CH. 14

Which of the following statements is true about personal communication channels?

Word-of-mouth influence uses a personal communication channel.

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

sales promotion

Companies often fail to integrate their various communications to consumers because ________.

communications often come from different parts of the company

Which promotional tool is the most immediate, customized, and interactive?

direct marketing

One of the message structure issues that a marketer must handle is whether to ________.

draw a conclusion or not

Which of the following statements is most likely true regarding the competitive-parity method?

In this method, promotion budgets are set to match competitors' outlays.

Which of the following statements is most likely true regarding the objective-and-task method of budget setting?

It forces management to spell out its assumptions about the relationship between the money spent and promotion results.

Which of the following statements is true regarding the old mass-media communications model?

Many viewers are gaining control of message exposure through DVRs and video streaming.

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.

a pull strategy

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

advertising

Which of the following would be classified as bait-and-switch advertising?

advertising a cheaper brand but making only a more expensive one available to customers

Moral appeals ________.

are directed to an audience's sense of what is "right" and "proper"

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

buyer-readiness

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.

buzz marketing

Which of the following appeals is based on the idea that consumers often feel before they think?

emotional appeal

________ refers to the process of putting thought into symbolic form.

encoding

Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.

integrated marketing communication

A(n) ________ is a set of symbols that the sender transmits.

message

A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.

noise

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments?

online social networks

________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

public relations

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers?

push strategy

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

rational

In the communication process, an actual HP printer/fax machine advertisement would be considered ________.

the message

Which of the following advertising slogans most likely represents a two-sided argument?

the next big thing is already here