Chapter 12

The process of communicating with potential customers in an effort to influence their buying behavior is called:

• Persuasion

• Advertising

• Promotion

The process that uses logic to change a belief or get people to take a certain action is called:

• Persuasion

• Promotion

• Advertising

Applying communication skills that promote goodwill between a business and the public is called:

• Personal Selling

• Sales Promotion

• Public Relations

Any direct contact between a salesperson and a customer is called:

• Public Relations

• Sales Promotion

• Personal Selling

In the Communicaiton Process, the person who has a message to communicate is called:

• encoder

• Sender

• Receiver

In the Communication Process, the proceess of turning the idea for a message into symbols that can be communicated is called:

• Encoding

• Channel

• Decoding

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

• Channel

• Encoding

• Decoding

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

• Marketing

• Advertising

• Sales Promotion

An item that encourages customers to buy a product as soon as possible is called:

• Sales Promotion

• Marketing

• Advertising

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

• Promotional Campaign

• Participatory Marketing

• Advertising