Chapter 15

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using:

Cause-Related Marketing

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the _____ consideration in effective communication.

Channel capacity

Head nodding, winking, hand gestures, and arm motions are all forms of _____ communication.

Kinesic

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of _____ in the communication process.

Noise

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate:

Primary Demand

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

Source

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:

communication channel

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

encourages materialism.

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice:

integrated marketing communications

Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as:

viral marketing