PBMF: Ch 12 Quiz

Uses logic to change a belief or get people to take a certain action.

• promotion

• decoding

• persuasion

• feedback

Match each term to the correct definition.

• tagline

• The aspect of an ad that grabs attention.

• sender

• A phrase or sentence that summarizes an essential part of the product or business.

• hook

• The person who has a message to communicate.

• layout

• The arrangement of the headline, copy, and art on a page.

The receiver’s response to the sender and concludes the communication process.

• feedback

• persuation

• advertising

• tagline

The process of communicating with potential customers in an effort to influence their

buying behavior.

• promotion

• persuasion

• decoding

• feedback

A particular style for the printed letters of the alphabet, punctuation, and numbers.

• headline

• tagline

• hook

• typeface

The translation of a message into terms the receiver can understand.

• decoding

• encoding

• feedback

• channel

Any non-personal communication paid for by an identified sponsor.

• feedback

• hook

• advertising

• persuasion

In the communication process, ​ (a)   , is how the message is transmitted.

• channel
• encoding
• feedback

One of the common elements in a promotional mix is _____.

• place

• pricing

• personal selling

• marketing

Coupons, rebates, and loyalty programs are part of _____.

• sales promotion

• advertising

• public relations

• personal selling