EXAM 3 STUDY GUIDE - MKTG 2500 QUESTIONS AND ANSWERS
VERIFIED
integrated marketing communication
consistent message between all communication channels to avoid confusion
communication process
describes how a message is transmitted from a sender to a receiver
sender
starts the communication process by transmitting a message
receiver
the person who receives the message and interprets the message
noise
results from distractions such as competing messages, poor clarity of the messages, or
an ineffective communication method.
Encoding
the transformation of the sender's ideas and information into a message that usually
includes words, symbols, and/or pictures
Decoding
how the receiver perceives and interprets the sender's message
Feedback
is communication from the receiver to the sender
promotion mix
, combination of tools used by marketers to promote goods, services, and ideas and to
accomplish their communication objectives
the basic elements of a promotional mix
advertising, sales promotion, public relations, personal selling
Objective measures
reflect statistics that can be gathered from the firm's internal data, such as sales
revenue, gross profit, and total expenses.
Subjective measures
rely on personal evaluations of the sales person's performance based on observation by
managers and executives, for example, job knowledge, sales territory ,and customer
relationships.
Paid search
is online advertising in which a company pays to be a sponsored result of a customer's
web search.
paid stories
are ads that appear as content designed to look like stories to the viewer.
Paid display advertising
includes everything from banner ads to YouTube video advertising
product-focused shopping
either replacing an existing product or purchasing a product that has been chosen for
them—a textbook, for example
browsing
not really looking to make a purchase
VERIFIED
integrated marketing communication
consistent message between all communication channels to avoid confusion
communication process
describes how a message is transmitted from a sender to a receiver
sender
starts the communication process by transmitting a message
receiver
the person who receives the message and interprets the message
noise
results from distractions such as competing messages, poor clarity of the messages, or
an ineffective communication method.
Encoding
the transformation of the sender's ideas and information into a message that usually
includes words, symbols, and/or pictures
Decoding
how the receiver perceives and interprets the sender's message
Feedback
is communication from the receiver to the sender
promotion mix
, combination of tools used by marketers to promote goods, services, and ideas and to
accomplish their communication objectives
the basic elements of a promotional mix
advertising, sales promotion, public relations, personal selling
Objective measures
reflect statistics that can be gathered from the firm's internal data, such as sales
revenue, gross profit, and total expenses.
Subjective measures
rely on personal evaluations of the sales person's performance based on observation by
managers and executives, for example, job knowledge, sales territory ,and customer
relationships.
Paid search
is online advertising in which a company pays to be a sponsored result of a customer's
web search.
paid stories
are ads that appear as content designed to look like stories to the viewer.
Paid display advertising
includes everything from banner ads to YouTube video advertising
product-focused shopping
either replacing an existing product or purchasing a product that has been chosen for
them—a textbook, for example
browsing
not really looking to make a purchase
