Promotion 1
Promotion that focuses on a company rather than its products is called:
institutional promotion
A unified marketing message is called:
integrated marketing communications
____ is a promotion strategy that uses digital elements to communicate and interact with customers.
participatory marketing
The _______ is a series of actions by the sender and receiver of a message and the path the message follows.
communication process
A _____ is a combination of the elements used in a promotional campaign.
promotional mix
Person who has a message to communicate is called the:
sender
Aspect of an ad that grabs attention is called a(n):
hook
The coordination of marketing communications to achieve a specific goal is called a:
promotional campaign
A(n) _____ is a phrase or sentence that summarizes an essential part of a product or business.
tagline
_____ public relations is when a company presents itself in a positive manner to build an image.
proactive
A store exterior which reflects the image of the business is called the:
storefront
Applying communication skills that promote goodwill between a business and the public is called:
public relations
Coordinated series of linked ads with a single idea or theme is called a(n):
advertising campaign
press release
_____ uses logic to change a belief or get people to take a certain action.
persuasion
The _____ is part of an advertisement that is designed to grab attention so viewers will read the rest of the ad.
headline
Advertising found on public transportation is called _____ promotion.
transit
brand name
The particular style of printed letters and numbers is the:
typeface
Identifies the person or company paying for an ad.
signature
Promoting specific products or services is called:
product promotion
Arrangement of the headline, copy, and art on a page is called:
layout
____ are created to track and evaluate promotion activities.
metrics
Blank areas on a layout page where there is no art or copy is:
white space
In typography, _______ refers to the thickness and slant of letters.
weight
A(n) _______ is a statement summarizing the features and benefits of the company or product, how it differs from the competition, and how it is better than the competition.
unique selling proposition
The receiver's response to the sender and concludes the communication process is called:
feedback
Translation of a message into terms that the receiver can understand is called:
decoding
Print that appears in everyday life is _____ print.
environmental
A person who reads, hears, or sees the message is the _____.
receiver
Ad text that provides information and sells the product is called:
copy
______ is the visual aspect of the words printed on a page.
typography
The _____ is how a message is transmitted.
channel
Non-personal communication paid for by an identified sponsor.
advertising
Process of turning the idea for a message into symbols that can be communicated is called:
encoding