Chapter 14: IMC Strategy and Direct Marketing

promotion is intended to inform, persuade, and ______
remind
this category of promotion is kind of a “catch all” term
sales promotion
Integrated Marketing Communications (IMC) aims to create a _______ effect
synergetic
communication originates with a _________ who wishes to share something with someone else
source
to share a thought, a source must _______ a message
encode
what is the basic theme of a message?
appeal
what is the manner of the message presentation called?
structure
advertising is paid for, non personal and has an…
identified sponsor
what does IMC stand for?
integrated marketing communications
what does IMC aim to build?
relationships with consumers
focusing promotion on the consumer end will help ____ a product through the channel
pull
IMC tries to break through message ______
clutter
what is a common budget setting technique?
percent of sales
the audience must ____ a message
decode
what is the first task in the hierarchy of effects model (like AIDA)?
make the market aware of brand
what is interference in the communications process called?
noise
using projected cash flow to help set a budget is known as the
affordable approach
focusing promotion on intermediaries, encouraging them to carry a product is a
push strategy
the return flow of communication
feedback
the main purpose of a promotional corporate website is to build customer-
goodwill
an avantage of direct marketing is that it offers access to ____ beyond the local level
customers
direct marketing usually seeks a direct immediate and ____ consumer response
measurable
a type of database that is generally more reliable than an external list bought elsewhere
house list
direct marketing is a powerful tool to build-
customer relationships
a benefit of direct marketing that allows consumers to (shop at odd hours, at home)
convenience
forms of direct marketing involve personal selling, ____ mail, catalog, telephone, direct-response tv, kiosk, online and digital
direct