15 T/F

A U.S. manager is working with some Indonesians who do not speak English. In attempting to exchange information, they are using symbols to assign meanings to the facts the manager hopes to convey. This is an example of communication. a. True b. False

a

A person buying a Valentine's Day gift for a significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for his or her mail carrier. a. True b. False

a

AIDA is an acronym for attention, interest, desire, and action. a. True b. False

a

All promotion, especially advertising, is reduced as a product enters the decline stage. However, personal selling and sales promotion efforts might be maintained, especially at the retail level. a. True b. False

a

All promotions are designed to inform, persuade, or remind the target audience. a. True b. False

a

Allyson Brown is trying to develop a promotional mix for her firm's new product, a sophisticated modular sun porch designed for use all year. She reasons that because her product is complex and carries high financial risks for consumers, the mix should concentrate on personal selling. a. True b. False

a

Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product. a. True b. False

a

From the consumer's point of view, a company's communications are already integrated, no matter how the company itself defines them. a. True b. False

a

In terms of the AIDA process, public relations has its greatest impact in gaining attention and interest for a company, good, or service. a. True b. False

a

It's been a few years since odorfree paint hit the market, and a paint manufacturer estimates the paint to be in the growth stage of its product life cycle. With all the competition in the industry today, the manufacturer should use promotions that persuade buyers of odor-free paint to purchase its brand over all others. a. True b. False

a

Lansky sells 60 different knife and garden tool sharpeners. It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener. Lansky is using a push strategy. a. True b. False

a

Marketers targeting consumers in foreign countries must worry about the translation and possible miscommunication of their promotional messages by other cultures. a. True b. False

a

Nature Valley uses popular magazines, radio, and cable television to promote its brand of trail mix. Nature Valley uses mass communication. a. True b. False

a

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended. Its radio ads contain music that its target market does not like, and its spokesperson has a very nasal voice that sounds as though he has a perpetual cold. These are examples of noise in the communications process. a. True b. False

a

One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices. a. True b. False

a

Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response. a. True b. False

a

Sales promotion consists of all marketing activities other than personal selling, advertising, and public relations that stimulate consumer buying and dealer effectiveness. a. True b. False

a

The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals. a. True b. False

a

Advertising is impersonal, one-way mass communication about a product or organization that is paid for by a marketer. a. True b. False

b

Benedict and Taapo are arguing about newspaper publicity. Benedict says favorable publicity is free--hence the phrase, "free publicity." Taapo says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers. Benedict has a more accurate grasp of the definition of publicity. a. True b. False

b

Communication via telephone is not considered personal selling because it is not face-to-face. a. True b. False

b

If Charles Schwab Mutual Funds Investment Broker were to study its promotional strategies by looking at sales trends and market research, it would be using direct feedback to evaluate its promotional strategies. a. True b. False

b

Informative promotion is used to keep the product and brand name in the public's mind. a. True b. False

b

Maddie's Beverage Company has recently introduced Wateroos, eightounce servings of water in juicestyle containers with straws, to encourage children to drink more water. Since this product is in the introductory stage of the product life cycle and as yet has no direct competition, Maddie's promotional objective should be persuasion. a. True b. False

b

Marketers typically use either a push or a pull strategy exclusively. a. True b. False

b

One way of conveying a message that the receiver will hear properly is to use abstract words and pictures. a. True b. False

b

Publicity is free. a. True b. False

b

The AIDA concept can be used to explain how all promotions influence purchase decisions. a. True b. False

b