Chapter 16

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

Effective management of integrated marketing communications is based upon a) consumer attitudes towards promotion. b) information about customers. c) the communication process model. d) budgetary allowances. e) the firm's organizational structure.

b) information about customers.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a) communication. b) integrated marketing communications. c) tactile communication. d) kinesic communication. e) proxemic communication.

b) integrated marketing communications.

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 two main reasons for criticism of promotional activities are that promotion a) has some flaws, and it is deceptive. b) is deceptive, and it causes prices to rise. c) pervades our daily lives, and it creates needs in us. d) creates needs in us, and it encourages materialism. e) has some flaws, and it pervades our daily lives.

e) has some flaws, and it pervades our daily lives.

49. Anything that reduces the accuracy and clarity of communication is called a) distraction. b) feedback. c) interference. d) discordance. e) noise.

e) noise.

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a) Advertising b) Public relations c) Sales management d) Sales promotion e) Personal selling

a) Advertising

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients? a) The size, geographic distribution, and demographic characteristics b) The cultural diversity and population size c) The age, sex, religion, and race characteristics d) Existing product adoption categories e) Existing levels of price consciousness

a) The size, geographic distribution, and demographic characteristics

Sweepstakes, free samples, coupons, and rebates are examples of a) advertising. b) sales promotion techniques. c) publicity. d) personal selling techniques. e) packaging methods.

b) sales promotion techniques.

Marketers of highly seasonal products tend to have more irregular use of a) advertising. b) sales promotion. c) public relations. d) personal selling. e) marketing.

b) sales promotion.

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a a) communications channel. b) source. c) relay channel. d) decoder. e) sender.

b) source.

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.

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. a) encoding b) bad luck c) noise d) deflected transmission e) poor implementation

c) noise

The cost of _____ is usually substantially lower than the cost of _____. a) stimulating primary demand; stimulating selective demand b) identifying prospects; encouraging product trial c) retaining existing customers; acquiring new customers d) comparative advertising; pioneer promotion e) personal selling; public relations

c) retaining existing customers; acquiring new customers

Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a) Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps. b) Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. c) The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. d) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks. e) Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.

d) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered a) noise. b) communication links. c) communication resources. d) communication channels. e) decoding sources.

d) communication channels.

In order for customers to receive greater customization and service, they must be willing to a) pay high prices for standard goods. b) give up all their rights to privacy. c) use the Internet for communication with companies. d) give information about themselves and their tastes. e) spend significant amounts of time to purchase products.

d) give information about themselves and their tastes.

Promotion helps consumers because it a) costs billions of dollars each year, which stimulates the U.S. economy. b) always stresses wholesome values, which benefits society. c) persuades consumers to make the right choices. d) informs consumers and places them in a position to specify the products that they seek. e) tends to be informative and not persuasive.

d) informs consumers and places them in a position to specify the products that they seek.

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of a) sales promotion. b) advertising. c) personal selling. d) publicity. e) kinesic communication.

d) publicity.

_____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders. a) Stakeholder management b) Personal selling c) Integrated marketing communications d) Sales promotion e) Public relations

e) Public relations

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using a) promotion. b) integrated marketing communications. c) charity marketing. d) charitable promotion. e) cause-related marketing.

e) 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. a) transmission load b) feedback c) encoding d) noise e) channel capacity

e) channel capacity

The vehicle through which the coded message is transmitted from the source to the receiver is called a(n) a) coder. b) decoder. c) encoder. d) relay channel. e) communication channel.

e) communication channel.

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of a) encouraging product trial. b) retaining loyal customers. c) stimulating demand. d) creating awareness. e) identifying prospects.

e) identifying prospects.

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to a) stimulate primary demand. b) offset competitors' promotional efforts. c) facilitate reseller support. d) retain loyal customers. e) reduce sales fluctuations.

e) reduce sales fluctuations.

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of a) combating competitive promotional offers. b) facilitating reseller support. c) encouraging product trial. d) retaining loyal customers. e) reducing sales fluctuations.

e) reducing sales fluctuations.

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build a) primary demand. b) pioneer promotion. c) prospects. d) brand awareness. e) selective demand.

e) selective demand.

The process of putting one's thoughts (meaning) into signs (symbols) is called a) decoding. b) noise. c) interference. d) transmission. e) the coding process.

e) the coding process.

What is the overall role of promotion? a) To stimulate product demand b) To identify prospects c) To retain loyal customers d) To encourage product trial e) To reduce sales fluctuations

a) To stimulate product demand

Communication can be viewed as a circular process because a) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. b) the message goes from encoding by the source to decoding by the receiver. c) during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. d) channel capacity is determined by the least efficient component. e) the message goes from person to person.

a) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.

As Emily Jeffries prepares the script for a radio commercial for her boutique, she is engaging in the _______ stage of the communication process. a) encoding b) sourcing c) decoding d) sending e) receiving

a) encoding

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to a) facilitate reseller support. b) reduce sales fluctuations. c) combat competitive promotional efforts. d) encourage product trial. e) retain loyal customers.

a) facilitate reseller support.

Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication. a) kinesic b) spacing c) proxemic d) touching e) tactile

a) kinesic

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate a) primary demand. b) secondary demand. c) competition. d) comparison of orange juices. e) demand elasticity.

a) primary demand.

If a pull policy is to be used in promoting a product, the firm a) promotes directly to consumers. b) promotes only to the next marketing institution down the marketing channel. c) promotes the product to retail stores only. d) promotes the product to wholesalers only. e) must also use the push policy to be effective.

a) promotes directly to consumers.

Advertising, personal selling, sales promotion, and public relations are called a) promotion mix ingredients. b) marketing mix components. c) characteristics of a product. d) advertising tools. e) nonpersonal communication.

a) promotion mix ingredients.

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 a) viral marketing. b) buzz marketing. c) guerilla marketing. d) a word-of-mouth pyramid. e) personal advertising.

a) viral marketing.

The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage? a) Introduction b) Decline c) Maturity d) Growth e) Plateau

b) Decline

When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been? a) Selective demand b) Pioneer promotion c) Comparative promotion d) Primary demand promotion e) Retention promotion

b) Pioneer promotion

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies? a) Guerilla communication b) Word-of-mouth communication c) Buzz marketing d) Viral marketing e) Conversational promotion

b) Word-of-mouth communication

Public relations a) should be used mostly to counteract any competitive promotions or negative publicity. b) is an element of promotion that should be handled on a continuous basis. c) should be used solely to respond to emergencies that could significantly damage the company's reputation. d) is paid communication that helps enhance a company's image by highlighting its philanthropic efforts. e) is generally not given much weight because the information is generated by the company itself.

b) is an element of promotion that should be handled on a continuous basis.

Channel capacity is determined by the a) most efficient component of the communication process. b) least efficient component of the communication process. c) source. d) receiver. e) meanings of the message.

b) least efficient component of the communication process.

During the decoding process, the a) intensity of the transmission becomes stronger. b) receiver attempts to convert signs or symbols into concepts and ideas. c) source attempts to convert signs or symbols into concepts and ideas. d) source converts meaning into a series of signs or symbols that represent ideas or concepts. e) receiver filters noise from the feedback.

b) receiver attempts to convert signs or symbols into concepts and ideas.

The individual or group that decodes a coded message is called a a) sender. b) receiver. c) source. d) decoder. e) receptor.

b) receiver.

Frequently, Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink. This example illustrates Burger King's use of which one of the following elements of the promotion mix? a) Packaging b) Personal selling c) Sales promotion d) Public relations e) Telemarketing

c) Sales promotion

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to a) stimulate demand. b) encourage product trial. c) create awareness. d) combat competitive promotional efforts. e) retain loyal customers.

b) encourage product trial.

In one corner of its magazine advertisement for office copiers, Epson places a small box asking for the names and addresses of individuals or companies seeking more information. Epson has included this box to facilitate ___________ for this communication. a) decoding b) feedback c) encoding d) perceptual attention e) noise reduction

b) feedback

Procter & Gamble periodically sends out coupons and free samples of products like Downy fabric softener. This illustrates P&G's use of which of the following elements of the promotion mix? a) Advertising b) Personal selling c) Sales promotion d) Public relations e) Telemarketing

c) Sales promotion

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate? a) Promotion costs cause product costs to be higher. b) Promotion activities make up the bulk of marketing. c) The role of promotion is to stimulate product demand. d) Promotion should be directed toward numerous audiences. e) Most promotional efforts are performed through advertising.

c) The role of promotion is to stimulate product demand.

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____________ advertising. a) unfair b) illegal c) deceptive d) push e) pull

c) deceptive

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion a) forces people to spend too much. b) forces prices to go up. c) encourages materialism. d) creates needs. e) can be harmful.

c) encourages materialism.

As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A(n) ___________, which is a form of tactile communication, concludes the session. a) smile b) walk to the door c) handshake d) exchange of business cards e) pleasant good-bye

c) handshake

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build _________ demand. a) primary b) secondary c) selective d) economic e) competitive

c) selective

Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback? a) Publicity b) Sales management c) Sales promotion d) Personal selling e) Public relations

d) Personal selling

During the introduction stage of the product life cycle, which type of promotion would a firm focus on? a) Reminder b) Competitive c) Comparative d) Pioneer e) Repetitive

d) Pioneer

To gain maximum benefit from promotional efforts, marketers must strive to a) become directly involved rather than indirectly involved. b) obtain information about the marketing environment through their MIS. c) realize the needs of their target market and try to meet them. d) properly plan, implement, coordinate, and control communications. e) use promotion during the growth stage of the product's life cycle.

d) properly plan, implement, coordinate, and control communications.

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on a) advertising. b) word-of-mouth communication. c) public relations. d) sales promotion. e) personal selling.

e) personal selling.

When a salesperson varies the physical distance between himself and a customer he is using a) kinesic communication. b) personal selling. c) tactile communication. d) comfort relations. e) proxemic communication.

e) proxemic communication.