Chapter 17: Integrated Marketing Communications
Cost efficiency, repetition, and adding product value are all potential benefits of
Advertising
Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?
Advertising
Which of the following is the best example of the promotional objective of combating competitive promotional efforts?
After Ford promotes the towing capacity of its F-series truck, DaimlerChrysler soon emphasizes the towing capacity of its Dodge truck
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
Integrated Marketing Communications
Which is the best example of noise that originates with the receiver in the communication process?
Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness
Kinesic communication is an element in which type of promotional method?
Personal selling
Which of the following types of promotion informs potential customers about a product and what it is?
Pioneer
When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been?
Pioneer Promotion
______ is a broad set of communication efforts using to create and maintain favorable relationships between a company and its stakeholders
Public Relations
Communication through the use of brochures, annual reports, event sponsorship, and news stores is referred to as
Public relations
What is the overall role of promotion?
To stimulate product demand
A paid form of non personal communication about an organization and/or its products that is transmitted to a target audience throughout a mass medium is
advertising
Threatt Production makes low-priced, convenience products that are widely available. Is is most likely to focus its promotion efforts on
advertising
An attempt to create a trend or acceptance of a product through word-of-mouth communication is called
buzz marketing
Promotion tends to
capitalize on existing need
_____ links the purchase of an organization;s products to support of philanthropic organizations favored by the target market
cause-related marketing
A sharing of meaning defines
communication
The vehicle though which the coded message is transmitted from the source to the receiver is called a(n)
communication channel
Radio and Television signals as well as ink on the paper of a magazine or newspaper are all considered
communication channels
Often when a company introduces a new product or line extension, its promotion will focus on _____ in order to initiate the product-adoption process
creating awareness
Primary demand is defined as
demand for a product category
Communication can be viewed as a circular process because
during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver
Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to
encourage product trial
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion
encourages materialism
Retro64 distributes free downloadable versions of its computer games for a short time. These efforts have a primary promotional objective of
encouraging product trial
The receiver's response to a massage is _____ for the source
feedback
Promotion helps consumers because it
informs consumers and process them in a position to specify the products that they seek.
Anything that reduces the accuracy and clarity of communication is called
noise
Communication the builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
promotion
When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a _________ policy
pull policy
The individual or group that decodes a coded message is called a
receiver
Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the ______ and Wendy's is the ____ of this communication
receiver; source
During the decoding process, the
receives attempts to convert signs or symbols into concepts and ideas
Factors such as climate, seasons, and holidays tend to lend to the promotional objective of
reducing sales fluctuations
A consumer contest is an example of
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
source
The process of putting one's thoughts (meaning) into signs or symbols representing ideas or concepts, the source is undergoing
the coding process
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-cloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friend's e-mail addresses along to the marketer. This is known as
viral marketing
Which of the following are personal informal exchanges of communication that customers share with other another products, brands and companies?
word-of-mouth communication
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
facilitate reseller support
In order for customers to receive a greater customization and service, they must be willing to
give information about themselves and their tastes
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. An_________, which is a form of tactile communication, concludes the session
handshake
A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of
identifying prospects
Effective management of integrated marketing communications is based up
information about customers
Public Relations
is an element of promotion that should be handled on continuous basis
Head nodding, winking, hand gestures, and arm motions are all forms of _____
kinesic communication
Channel capacity is determined by the
least efficient component of the communication process
The message that a source originally encodes and the meaning a receiver ultimately decodes
may be different because of noise
When encoding the message, the source should use signs that have
meanings that the target market will understand
Selective demand is demand for a
particular brand
Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on
personal selling
Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on
personal selling
Paid personal communication that seeks to inform customers and persuade them to purchase products is an exchange situations is
personal selling
Sara Dickson is concerned about the effectiveness of Magnum, Inc's promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through
personal selling
If promotion does not do its job of stimulating demand, then the
price of the promoted product is likely to increase
If a pull policy is to be used in promoting a product the firm
promotes directly to consumers
If the push policy is used in promoting a product, the firm
promotes only to the next marketing institution down the marketing channel
Advertising, personal selling, sales promotion, and public relations, are called
promotion mix ingredients
Promotion can help keep prices lower because
promotion of prices intensifies price competition
To gain maximum benefit from promotional efforts, marketers must strive to
properly plan, implement, coordinate, and control communications
When a salesperson varies the physical distance between himself and a customer he is using
proxemic communication
Blockbuster offers its customers a Blockbusters Rewards Card that allows them to rent every sixth movie free and provides various discounts throughout the year. The primary promotional objective of programs such as this is
retaining existing customers
The cost of _______ is usually substantially lower than the cost of _______
retaining existing customers; acquiring new customers
An activity and/or material that offers added value or incentive to resellers, salespeople, or consumer is
sales promotion
Marketers of highly seasonal products tent to have more irregular use of
sales promotion
When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonal'ds is utilizing
sales promotion
Sweepstakes, free samplers, coupons, and rebates are examples of
sales promotion techniques
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
selective demand