Ch. 12.1 - Vocabulary Question Preview (ID: 46496)
Promotion/Advertising.
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Process of communicating with potential customers in an effort to influence their buying behavior.
a) promotion
b) product promotion
c) institutional promotion
d) persuasion
Promoting specific products.
a) product promotion
b) promotion
c) electronic promotion
d) promotional mix
Focuses on promoting the company rather than its products
a) Institutional promotion
b) promotion
c) product promotion
d) electronic promotion
Use of logic to change a belief or get people to take a certain action.
a) persuasion
b) encoding
c) decoding
d) feedback
Series of actions on the part of the sender and the receiver of a message and the path the message follows.
a) communication process
b) integrated marketing communications
c) persuasion
d) decoding
Person who has a message to communicate
a) sender
b) receiver
c) feedback
d) channel
Process of turning the idea for a message into symbols that can be communicated.
a) encoding
b) decoding
c) sender
d) feedback
How a message is transmitted
a) channel
b) sender
c) receiver
d) decoder
Person who reads, hears, or sees message.
a) receiver
b) sender
c) encoder
d) decoder
Translation of a message into terms that the receiver can understand.
a) decoding
b) encoding
c) sending
d) receiving
Recieiver's response to the sender; concludes the communication process.
a) feedback
b) decoding
c) advertising
d) encoding
Combination of the elements used in a promotional campaign.
a) promotional mix
b) promtion
c) product promotion
d) institutional promotion
Nonpersonal communication paid for by an identified sponsor.
a) advertising
b) promotional mix
c) promotional campaign
d) advertising campaign
Process of creating floor plans, displays, and fixtures to attract customer attention and encourage purchases.
a) visual merchandising
b) participatory marketing
c) advertising
d) promotion
Store exterior that reflects the image of the business.
a) storefront
b) marquee
c) visual merchandising
d) participatory marketing
Overhanging structure containing a sign at the entrance of the store.
a) marquee
b) storefront
c) participatory marketing
d) visual merchandising
Applying communication skills that promote goodwill between a business and the public.
a) public relations
b) press release
c) promotional campaign
d) feedback
Story featuring useful company information written by the company PR contact.
a) press release
b) public relations
c) promotional campaign
d) electronic promotion
Coordination of marketing communications to achieve a specific goal.
a) promotional campaign
b) promotion
c) product campaign
d) product promotion
Promotion strategy that uses multiple elements to communicate and interact with customers.
a) participatory marketing
b) visual merchandising
c) press release
d) public relations
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