ch 16

When a decoded message differs from the coded message,

A condition called noise exists.

Public relations can include all of the following except

A paid TV advertisement

According to the text, advertising is

A paid form of non personal communication transmitted through a mass medium.

According to the text, communication is best defined as

A sharing of meaning.

Organizations that sell convenience products in markets containing millions of customers are most likely to use

Advertising and sales promotion.

Which f 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 trucks, DaimlerChrysler soon emphasizes the towing capacity of its Doge trucks.

Procter and Gamble's program of donating part of the purchase price of each jar of JIF peanut butter to local schools is a direct example of

Cause-related marketing

Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's

Channel capacity

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called

Channel capacity.

A sharing of meaning defines

Communication

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

A push policy is characterized by

Concentration of promotional efforts on the next institution down the marketing channel.

Marketing managers can take each of the following corrective actions for reducing a discrepancy between established performance standards and actual performance except

Coordinating a new step in performance analysis.

If Procter and Gamble mails coupons to selected consumers allowing the recipient to redeem the coupon for a free small container of its new chocolate-flavored peanut butter, the primary promotional objective of this campaign is most likely to be

Encouraging product trial.

The state university has been running a student government blood drive for the past three years. This year the group ran radio spots announcing the drive not he student radio station. The number of people participating grew by 25 percent. This increase in participation represents the communications'

Feedback

In order for customers to receive greater customization and service, they must be willing to

Give up information about themselves and their tastes.

A direct-response information form found in a magazine ad that allows customers to send for more information has a primary objective of

Identifying prospects

When a marketer codes meaning into a message, which f the following is not necessary?

Including all possible product information.

Promotion helps consumers because it

Informs consumers and places them in a position to specify the products that they seek.

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

It is easier to measure a salesperson's effects on sales than advertising's effects on sales.

Which of the following is a characteristic of sales promotion?

It may be aimed at either final consumers or trade people.

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.

Channel capacity is determined by the

Least efficient component of the communication process.

IF a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wear a particular perfume, it is attempting to influence one's need for

Love and affection

When encoding the message, the source should use signs that have

Meanings that the target market will understand.

Most firms with limited promotional resources use mainly personal selling because

Measuring a salesperson's contribution to sales is easier than measuring the effect of advertising.

When an organization attempts to control its marketing activities, it may find ti difficult to

Obtain the necessary information.

If you were a marketing manager, under which type of organizational structure would you most likely be working if your firm were a large business with centralized marketing operations?

Organization by function

Selective demand is demand for a

Particular brand

As Igor is wondering what to do this weekend, an advertisement for Flemming Furniture is aired on the television station to which his set is turned. Igor never even thinks about furniture or the Flemming store during the commercial. In this instance, ________ has (have) blocked the communication process

Perceptual processes

Custom Schooners, Inc. makes heavy use of the ______ element of the promotion cuz because the number of valid prospects for boats costing over $200,000 is limited.

Personal selling

Immediate feedback and knowledge of customer's needs are advantages of

Personal selling

During the introduction stage of the product life cycle, which type of promotion would a firm focus on?

Pioneer

If promotion does not do its job of stimulating demand, then the

Price of promoted products is likely to increase.

Pioneer promotion attempts to stimulate

Primary demand

A pull policy is characterized by

Promotion aimed directly at customers.

A broad set of communication efforts used to create and maintain favorable relationships between an organization and its public is

Public relations

When a toy manufacturer advertises a product on Saturday morning television and tell children to ask for the product at their favorite toy stores, it is implementing a ______ policy in its promotion mix

Pull policy

Marketers of highly seasonal products tend to have more irregular use of

Sales promotion

Which of the following is an activity or a material that serves as a direct inducement to resellers, salespersons, or consumers?

Sales promotion

Steve Roberts of Robert Auto Sales states in his television commercial that his cars are "bad." Seeing this, Calvin Peters wonders why any of these cars are sold. This situation is an example of a communication problem stemming from the absence of

Shared meaning.

HEB grocery stores want to let their customers know that the stores now offer an expanded range of service, including late hours and check cashing. In the communication process, HEB stores would be considered the

Source.

Promotion can help keep product prices low if

The promotion stimulates demand or fuels competition.

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

The size, geographic distribution, and demographic characteristics.

What is the overall role of promotion?

To stimulate product demand.

An audience is best defined as

Two or more receivers who decode a message.