offer a(n) ________ in return for the retailer's agreement to feature the manufacturer's products in its advertising. |
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Definition
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Term
| ________ occurs when companies support an event either financially or by donating supplies and services |
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Definition
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Term
| Types of sponsorship & event marketing? |
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Definition
| Sports sponsorships, entertainment tours & attractions; festivals, fairs; cause marketing |
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Term
| Sales promotion not only targets consumers, but intermediaries and _____________ as well. |
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Definition
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Term
Shoppers today are ____________ brand loyal, so promotion incentives have to provide
substantial incentives to encourage brand switching |
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Definition
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Term
| Rebate and refund mean basically the same thing. |
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Definition
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Term
| Loyalty programs that require membership are popular with marketers because they also generate information for ______________ |
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Definition
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Term
| Total communication over the life of a brand is referred to as __________ |
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Definition
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Term
| Increasing immediate sales, attracting attention at decision points, creating interest, stimulating urgency, and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________ |
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Definition
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Term
| One goal of integration is ________, making all of the marketing communications work together so that the whole is greater than the sum of its parts |
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Definition
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Term
| Retail food and drug chains are increasingly giving more promotional support to their own _________, also called private-label brands |
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Definition
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Term
| What is the primary objective of retail advertising? |
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Definition
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Term
| Discounters like Target and Walmart use a(n) ________ strategy that suggests they offer the best quality for that price level |
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Definition
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Term
| Time left at the end of a radio or television spot or space left at the bottom of print materials where the local store is mentioned is known as a(n) ________ |
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Definition
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Term
| What is the most common method of communicating with business buyers? |
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Definition
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Term
| Types of business-to-business advertising? |
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Definition
General Business and Trade Publications, Directory Advertising, Consumer Media, The
Internet and B2B, B2B Direct Marketing |
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Term
| Advertising directed at a group of mostly white-collar workers, such as lawyers, accountants, technology consultants, doctors, teachers, and advertising and marketing specialists, is known as ________ |
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Definition
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Term
| One activity that almost all nonprofits do is fund-raising, sometimes called ________. |
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Definition
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Term
| The execution of a global campaign is usually (more or less) complex than a national plan. |
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Definition
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Term
| The localization school of thought in the global versus local debate contends that differences between countries include |
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Definition
| local culture, stage of economic & industrial development, stage of life cycle, media availability, research availability and legal restrictions |
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Term
| Categories of work that gets evaluated in advertising and marketing communication programs? |
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Definition
1. message execution
2. media
3. campaign
4. other marketing communication areas and their synergistic effect as part of an IMC program |
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Term
| Evaluation is done through testing, monitoring, and measurement. Testing is used to ________ |
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Definition
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Term
| Which type of evaluation research uses pretesting to estimate the likelihood that an ad idea will work or that one idea is better than another? |
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Definition
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Term
| Type of research that evaluates the impact after the campaign is over or after the ad has run? |
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Definition
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Term
| __________ is a general term that describes various kinds of research used at different stages in the advertising development process - before, during, and after an ad or campaign has run. |
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Definition
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Term
| What compares the effectiveness of various message strategies and their creative ideas? |
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Definition
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Term
| ________ helps marketers to make final go/no-go decisions about finished or nearly finished ads by assessing the strength of the finished message and predicting how well it will perform. |
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Definition
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Term
| Which type of testing takes place while the advertising is actually running? |
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Definition
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Term
| Studies that periodically measure top-of-mind brand awareness are called _________ |
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Definition
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Term
| One way to measure memory is to show an advertisement to people and ask them whether they remember having seen it before. This is known as a(n) _______ test |
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Definition
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Term
| A type of memory test in which respondents are asked to report what they remember from the ad about the brand is known as a(n) _________ test |
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Definition
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Term
| The point at which the advertising, because it has been seen multiple times, no longer stimulates much of a response is called ________ |
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Definition
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Term
| "Do you remember seeing a commercial for wireless communication?" is an example of ____________ |
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Definition
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Term
| With respect to retail advertising, the results of traffic-building promotions and advertising are simple counts of transactions as well as the change in _________ of brands receiving promotional support. |
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Definition
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Term
| the number of leads that turn into customers who make a purchase is _________ |
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Definition
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