Archives
978-1133626176 Chapter 10
CHAPTER 10 Direct Marketing PPT 10-1 KEY TERMS direct marketing cost per inquiry (CPI) cost per order (CPO) mailing list internal lists external lists marketing database RFM analysis frequency-marketing programs cross-selling direct-response advertising direct mail telemarketing infomercial SUMMARY PPT 10-2 […]
978-1133626176 Chapter 11 Part 1
CHAPTER 11 Sales Promotion and Point of Purchase PPT 11-1 KEY TERMS sales promotion consumer-market sales promotion trade-market sales promotion business-market sales promotion coupon price-off deal premiums free premium self-liquidating premium advertising specialties contest sweepstakes sampling in-store sampling door-to-door sampling […]
978-1133626176 Chapter 11 Part 2
Chapter 11: Sales Promotion and Point of Purchase ❖ 12 A. Outdoor Signs and Billboards Billboards, posters, and outdoor signs are perhaps the oldest advertising form. Posters first appeared in North America during the Revolutionary War to keep the civilian […]
978-1133626176 Chapter 12
CHAPTER 12 Sponsorship, Product Placements, and Branded Entertainment PPT 12-1 KEY TERMS Madison & Vine Chaos Scenario event sponsorship media impressions leveraging product placement authenticity branded entertainment SUMMARY PPT 12-2 LO1 Explain the popularity of event sponsorship as a means […]
978-1133626176 Chapter 13
CHAPTER 13 Public Relations, Influencer Marketing, Social Media, and Corporate Advertising PPT 13-1 KEY TERMS public relations publicity proactive public relations strategy reactive public relations strategy public relations audit public relations plan influencer marketing social media buzz marketing viral marketing […]
978-1133626176 Chapter 14
CHAPTER 14 Personal Selling and Sales Management PPT 14-1 KEY TERMS personal selling customer relationship management (CRM) order taking creative selling team selling seminar selling system selling missionary salesperson detail salesperson canned presentation attention-interest-desire- action (AIDA) need satisfaction consultative selling […]
978-1133626176 Chapter 15
CHAPTER 15 Measuring the Effectiveness of Brand Promotions PPT 15-1 KEY TERMS promotion research reliability validity trustworthiness meaningfulness account planning naturalistic inquiry normative test scores resonance test communication test dummy advertising vehicles theater tests thought listing attitude change study physiological […]
978-1133626176 Chapter 2
CHAPTER 2 The Promotion Industry PPT 2-1 here KEY TERMS blog marketer client trade reseller advertising agency full-service agency creative boutique interactive agency in-house agency media specialists promotion agencies direct-marketing agency direct-response agency database agency fulfillment center infomercial e-commerce agency […]
978-1133626176 Chapter 3
CHAPTER 3 The Evolution of Promoting Brands PPT 3-1 here KEY TERMS Industrial Revolution principle of limited liability branding dailies consumer culture Pure Food and Drug Act Great Depression subliminal advertising creative revolution Action for Children’s Television (ACT) Federal Trade […]
978-1133626176 Chapter 4
CHAPTER 4 Understanding the Marketing Environment: Segmentation, Targeting, and Positioning PPT 4-1 here KEY TERMS target segment positioning positioning strategy STP marketing market segmentation heavy users nonusers brand-loyal users switchers, or variety seekers emergent consumers point-of-entry marketing demographic segmentation geodemographic […]
978-1133626176 Chapter 5
CHAPTER 5 Understanding Buyer Behavior and the Communication Process PPT 5-1 here KEY TERMS consumer behavior need state functional benefits emotional benefits internal search consideration set external search evaluative criteria customer satisfaction cognitive dissonance involvement extended problem solving limited problem […]
978-1133626176 Chapter 6 Part 1
CHAPTER 6 The Regulatory and Ethical Environment of Promotions PPT 6-1 KEY TERMS ethics deception puffery primary demand unfair advertising vertical cooperative advertising comparison advertisements monopoly power advertising substantiation program consent order cease-and-desist order affirmative disclosure corrective advertising celebrity endorsements […]
978-1133626176 Chapter 6 Part 2
Chapter 6: The Regulatory and Ethical Environment of Promotions ❖ 12t E. Internet Self-Regulation • As of publication, no industry-wide trade association has emerged to set guidelines or code of conduct. • Global Business Dialog on Electronic Commerce (GBDe) is […]
978-1133626176 Chapter 7
CHAPTER 7 The International Market Environment for Brand Promotion PPT 7-1 KEY TERMS international brand promotion ethnocentrism self-reference criterion (SRC) less-developed countries newly industrialized countries highly industrialized countries demographic dividend picturing global agencies international affiliates local agency globalized campaigns localized […]
978-1133626176 Chapter 8
CHAPTER 8 Messaging and Media Strategies PPT 8-1 KEY TERMS creativity creative brief interpersonal abrasion account executive cognitive style brainstorming account team creative abrasion SUMMARY PPT 8-2 LO1 Describe the characteristics of great creative minds. How we recognize and define […]
978-1133626176 Chapter 9
CHAPTER 9 The Internet PPT 9-1 KEY TERMS Internet opt-in email spam Usenet World Wide Web (WWW) surfing search engine portal website mash-up blog blogger click-through cost per thousand (CPM) paid search search engine optimization (SEO) display/banner ads sponsorship pop-up […]
978-1133626176 Test Bank Chapter 1
Chapter 1 – The World of Integrated Marketing Communication TRUE/FALSE 1. A company that markets a vitamin supplement produces a commercial that has the stated purpose of simply delivering straight information about the product. It is still an attempt to […]
978-1133626176 Test Bank Chapter 10
Chapter 10 – Direct Marketing and Personal Selling TRUE/FALSE 1. Direct marketing is an interactive system that uses one or more advertising media to effect a measurable response at any location. ANS: T PTS: 1 DIF: Easy REF: p. 202 […]
978-1133626176 Test Bank Chapter 11
Chapter 11 – Sales Promotion and Point of Purchase TRUE/FALSE 1. Sales promotion is the use of incentive techniques that create a perception of greater brand value among consumers, the trade and business buyers. ANS: T PTS: 1 DIF: Easy […]
978-1133626176 Test Bank Chapter 12
Chapter 12 – Sponsorship, Product Placements, and Branded Entertainment TRUE/FALSE 1. The consumer question that launched Proctor & Gamble’s hugely successful Charmin Restrooms IMC effort in Times Square in 2006 was “Where’s the beef?” ANS: F PTS: 1 DIF: Easy […]
978-1133626176 Test Bank Chapter 13
Chapter 13 – Public Relations, Influencer Marketing, Social Media, and Corporate Advertising TRUE/FALSE 1. The primary focus of public relations is to use unpaid media to create communications that will ultimately result in increased sales. ANS: F PTS: 1 DIF: […]
978-1133626176 Test Bank Chapter 14
part. Chapter 14 – Personal Selling and Sales Management TRUE/FALSE 1. One role of personal selling is to get consumers to buy things they may not need but can be induced to want. ANS: F PTS: 1 DIF: Moderate REF: […]
978-1133626176 Test Bank Chapter 15
part. Chapter 15 – Measuring the Effectiveness of Brand Promotions TRUE/FALSE 1. The difference between marketing research and promotion research is that promotion research focuses on the placement of promotion materials. ANS: F PTS: 1 DIF: Moderate REF: p. 308 […]
978-1133626176 Test Bank Chapter 2
Chapter 2 – The Promotion Industry TRUE/FALSE 1. While many facets of advertising have undergone a great deal of change since the early days of advertising, the goal of the industry has remained constant. ANS: T PTS: 1 DIF: Easy […]
978-1133626176 Test Bank Chapter 3
Chapter 3 – The Evolution of Promoting Brands TRUE/FALSE 1. A capitalistic requires advertising for economic success. ANS: F PTS: 1 DIF: Easy REF: p. 47 OBJ: 3-1 2. The Industrial Revolution led to mass production of advertising materials. ANS: […]
978-1133626176 Test Bank Chapter 4
Chapter 4 – Understanding the Marketing Environment: Segmentation, Targeting, and Positioning TRUE/FALSE 1. STP marketing includes segmenting, targeting, and positioning. ANS: T PTS: 1 DIF: Easy REF: p. 69 OBJ: 4-1 2. Success from applying the STP framework is often […]
978-1133626176 Test Bank Chapter 5
Chapter 5 – Understanding Buyer Behavior and the Communication Process TRUE/FALSE 1. When researchers study consumer behavior, they study a process that begins with the perception of a need and ends with the post-purchase product evaluation. ANS: T PTS: 1 […]
978-1133626176 Test Bank Chapter 6
Chapter 6 – The Regulatory and Ethical Environment of Promotions TRUE/FALSE 1. Critics of advertising maintain that society is not better off with advertising because it “shuffles existing total demand” rather than expanding total demand that would stimulate the economy. […]
978-1133626176 Test Bank Chapter 7
Chapter 7 – The International Market Environment for Brand Promotion TRUE/FALSE 1. Ethnocentrism is the term used to describe each individual’s tendency to view and value things from the perspective of one’s own cultures. ANS: T PTS: 1 DIF: Easy […]
978-1133626176 Test Bank Chapter 8
Chapter 8 – Messaging and Media Strategies TRUE/FALSE 1. Creativity is the same no matter what the domain: the ability to consider and hold together seemingly inconsistent elements and forces. ANS: T PTS: 1 DIF: Moderate REF: p. 160 OBJ: […]
978-1133626176 Test Bank Chapter 9
Chapter 9 – The Internet TRUE/FALSE 1. The over 1.8 billion users of the World Wide Web today represent the majority of the world’s consumer population. This is particularly true in developing nations. 2. T ANS: F PTS: 1 DIF: […]
Chapter 1 Primary Demand Stimulation
CHAPTER 1 The World of Integrated Marketing Communication PPT 1-1 here KEY TERMS promotion promotional mix advertising client or sponsor integrated marketing communication (IMC) advertisement advertising campaign audience target audience household consumers members of business organizations members of a trade […]