MKT 101 Chapter 15

​One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives. A) True B) False

A) True

The receiver's response to a message is ____ for the source. A) ​feedback B) ​the communications channel C) ​noise D) ​channel capacity E) ​decoding

A) ​feedback

​Public relations is a set of tools to be used primarily during crises. A) True B) False

B) False

​One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required. A) ​personal selling B) ​advertising C) ​public relations D) ​sales promotion E) ​packaging

B) ​advertising

​Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various marketers. Latisha is developing which of the following? A) ​advertising techniques. B) ​sales promotion techniques. C) ​publicity examples. D) ​personal selling techniques. E) ​direct marketing techniques.

B) ​sales promotion techniques.

​ If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on A)​ retailers. B) ​wholesalers. C) ultimate consumers. D)​ other producers. E)​ institutional users.

B) ​wholesalers.

​The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use ___________. A)​ Personal selling done by the retailer; rebates to the customer. B)​ A bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees. C)​ Advertising and personal selling; rebates to the customer. D)​ Sales promotion; personal selling done by the retailer's employees. E)​ Direct marketing; discounts to the retailer.

B)​ A bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees.

​Which is the best example of noise that originates with the receiver in the communication process? A) ​Sarah drives through a tunnel, and her radio signals become very weak. B) ​Maria has been studying English for two years and does not understand the symbolism being used in a commercial. C) ​Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness. D) ​Because of poor printing, Claire cannot read an advertisement in her local newspaper. E) ​A mother fails to hear a new commercial for diapers because her new baby is crying.

C) ​Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness.

​The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of A)​ shared symbols. B)​ targeted customers. C) ​communication channel. D) ​decoded meanings. E) ​noise minimizers.

C) ​communication channel.

​In the ______________, signs or symbols are converted by the receiver into concepts and ideas. A) ​message creation process B) ​value creation process C) ​decoding process D) ​marketing process E) ​selling process

C) ​decoding process

​A common form of tactile communication in U.S. business activities is A) ​hugging. B) ​kissing. C) ​handshaking. D) ​eye contact. E) ​head nodding.

C) ​handshaking.

​Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores. It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren is using ___ with the retail showcase and ___ with the social media campaign. A) ​a pull policy; a push policy. B)​ personal selling; a pull policy. C)​ a push policy; a pull policy. D)​ guerilla marketing; a push policy. E)​ publicity; a push policy.

C)​ a push policy; a pull policy.

​An attempt to create a trend or acceptance of a product through word-of-mouth communication is called A)​ guerilla marketing. B)​ viral marketing. C)​ buzz marketing. D)​ personal publicity. E)​ conversational promotion.

C)​ buzz marketing

​Laws, government regulations, and industry self-regulation ______________ deceptive promotion. A) ​have done nothing to decrease B) ​have caused an increase in C) ​have eliminated all D) ​have helped decrease E) ​have created new forms of

D) ​have helped decrease

​An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is A) ​advertising. B) ​personal selling. C) ​public relations. D) ​sales promotion. E) ​packaging.

D) ​sales promotion.