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100
The process?of conveying a message to others and requires six elements:?a source, a message, a channel?of communication, a receiver,?and the processes of encoding and decoding.
What is communication?
100
Any paid form?of nonpersonal communication?about an organization, good, service, or idea by an identified sponsor.
What is advertising?
100
Any paid form?of nonpersonal communication?about an organization, good, service, or idea by an identified sponsor.
What is advertising?
100
The average?number of times a person in the target audience is exposed to a message or an advertisement.
What is frequency?
100
The cost of reaching 1,000 individuals or households with?the advertising message in a given medium (M is the Roman numeral for 1,000).
What is CPM (cost per thousand)?
200
The combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.
What is the promotional mix?
200
A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.
What is public relations?
200
The number of different people or households exposed to an advertisement.
What is reach?
200
Advertisements that focus on selling a good or service and which take three forms:?(1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder.
What are product advertisements?
200
The percentage of households in a market that are tuned to a particular TV show or radio station.
What is a rating?
300
The concept of designing marketing communications programs?that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences.
What is IMC (integrated marketing communications)?
300
It is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation,?trial, and adoption.
What is the hierarchy of effects?
300
Advertisements designed to build goodwill or an image for an organization rather than promote?a specific good or service.
What are institutional advertisements?
300
Program-length (30-minute) advertisements that take an educational approach to communication with potential customers.
What are infomercials?
300
A reference number used by advertisers that is obtained by multiplying reach (expressed as?a percentage of the total market) by frequency.
What is GRP (gross rating points)?
400
It involves allocating funds to promotion by matching the competitor’s absolute level of spending or the proportion?per point of market share. Also called matching competitors or share of market.
What is competitive parity budgeting?
400
It involves allocating funds to?promotion whereby the company:?(1) determines its promotion objectives; (2) outlines the tasks to accomplish these objectives; and?(3) determines the promotion cost of performing these tasks.
What is objective and task budgeting?
400
Tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose.
What are posttests?
400
Advertising agencies that specialize?in one aspect of the advertising process such as providing creative services to develop the advertising copy or buying previously unpurchased media space.
What are limited-service agencies?
400
Company’s own advertising staff, who may provide full services or?a limited range of services.
What are in-house agencies?
500
It involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
What is a push strategy?
500
It involves directing the promotional mix at ultimate consumers to encourage them?to ask the retailer for a product.
What is a pull strategy?
500
Advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products.
What is cooperative advertising?
500
Sales tools?used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers.
What is trade-oriented sales promotions?
500
Sales tools used to support a company’s advertising and personal selling directed to ultimate consumers.
What is consumer-oriented sales promotion?