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Ch. 12.1 - Vocabulary
Test Description: Promotion/Advertising
Instructions: Answer all questions to get your test result.
1) Process of communicating with potential customers in an effort to influence their buying behavior.
A
institutional promotion
B
product promotion
C
persuasion
D
promotion
2) Promoting specific products.
A
product promotion
B
electronic promotion
C
promotion
D
promotional mix
3) Focuses on promoting the company rather than its products
A
product promotion
B
promotion
C
Institutional promotion
D
electronic promotion
4) Use of logic to change a belief or get people to take a certain action.
A
decoding
B
feedback
C
encoding
D
persuasion
5) Series of actions on the part of the sender and the receiver of a message and the path the message follows.
A
integrated marketing communications
B
communication process
C
persuasion
D
decoding
6) Person who has a message to communicate
A
sender
B
receiver
C
feedback
D
channel
7) Process of turning the idea for a message into symbols that can be communicated.
A
decoding
B
feedback
C
encoding
D
sender
8) How a message is transmitted
A
sender
B
channel
C
receiver
D
decoder
9) Person who reads, hears, or sees message.
A
sender
B
decoder
C
receiver
D
encoder
10) Translation of a message into terms that the receiver can understand.
A
decoding
B
sending
C
receiving
D
encoding
11) Recieiver's response to the sender; concludes the communication process.
A
feedback
B
encoding
C
decoding
D
advertising
12) Combination of the elements used in a promotional campaign.
A
promotional mix
B
promtion
C
institutional promotion
D
product promotion
13) Nonpersonal communication paid for by an identified sponsor.
A
advertising campaign
B
advertising
C
promotional campaign
D
promotional mix
14) Process of creating floor plans, displays, and fixtures to attract customer attention and encourage purchases.
A
visual merchandising
B
promotion
C
participatory marketing
D
advertising
15) Store exterior that reflects the image of the business.
A
visual merchandising
B
marquee
C
storefront
D
participatory marketing
16) Overhanging structure containing a sign at the entrance of the store.
A
marquee
B
storefront
C
participatory marketing
D
visual merchandising
17) Applying communication skills that promote goodwill between a business and the public.
A
press release
B
promotional campaign
C
feedback
D
public relations
18) Story featuring useful company information written by the company PR contact.
A
promotional campaign
B
public relations
C
electronic promotion
D
press release
19) Coordination of marketing communications to achieve a specific goal.
A
promotion
B
promotional campaign
C
product promotion
D
product campaign
20) Promotion strategy that uses multiple elements to communicate and interact with customers.
A
press release
B
public relations
C
participatory marketing
D
visual merchandising
*select an answer for all questions
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