PBMF-Chapter 12 Review

A promotion strategy that uses multiple elements to communicate and interact with customers is called:

• Participatory Marketing

• Promotional Campaign

• Advertising

This consists of the words designed to grab attention so viewers will read an advertisement:

• Copy

• Headline

• Signature

• Graphic

This identifies the person or company paying for the ad:

• Copy

• Headline

• Graphics

• Signature

This is the advertisement text that provides information and sells the product:

• Copy

• Headline

• Graphics

• Signature

This is the pictures or lettering that is used in an advertisement:

• Copy

• Signature

• Graphics

• Headline

In the Communication process, the person who has a message to communicate is called:

• Receiver

• Sender

• Encoding

In the Communication process, the process of turning the idea for a message to the sender is called:

• Channel

• Encoding

• Decoding

In the Communication process, how the message is transmitted is called:

• Channel

• Encoding

• Decoding

Any non-personal communication paid for by an identified sponsor is called:

• Marketing

• Sales Promotion

• Advertising

The coordination of marketing communications to achieve a specific goal is called:

• Participatory Marketing

• Promotional Campaign

• Advertising