Term
| What are the 6 elements required for communication to occur? |
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Definition
- source
- message
- channel of communication
- receiver
- processes of encoding & decoding
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Term
| A difficulty for US companies advertising in international markets is that the audience does not share the same __________________? |
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Definition
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Term
| A misprint in a newspaper ad is an example of ___________? |
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Definition
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Term
| What is the difference between advertising & publicity? |
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Definition
advertising is paid for - firm can control what, to whom, and when of message.
Publiciity is not paid or is indirectly paid for - firm has little to no control over what is said when - can only make suggestions or try to persuade |
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Term
| Cost per contact is high with the ________________ elecment of the promotional mix. |
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Definition
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Term
| Which promotional element should only be offered on a short-term basis? |
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Definition
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Term
| What are the 5 promotional elements? |
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Definition
- Advertising
- personal selling
- public relations
- sales promotion
- direction marketing
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Term
| What are the 4 stages of the product life cycle? |
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Definition
- Introduction Stage
- Growth Stage
- Maturity Stage
- Decline Stage
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Term
| What are the 3 stages of the consumer purchase decision process? |
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Definition
- Prepurchase Stage
- Purchase Stage
- Postpurchase Stage
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Term
| At what stage in the consumer purchase decision process is personal selling most important? |
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Definition
The purchase stage.
provide sales assistance & negotiate terms of the sale |
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Term
| What is the difference between a push and a pull strategy? |
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Definition
Push strategy - firm encourages distribution channels (retailers) directly to buy and stock products
Pull strategy - firm encourages end consumer to increase demand from retailers |
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Term
| What are the characteristics of good promotion objectives? |
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Definition
- well-defined target audience
- measurable
- cover a specified time period
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Term
| What is the weakness of % of sales budgeting approach? |
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Definition
Sales do not cause promotion - promotion causes sales.
If sales decline due to downturn in economy the by % of sales the promotion budget would be reduced just when it was most crucial. |
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Term
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Definition
| Integrated Marketing Communication - marketing communication that coordinates all promotional activities to provide a consistent message across all audiences |
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Term
| How have advertising agencies facilitated the use of IMC programs? |
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Definition
- total communications solution
- long-term perspective
- IMC audit
- Monitor consumer content, respond to inconsistent messages
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Term
| The ability to design and use direct marketing programs has increased with the availability of _______________ and _______________. |
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Definition
| Consumer information databases; new printing technologies |
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Term
| What are the 3 types of responses generated by direct marketing activities? |
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Definition
- Direct orders
- lead generation
- traffic generation
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Term
| What is the Heirarchy of Effects? |
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Definition
Sequence of stages a prospective buyer goes through
- Awareness
- Interest
- Evaluation
- Trial
- Adoption
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