16 Questions
What is the promotion mix?
The specific blend of promotion tools used to communicate customer value
Which of the following is an example of advertising?
A paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
What does sales promotion involve?
Discounts, coupons, displays, and demonstrations to encourage purchase or sale of a product or service
What is personal selling?
The personal interaction by the firm’s sales force for engaging customers and making sales
What does public relations involve?
Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling unfavorable rumors and events
What is direct and digital marketing?
Engaging directly with carefully targeted individual consumers and customer communities to obtain an immediate response and build lasting customer relationships
What is the process of putting thought into symbolic form called in the communication process?
Encoding
Who is the party sending the message to another party in the communication process?
Sender
What is the term for the reactions of the receiver after being exposed to the message in the communication process?
Response
What is the unplanned static or distortion during the communication process called?
Noise
What are marketers shifting away from as mass markets have fragmented?
Mass marketing
What involves carefully integrating and coordinating a company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products?
Integrated marketing communications
In what age are consumers better informed and more communications empowered, connecting easily with other consumers to exchange brand-related information or even create and communicate their own brand messages and experiences?
Digital age
What do many marketers view themselves as now, due to the blurring lines between traditional advertising and new digital content?
Content marketing managers
What do marketers seek in many cases as their communication objectives?
Purchase response
What has led to advances in digital technology, changing the ways how companies and customers communicate with each other?
'Old-media mainstays'
Test your knowledge of developing effective marketing communications, the promotion mix, 4Ps marketing mix, advertising, and sales promotion. This quiz covers the specific blend of promotion tools, persuasively communicating customer value, and building customer relationships.
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