MGMT 250: Chapter 17

Promotional mix refers to
the combination of one or more communication tools used to inform prospective buyers about the beneftis of the product, persuade them to try it, and remind them la about the benefits htey enjoys by using the product
the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as
integrated marketing communications
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 – is referred to as
communication
The ___ includes advertising, personal selling, sales promotion, public relations, and direct marketing
promotional mix
Mailing in of the postcard with a request for further information is an example of
a response
In communication process, noise refers to
extraneous factors that can work against effective communication by distorting a message or the feedback recieved during the communication process
In marketing context, message refers to
the information sent by a source to a receiver during the communication process
Which of the following statements about advertising is most accurate?
through advertising, a company can control what it says and, to some extent, to whom the message is sent
The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision is referred to as
personal selling
Any form of communication management that seeks to influence the feelings, opinions, or beliefs of held by customers, prospective customers, stockholders, supplies, employees, and other public about a company and its products or services is referred to as
public relations
Advertising refers to
any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
Coupons, rebates, samples, and sweepstakes are all examples of
sales promotions
direct marketing refers to
a promotional alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retial outlet
All of the following factors are used to balance the use of the promotional mix elements except
the different departments responsible for implementing the sales promotion strategy and tactics
a restaurant review published in the local newspaper is an example of
publicity
all products go through a product life cycle or ___ stages: __
four; introduction, growth, maturity, and decline