MKT 300 ch 16

promotion mix

A combination of promotional methods used to promote a specific product

source

A person, group, or organization with a meaning it tries to share with a receiver or an audience

communication

A sharing of meaning through the transmission of information

viral marketing

A strategy to get consumers to share a marketer's message, often through e-mail or online videos, in a way that spreads dramatically and quickly

buzz marketing

An attempt to incite publicity and public excitement surrounding a product through a creative event

Which of the following is an example of tactile communication?

An executive shakes hands with his counterpart from the client company to seal a deal between the companies.

noise

Anything that reduces a communication's clarity and accuracy

proxemic communication

Communicating by varying the physical distance in face-to-face interactions

primary demand

Demand for a product category rather than for a specific brand

selective demand

Demand for a specific brand

For which of the following product types is word-of-mouth marketing known to be most effective?

Expensive, luxury products and new to market

Which of the following statements is true of promotion mixes with respect to product lifecycle?

In the growth and maturity stages, consumer services require heavy emphasis on advertising.

pioneer promotion

Promotion that informs consumers about a new product

Which of the forms of communication occurs when either person varies the physical distance between them?

Proxemic communication

Which of the following is a medium for electronic word-of-mouth communication?

Social networks

________ refers to personal informal exchanges of communication that customers share with one another about products, brands, and companies.

Word-of-mouth communication

Feedback refers to:

a receiver's response to a decoded message.

Communicating through the movement of head, eyes, arms, hands, legs, or torso is known as ________.

kinesic communication

kinesic communication

Communicating through the movement of head, eyes, arms, hands, legs, or torso

tactile communication

Communicating through touching

promotion

Communication to build and maintain relationships by informing and persuading one or more audiences

The promotion mix for which of the following products is likely to concentrate more on advertising than personal selling?

Computers

coding process

Converting meaning into a series of signs or symbols

decoding process

Converting signs or symbols into concepts and ideas

integrated marketing communications

Coordination of promotion and other marketing efforts for maximum informational and persuasive impact

Which of the following methods are used to stimulate primary demand for a product?

Informing potential consumers about the product's features and uses

Which of the following is an advantage of advertising?

It is extremely cost-efficient when it reaches a vast number of people at a low cost per person.

word-of-mouth communication

Personal informal exchanges of communication that customers share with one another about products, brands, and companies

________ refers to demand for a product category rather than for a specific brand of product.

Primary demand

Which of the following depicts the flow of communication along the marketing channel with a pull promotional strategy

Producer-consumers

pull policy

Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel

push policy

Promoting a product only to the next institution down the marketing channel

Which of the following is one of the possible elements of a promotion mix?

Public relations

________ is an activity that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.

Sales promotion

Which of the following would be a feature of a promotion mix for a durable product?

Stress on personal selling

receiver

The individual, group, or organization that decodes a coded message

channel capacity

The limit on the volume of information a communication channel can handle effectively

communications channel

The medium of transmission that carries the coded message from the source to the receiver

feedback

The receiver's response to a decoded message

product placement

The strategic location of products or product promotions within entertainment media content to reach the product's target market

The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as ________.

product placement

Promoting a product only to the next institution down the marketing channel is known as the ________.

push policy