Chapter 16

D. Channels (A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium.)

Campbell's soup has been promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, these media served as _____ for transmitting the message. a. senders b. decoders c. encoders d. channels e. receivers

A. Mass (This describes mass communication.)

Communication to large audiences, usually through a medium such as television or a newspaper, is called _____ communication. a. mass b. feedback-proof c. referential d. interpersonal e. public

D. Encoding, decoding, channel, sender, and receiver

The communication process itself consists of: a. message, media, and transmittal b. source, receiver, and channel c. sender, receiver, and message d. encoding, decoding, channel, sender, and receiver e. comprehension, noise, and feedback

B. Sales promotion (A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness.)

A $1-off coupon for Carnation Instant Breakfast powder is a form of: a. public relations b. sales promotion c. personal selling d. advertising e. publicity

B. Competitive advantage (This is the definition of competitive advantage.)

A _____ is defined as the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition. a. comparative differentiation b. competitive advantage c. marketing mix d. special benefit e. promotional plan

E. Any communication medium (A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium.)

A channel in communication is: a. the only source of noise b. the same as in distribution c. usually an ad agency or public relations firm d. someone who places advertising into media e. any communication medium

D. Pull (A pull strategy is a marketing strategy that stimulates consumer demand to obtain product distribution.)

A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer. a. reinforcement b. personal selling c. push d. pull e. kinetic

B. attention, interest, desire, action (The AIDA acronym stands for attention, interest, desire, and action.)

AIDA stands for: a. attitude, interest, demand, activity b. attention, interest, desire, action c. awareness, intent, demand, action d. avoidance, interest, desire, acceptance e. attitudes in developing acquisitions

A. Attention (The advertiser must first gain the attention of the target market.)

According to the AIDA concept, the first step an advertiser must take is to gain the consumers': a. attention b. attitude alignment c. action d. adaptation e. adoption

D. Pull (A manufacturer using the pull promotional strategy focuses its promotional efforts on the consumer.)

An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines. The ad said that if you were interested in learning more about the new product or trying it out, you should ask your physician. The manufacturer of the drug was using a _____ promotional strategy. a. reinforcement b. personal selling c. push d. pull e. kinetic

E. Push (A push strategy is a marketing strategy that uses trade advertising to convince a retailer (in this case the veterinarian) to carry and sell particular merchandise.)

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by the product's manufacturer. This ad is an example of how manufacturers use a(n) _____ strategy. a. kinetic b. pull c. inertia d. advertorial e. push

A. A corporate blog (Corporate blogs are blogs generated by companies that allow marketers to have a direct, personalized feedback channel with customers.)

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel, a telecommunications company in Singapore. The campaign let SingTel customers pick their dream couple and follow their lives through a moblog. SingTel used _____ to communicate with its consumers. a. a corporate blog b. an interactive Web site c. narrowcasting d. a noncorporate blog e. a market concentration strategy

B. Interpersonal communication (Interpersonal communication is direct, face-to-face communication between two or more people.)

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites. The company rep is engaged in: a. telemarketing b. interpersonal communication c. publicity d. mass communication e. crowd selling

A. Feedback (The receiver's response to a message is feedback to the source.)

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative made a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites. When one of the entrepreneurs ordered its Web address printed on 25,000 bags, it was an example of: a. feedback b. decoding c. noise d. indirect transmission e. nonverbal communication

A. Public relations (During the maturity stage, persuasive and reminder advertising are emphasized, as well as sales promotion. Personal selling is maintained, while the usefulness of public relations is doubtful.)

Because automobile tires are in the maturity stage of their product life cycle, the promotional mix element _____ should NOT be emphasized in the marketing of this product. a. public relations b. persuasive advertising c. sales promotion d. reminder advertising e. personal selling

A. A sales promotion (A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness.)

During a recent summer, Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney's summer blockbuster Pirates of the Caribbean: Dead Man's Chest. This was an example of: a. a sales promotion b. publicity c. advertising d. implicit communications e. a personal sales presentation

B. Conversion of the sender's ideas and thoughts into a message (Encoding is the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs.)

Encoding is the: a. creation of the original ideas and thoughts of a message b. conversion of the sender's ideas and thoughts into a message c. transmission of a message d. receipt and comprehension of a message e. deciphering and understanding of a message

D. A $2-off coupon for a five-pound bag of almond flour (Sales promotions (coupons) are very effective at creating desire and action.)

Entrepreneur Krissa Fernandes has developed flour made from ground almonds that she sells under the Platinum Nut brand for use in baking. Everyone who has baked with the new flour loves it, but she is having trouble getting potential consumers to the desire stage of the AIDA concept. Which of the following elements of the promotional mix would be most likely to move people to look for the product and buy it? a. Flyers placed under windshield wipers at crafts festivals b. An article in local newspaper about entrepreneurs c. Increasing the number of stores carrying Platinum Nut d. A $2-off coupon for a five-pound bag of almond flour e. A classified ad

D. The sender and receiver do not share overlapping frames of reference. (Common understanding between two communicators, or a common frame of reference, is required for effective communication. In this case, the designer has no knowledge base in engineering, and Ernest has no knowledge base in the designer's colors.)

Ernest has three engineering degrees. He has hired an interior decorator to update his home. He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements that the designer is unable to understand. Yet Ernest has the same problems when the designer starts talking about mauve, cerise, and magenta. Why is the communication process not working in this instance? a. The designer is not intelligent enough to understand engineering. b. Noise is interfering with both encoding and decoding. c. The wrong medium has been used. d. The sender and receiver do not share overlapping frames of reference. e. Personal selling should not be used to market this type of product.

B. Publicity (Publicity is public information about a company, product, or issue appearing in the mass media as a news item.)

Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University "chewleaders" will attack city streets in July visiting morning television shows, landmarks, and high-traffic areas to promote the series. An article in the New York Times on Shark Week and the Discovery Channel's street teams would be an example of: a. a sales promotion b. publicity c. advertising d. implicit communications e. a personal sales presentations

B. More advertising and sales promotion and less personal selling (A target market characterized by widely scattered customers, highly informed buyers, and brand-loyal repeat purchases generally requires a promotional mix with more advertising and sales promotion and less personal selling.)

Fans of Cheerwine cherry-flavored cola are able to explain why Cheerwine is superior to any other type of cherry cola. They are scattered throughout the southeastern United States and are extremely brand loyal. The characteristics of this target market indicate that a promotional mix with _____ should be used. a. less publicity and sales promotion and more personal selling b. more advertising and sales promotion and less personal selling c. more sales promotion and personal selling and less advertising d. less sales promotion and more advertising and personal selling e. more advertising and less sales promotion and public relations

C. Marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas (Common understanding between two communicators is required for effective communication.)

For communication to be effective: a. marketing managers should use both interpersonal and mass communications b. all steps of the communications process model must take place c. marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas d. advertising messages must be general enough to cover all ages, social classes, and education levels e. marketers should use televised instead of print communication

B. Receivers (Customers are the receivers who decode the message.)

For its new Jeep Compass, DaimlerChrysler came out with a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. These communications were directed at the _____, the persons who would decode the message. a. senders b. receivers c. encoders d. channels e. communicators

C. Encoder (Encoding is the conversion of the sender's ideas and thoughts into a message.)

For its new Jeep Compass, DaimlerChrysler has launched a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler's advertising agency is using music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers. The ad agency is acting as the _____ of the message. a. decoder b. sender c. encoder d. receiver e. channeler

A. Sender (The sender is the originator of the message in the communication process.)

For its new Jeep Compass, DaimlerChrysler launched a campaign targeting young, hip consumers. To reach its target, Jeep's advertising agency used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. The agency devised a host of bobblehead characters that represented the wide variety of potential Compass buyers. DaimlerChrysler was the _____ of the message in this communication process. a. sender b. decoder c. channeler d. receiver e. communicator

E. Reminder (Reminder promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.)

For many years Jell-O gelatin has run advertisements that tell consumers there is "always room for Jell-O." This is an example of _____ promotion. a. influence b. amusement c. informative d. prevalent e. reminder

E. None of these is true

For products like audio cassette tapes (which are in the decline stage of the product life cycle): a. persuasive advertising is commonly used b. heavy public relations is used to maintain brand loyalty c. personal selling should be used to obtain distribution d. sales promotion is used to build market share e. none of these is true

D. Gear for mountain climbing (Most buyers involved in high-involvement purchases pass through the four stages of the AIDA model. The climbing gear would be the alternative most likely to create a high level of psychological risk.)

For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process? a. A pair of white socks b. A two-pack of light bulbs c. A loaf of bread d. Gear for mountain climbing e. A six-pack of beer

E. All of these factors will affect Frigo's promotional mix. (Nature of the product, target market, and product life cycle stage are all factors that would affect the choice of promotional mix elements.)

Frigo Design has developed easy-to-install panel sets to update any refrigerator, dishwasher, or compactor made since 1942. As Frigo Design plans its promotion for its new chalkboard panels, which of the following factors will be likely to affect its promotional mix? a. Its chalkboard panels are a new product. b. Its chalkboard panels are targeted to families with school-age children. c. Its chalkboard panels are easy to install. d. Its panels fit any refrigerator, dishwasher, or compactor made since 1942. e. All of these factors will affect Frigo's promotional mix.

A. A corporate blog (Corporate blogs are blogs generated by companies that allow marketers to have a direct, personalized feedback channel with customers.)

GM uses blogging to communicate with customers online. GM's vice chairman Bob Lutz—an auto industry veteran and the company's director of product development—began a blog about the company in 2005. Once readers realized it really was Lutz and not an advertising ploy, they quickly warmed to the idea and appreciated his candid comments about GM and its competition. This is an example of: a. a corporate blog b. an interactive Web site c. narrowcasting d. a noncorporate blog e. a market concentration strategy

C. Act as a reminder advertisement (Reminder promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.)

Hasbro, Inc. hired actress Jamie Lee Curtis as its spokesperson to promote the company's board games. As part of the campaign, Curtis appeared in television spots dressed as characters from various Hasbro games such as Battleship, Monopoly, and Clue to promote the games as great Christmas gifts to parents who played the games as children. This promotion was intended to: a. amuse consumers b. influence consumers to switch to Hasbro games c. act as a reminder advertisement d. persuade nonplayers of games to try them e. act as a persuasive device for the product category

E. A public relations strategy and resulting publicity (The public relations activities involved in the race in Iraq led to publicity in the form of news media reporting.)

In 2006, Atlanta once again hosted the Peachtree Road Race, a running event that attracts many world-caliber racers. This year, race officials also sanctioned a race conducted in Iraq so that soldiers from Georgia would not have to miss the annual event. The winners of the Mideast race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree Race was as example of: a. advertising and personal selling efforts b. strategic product promotions and resulting sales c. a target marketing strategy d. sales promotion efforts e. a public relations strategy and resulting publicity

B. Promotional strategy (Promotional strategy is a plan for the optimal use of the elements of the promotion mix.)

In 2008, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new show My Own Worst Enemy. The television network's _____ described its plan on how to use these tools most effectively. a. mass communication mix b. promotional strategy c. selling plan d. marketing mix e. strategic goals

C. Integrated marketing communications (Integrated marketing communications is the careful coordination of promotional messages for a product to assure the consistency of messages at every contact point where a company meets the consumer.)

In January 2005, Burger King sponsored the opener of the third season of The Apprentice. The Apprentice sponsorship was an important element in Burger King's overall marketing strategy to build social currency for the brand through contests, advertising, and other sales promotion. That is, the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message. Burger King used: a. coordinational promotion b. promotional mixing c. integrated marketing communications d. creative selling e. processed marketing

A. Strong desire and purchase intent (Sales promotion is best at creating desire)

In terms of the AIDA concept, sales promotion is most effective at creating: a. strong desire and purchase intent b. positive attitudes toward a brand c. awareness of a product d. long-term interest e. awareness of a product and purchase intent

C. During the early stages of the product life cycle (Informative promotion is generally more prevalent during the early stages of the product life cycle.)

Informative promotion is generally used: a. when memory stimulus is needed b. when the brand name is well-known to consumers c. during the early stages of the product life cycle d. during an attempt to gain the immediate action of a consumer e. when advertising a simple, nontechnical, mature product

A. Persuading (This promotion is aimed at persuading consumers to change their attitudes and try e-mail.)

Innovyx is an e-mail marketing service provider. It has a new ad campaign aimed at changing negative perceptions of e-mail. The ads explain how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly. Finally, the message ends by suggesting that companies wanting to promote their products give e-mail a chance to show what it can do. This promotion has the task of: a. persuading b. informing c. reminding d. suppressing e. rewarding

D. Direct face-to-face communication between two or more people (Interpersonal communication is direct, face-to-face communication between two people.)

Interpersonal communication is: a. nonpaid information such as publicity b. paid communication placed in personal media c. long-distance communication between a business and its target market d. direct face-to-face communication between two or more people e. noise-free communication

C. Personal selling (Personal selling is the planned, face-to-face presentations in a conversation with one or more prospective purchasers for the purpose of making sales.)

Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the company sent a representative to companies like Warner Brothers, eBay.com, and the Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers. Java Jacket's activities can best be described as: a. mass communication b. implicit communication c. personal selling d. public relations e. telemarketing

E. Noise (Noise is anything that interferes with, distorts, or slows down the transmission of information.)

Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she totally missed seeing the mall's billboard. In terms of the communication process, the police car acted as: a. media interruptus b. negative feedback c. static d. explicit communication e. noise

D. Interest (Lyndon is aware of the product, but he is not yet convinced it is the one he wants to purchase.)

Lyndon went to a Web site that sells barbeque grills and read reviews of several different models. He has requested more information about a Weber grill that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect grill. As far as Weber is concerned, Lyndon is in the _____ step of the AIDA concept. a. action b. attention c. liking d. interest e. desire

A. Inform (Informative promotion seeks to stimulate interest in a new product.)

Maddie's Beverage Company has recently introduced Wateroos, eight-ounce servings of water in juice-style containers with straws, to encourage children to drink more water. The goal of promotion developed for this new healthy alternative beverage for children would be to _____ consumers. a. inform b. remind c. prompt d. influence e. encourage

E. Do all of these things (Public relations is used to achieve all of these things.)

Marketers use public relations to: a. earn public understanding and acceptance b. communicate with the community in which they operate c. educate the public about company goals d. introduce new products e. do all of these things

B. Integrated marketing communications (Integrated marketing communications is the careful coordination of promotional messages for a product to assure the consistency of messages at every contact point where a company meets the consumer.)

Molson beer was produced in Canada. Coors was manufactured in the United States. A merger of the two breweries gave each brand access to a significantly larger market. To effectively reach both markets, the merged company needed to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the brewery needed to use: a. coordinational promotion b. integrated marketing communications c. transformational marketing d. creative selling e. transactional communications

C. Competitive advantage (A competitive advantage is the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition. It is not the result of publicity; it is design and production based. Since this is advertising, the sales promotion theme may or may not agree; there is no indication of integrated marketing communications.)

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand painted and hand tied with a feather skirt. Advertising for American Magic Lures emphasizes how its lures, unlike others, are all handcrafted. This is its: a. publicity objective b. marketing differentiator c. competitive advantage d. one-to-one marketing advantage e. sales promotional theme

B. The product enters the growth stage of the product life cycle (Persuasion attempts to motivate a consumer to purchase a particular product. It is useful after the product has been made known through informational advertising during introduction.)

Persuasion normally becomes the primary promotion goal when: a. a firm is trying to increase brand awareness b. the product enters the growth stage of the product life cycle c. selling a highly technical product d. reminding consumers where to buy the product e. new products are in early stages of the product life cycle

C. Push (This describes a push promotional strategy.)

Petra McCoy has developed a product for cleaning grout called Grout-Chee. Everyone who has tried the product really appreciates how quickly it works, but McCoy is having trouble getting retail stores to carry the product. She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product. McCoy is using a(n) _____ promotional strategy. a. kinetic b. inert c. push d. advertorial e. pull

C. Action (These extras are the sales promotion techniques that often push the complacent consumer into the purchase stage.)

Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model. a. liking b. awareness c. action d. preference e. knowledge

C. Pull (A manufacturer using the pull strategy focuses its promotional efforts on the consumer.)

Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses a _____ promotional strategy. a. push b. personal selling c. pull d. reinforcing e. kinetic

E. Advertising and public relations

Protons are new, poppable snacks made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Which elements of the promotional mix would be most useful in attracting attention to this new snack food? a. Public relations and sales promotion b. Advertising and direct marketing c. Direct marketing and personal selling d. Public relations and direct marketing e. Advertising and public relations

D. Publicity (This is the definition of publicity.)

Public information about a company, good, or service appearing in the mass media as a news item is called: a. personal selling b. advertising c. mass communications d. publicity e. sales promotion

E. Has many internal costs to the company associated with it (A firm may have to hire a public relations firm to prepare new releases and persuade media personnel to print or broadcast the news. This can be expensive.)

Publicity: a. will never damage a company because it performs the information task of promotion b. is free communication c. is not persuasive with customers d. has to be purchased from the mass media e. has many internal costs to the company associated with it

A. Promotional strategy (Promotional strategy is a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion.)

Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Rosarita is developing a: a. promotional strategy b. set of promotion goals c. marketing mix d. communication mix e. selling plan

A. Pull (A pull strategy is a marketing strategy that stimulates consumer demand to obtain product distribution.)

Shannon Murphey wanted to increase sales at his Tyler, Texas, jewelry store, Murphey the Jeweler. After analyzing his sales figures, he decided to give away $50 gift certificates for local businesses to give to their employees. "Many people used the gift certificates as credit toward more expensive items," explains Murphey. Murphey used a(n) _____ strategy. a. pull b. push c. kinetic d. inertia e. cash-flow

B. Push (The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a push strategy.)

Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Walmart. This new strategy is a _____ strategy. a. kinetic b. push c. pull d. foot-in-the-door e. reinforcement

B. Does not explain how all promotions influence purchase decisions (The second step in the AIDA concept is interest. Customers typically do not go through all stages for a low-involvement product.)

The AIDA concept: a. assumes that the second step in the purchase-decision process is inertia b. does not explain how all promotions influence purchase decisions c. assumes that consumers regularly go through each stage of the process during all purchases d. indicates that the purchase decision is the same for high-involvement and low-involvement products e. is accurately described by none of the choices

D. Is a model for reaching promotional objectives that outlines a sequential process for effective promotion (This describes the model called the AIDA concept.)

The AIDA concept: a. proves that promotional effectiveness is an insignificant abstract term b. demonstrates that buyers go through nine stages on the way to making a decision c. is a model effectively showing that advertising can move people to the purchase stage d. is a model for reaching promotional objectives that outlines a sequential process for effective promotion e. is a budget plan based on the effectiveness of various promotional mixes in achieving certain objectives

A. Promotional strategy (Promotional strategy is a plan for the optimal use of the elements of the promotional mix.)

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic. The council has developed a(n) _____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy. a. promotional strategy b. tactic for communication c. mass aggregation strategy d. communication objective e. informative strategy

B. Pull (A pull strategy is a marketing strategy that stimulates consumer demand to obtain product distribution.)

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic. The American Plastics Council is planning to use a(n) _____ strategy. a. kinetic b. pull c. inertia d. advertorial e. push

B. Persuasive (The council is trying to stimulate demand for consumer products packaged in plastics.)

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will explain how plastics protect families from food spoilage and contamination. The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance. By trying to change customers' perception of plastic packaging, the council is using _____ promotion. a. reminder b. persuasive c. declarative d. diffusive e. mass

E. Informative (Informative promotion is a necessary ingredient for a highly technical product category.)

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage. The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n) _____ format because the product is so technical. a. influencer b. persuasive c. reminder d. reseller e. informative

C. Publicity (Publicity is public information in mass media about a company and its products.)

The Steel Recycling Institute is an industry association that promotes and sustains the recycling of all steel products. An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of: a. direct selling b. news marketing c. publicity d. event marketing e. direct marketing

D. Sender (This is the definition of a sender.)

The _____ is the originator of the message in the communication process. a. communicator b. encoder c. channeler d. sender e. receiver

C. Competitive advantage (A competitive advantage is the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition. It may be based on a scientific discovery, but the company didn't create it by saying it.)

The ads for Don Francisco's ground coffee simply state, "The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion. a. marketing mix b. comparative differentiation c. competitive advantage d. researchable objective e. promotional theme

E. Promotional mix (These promotional mix includes the four major promotional tools of advertising, personal selling, sales promotion, and public relations.)

The four major promotional tools (advertising, personal selling, sales promotion, and public relations) are known collectively as the: a. communication model b. advertising campaign c. marketing mix d. publicity four e. promotional mix

A. Stimulate a purchase or an action (Persuasion generally attempts to motivate a consumer to purchase a product.)

The goal of persuasive promotion is to: a. stimulate a purchase or an action b. increase brand awareness c. describe available services d. remind the consumers of where to buy the product e. maintain top-of-mind consumer awareness

A. Convince the target customers that a firm's products offer competitive advantages over those of its competition (The function of a promotional strategy is to convince the target customers that the goods and services offered provide a competitive advantage over the competition.)

The main function of a promotional strategy is to: a. convince the target customers that a firm's products offer competitive advantages over those of its competition b. find a niche in the marketplace for the firm and its products c. provide the firm with research information about the success of its marketing effort d. create efficient distribution channels e. guarantee control over the length of the stages of the product life cycle

E. Encoding (Encoding is the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs.)

The maker of Frank's RedHot pepper sauce spend $25,000 to create an ad that was targeted to consumers in the southwestern U.S. market. Because it created the ad itself and did not use an ad agency, Frank's RedHot sauce engaged in: a. channeling b. creating noise c. receiving d. decoding e. encoding

E. Sender (The sender is the originator of the message in the communication process.)

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, Meridian acted as a: a. channel b. noise filter c. receiver d. decoder e. sender

B. Channels (Channels are media of communication used for transmitting a message.)

The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and television ads, and a Web site to promote benefits of the dog food. In terms of the communication process, Alpo uses several different: a. source of feedback b. channels c. encoders d. decoders e. noise interrupters

A. Public relations (This is the definition of public relations.)

The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to gain public understanding is called: a. public relations b. advertising c. implicit communications d. personal selling e. sales promotion

D. Advertising, personal selling, sales promotion, and public relations (The promotional mix is the combination of promotional tools--including advertising, public relations, personal selling, and sales promotion--used to reach the target market and fulfill the organization's overall goals.)

The promotional mix consists of: a. advertising, publicity, direct marketing, and personal selling b. public relations, direct marketing, personal selling, and publicity c. product, promotion, price, and place d. advertising, personal selling, sales promotion, and public relations e. advertising, telemarketing, public relations, and sales promotions

C. Personal selling and persuasive advertising (During the growth stage, advertising and public relations remain strong, sales promotion declines in importance, and personal selling is used. Advertising is persuasive.)

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are: a. public relations and reminder advertising b. sales promotion and public relations c. personal selling and persuasive advertising d. sales promotion and personal selling e. informational advertising and publicity

C. Feedback (In interpersonal communication, the receiver's response to a message is direct feedback to the source.)

The receiver's response to a message is _____ to the source. a. decoded b. noise c. feedback d. channeled e. static filled

D. Mass and interpersonal (Communication can be divided into two major categories: interpersonal communication and mass communication.)

The two major categories of communications are: a. verbal and nonverbal b. direct and indirect c. long term and short term d. mass and interpersonal e. informative and persuasive

E. Push (This is the definition of a push strategy.)

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell particular merchandise is known as a _____ strategy. a. strong-arm b. kinetic c. pull d. foot-in-the-door e. push

A. Integrated marketing communications approach (Integrated marketing communications is the careful coordination of all promotional messages for a product or service to assure the consistency of messages at every contact point where a company meets the consumer.)

The various Survivor shows have been promoted through personal appearances by show participants, Web sites, and merchandise with the Survivor logo as well as print and broadcast advertising. To make sure that all of the promotional messages are coordinated, CBS (the network on which the show is broadcast) should use the: a. integrated marketing communications approach b. integrated communications management approach c. AIDA concept d. interpersonal and mass communications approach e. coordinated market management approach

D. Pull (A pull strategy involves ad campaigns aimed at consumers in hopes of getting consumers to demand the product from retailers who in turn will demand it from manufacturers.)

To get more retailers to stock its products, Rust-Oleum paint developed a strong advertising campaign aimed at consumers. The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn't chip, peel, or fade. Rust-Oleum is using a _____ promotional strategy. a. push b. channel c. reinforcement d. pull e. kinetic

E. Advertising (Advertising is a form of sponsor-paid, impersonal one-way mass communication.)

To increase its revenues, US Airways has decided to sell space on air-sickness bags to companies that would like to use this unique channel for their promotional messages. In terms of the promotional strategy, the air-sickness bags will be used for: a. implicit communications b. publicity c. sales promotion d. public relations e. advertising

B. Personal selling (Personal selling is a purchase situation involving a personal, paid-for communication between a buyer and a seller.)

To increase its revenues, US Airways has decided to sell space on air-sickness bags to sponsoring companies as a different medium for their promotional messages. The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be: a. push advertising b. personal selling c. direct advertising d. sales promotions e. publicity

A. Public relations (Public relations is best at drawing attention to a product or company.)

To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix? a. Public relations b. Sales promotion c. Event sponsorship d. Personal selling e. Direct marketing

B. Mass (Mass communication involves communicating a concept or message to large audiences.)

USA cable television uses billboard, television, magazine, and newspaper advertising to inform television viewers about new episodes of Monk, a popular television series. USA uses _____ communication. a. referential b. mass c. factual d. interpersonal e. public

C. Competitive advantage (A competitive advantage is one or more unique aspects of an organization that cause target customers to patronize that brand rather than others.)

Vegetarians sometimes have trouble making sure they get enough protein in their diets. Protons are a new, poppable snack made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Protons' features, including that they are organic, vegan, and cholesterol free, give the new product its: a. differential parity b. synergistic goal c. competitive advantage d. comparative benefit e. tactical objective for implementing strategy

A. Feedback (The receiver's response to a message is feedback to the source.)

Vera ordered the Chihuahua Christmas ornament she saw advertised in the Sunday coupon supplement by phoning The Danbury Mint and placing her order. In terms of the communication process, Vera's purchase was an example of: a. feedback b. noise c. implicit communication d. channeled communication e. message encoding

D. Informing, persuading, and reminding (Promotion can perform one or more of three tasks: inform the target audience, persuade the target audience, or remind the target audience.)

What are the three basic tasks of promotion? a. Informing, persuading, and convincing b. Persuading, convincing, and reminding c. Informing, convincing, and reminding d. Informing, persuading, and reminding e. Persuading, comparing, and reminding

E. Sales promotion and advertising (For routine buying decisions, the most effective promotional tools are advertising and sales promotion.)

What is the most effective promotional mix to use with products that are convenience goods and purchased routinely? a. Personal selling and advertising b. Public relations and personal selling c. Personal selling and sales promotion d. Advertising and public relations e. Sales promotion and advertising

C. Improperly decoded the message (Decoding is interpreting the language and symbols sent by the source through a channel.)

When Becca saw the ad suggesting Subway sandwiches as a dinner meal, she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice. In terms of the communication process, Becca: a. correctly encoded the message b. created a longer than normal communication channel c. improperly decoded the message d. had no feedback e. improperly encoded the message

D. Channel (A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium.)

When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand's power and performance. In the communication process, the game served as a(n) _____ for transmitting the message. a. sender b. decoder c. encoder d. channel e. receiver

C. Informative (Informative promotion seeks to convert an existing need into a want or to stimulate interest in a new product, generally during the early stages of the product life cycle.)

When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on _____ advertising. a. reminder b. persuasive c. informative d. compulsive e. influential

C. Integrated marketing communications (Integrated marketing communications is the careful coordination of promotional messages for a product to assure the consistency of messages at every contact point where a company meets the consumer.)

When Lee Apparel introduced Lee Dungarees, it carefully coordinated posters, radio and television commercials, and a Web-based interactive game that drove customers to off-line stores and back to the Web site. All of these elements produced a consistent, unified, customer-focused message. Lee Apparel used: a. coordinational promotion b. promotional mixing c. integrated marketing communications d. creative selling e. processed marketing

E. Desire (The Yakuza Aniki mountain bike has created a brand preference.)

When Vincent saw Mike's new Iron Horse Yakuza Aniki mountain bike, Vincent immediately knew he wanted to own one just like it some day. According to the AIDA concept, Vincent entered the _____ stage. a. action b. attention c. liking d. interest e. desire

B. Heavy advertising is used to build brand loyalty (Heavy advertising and decreased use of sales promotions are common during the growth stage. Reminder advertising is used when the product/brand reaches the maturity stage. During the growth stage, personal selling is used to maintain distribution.)

When a product is in the growth stage of its product life cycle: a. all elements of the promotional mix are equally important b. heavy advertising is used to build brand loyalty c. persuasive and reminder advertising is decreased d. personal selling is ineffective e. personal selling and sales promotions are the major elements of the promotional mix used

A. Personal selling (Consumers making complex buying decisions are more extensively involved. Personal selling is most effective in helping these consumers decide.)

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions? a. Personal selling b. Reminder advertising c. Sales promotion d. Public relations e. Informative advertising

E. Size of the company Size of the company may or may not affect the promotional mix, depending on other factors such as available funds or product type.)

Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix? a. Stage in the product life cycle b. Target market characteristics c. Funds available for promotion d. Use of a push or pull strategy e. Size of the company

E. Great expense on a per person exposed basis (Mass media reaches so many people that even though the initial investment is large, cost per person is small.)

Which of the following is NOT a disadvantage a firm using mass communication might experience? a. Inability to assess customer reactions to the promotion immediately b. Clutter from competitors' messages c. Distractions around the consumer at the time of receipt of the message d. Inability to know exactly who is receiving the message e. Great expense on a per person exposed basis

D. Persuading (Persuasive promotion is designed to stimulate a purchase or an action.)

Which of the following is one of the basic tasks typically performed by promotion? a. Managing b. Organizing c. Rewarding d. Persuading e. Perceiving

C. The AIDA concept (The AIDA acronym stands for attention, interest, desire, and action.)

Which of the following outlines a sequential four-step process for achieving promotional goals? a. The communication model b. The hierarchy of impacts c. The AIDA concept d. Maslow's hierarchy of needs e. Schramm's model

C. The cost per contact in advertising is low. (The total costs of advertising are typically high even though the cost of contact is low. To be advertising, the communication must be paid for. Innovative media are used in advertising. The signs are a form of advertising because they are paid for and they identify their sponsors.)

Which of the following statements about advertising is true? a. The total costs of advertising are typically low. b. The signs on the outsides of buses and taxis are not a form of advertising. c. The cost per contact in advertising is low. d. Innovative media are not used in advertising. e. Advertising is any form of communication in which the sponsor is identified.

D. Trade shows, coupons, premiums, and vacation giveaways are types of sales promotions. (Sales promotions can be used to improve the effectiveness of advertising and public relations activities. They are most effective as short-run tools. Sales promotions are commonly directed at the organization's employees as well as to consumers and dealers.)

Which of the following statements about sales promotions is true? a. Public relations cannot effectively be used with sales promotions. b. Sales promotion is a type of direct marketing. c. Marketers view sales promotions as more effective when they are created as long-run stimulation tools. d. Trade shows, coupons, premiums, and vacation giveaways are types of sales promotions. e. All sales promotions must be aimed outside the organization.

C. Certain promotional tools are more effective at certain stages of the AIDA model. (A helpful concept for marketing managers is that as the customer moves from awareness to purchase, different promotional tools are more effective at certain points.)

Which of the following statements about the AIDA model is true? a. The AIDA model explains why public relations is the most important element in the promotional mix. b. Advertising is most effective at the purchase stage of the AIDA model. c. Certain promotional tools are more effective at certain stages of the AIDA model. d. Sales promotion is not helpful during the attention stage of the AIDA model. e. The promotional mix should not be influenced by the AIDA model.

C. The fastest feedback occurs with personal selling. (There is little control over message content with public relations. Personal selling reaches large audiences slowly. Sales promotions are usually indirect and impersonal. The message flow with advertising is one-way.)

Which of the following statements about the characteristics of the elements in the promotional mix is true? a. Control over message content is greatest when public relations is used. b. A large audience is best reached with personal selling. c. The fastest feedback occurs with personal selling. d. The mode of communication for sales promotion is usually direct and personal. e. The message flow with advertising is two-way.

D. The most feedback is available with personal selling. (The speed of feedback is delayed in sales promotion and advertising. Message flexibility is greatest with personal selling. The message flow is one-way in public relations and sales promotions. The sponsor is not identified in public relations.)

Which of the following statements about the characteristics of the elements in the promotional mix is true? a. The speed of feedback is delayed in sales promotion, advertising, and personal selling. b. Message flexibility is greatest with advertising. c. The message flow is two-way in public relations, sales promotions, and personal selling. d. The most feedback is available with personal selling. e. The sponsor is identified in public relations, advertising, and personal selling.

C. Are part of how he communicated to the Knightons (Communication is the process by which we exchange or share meanings through a common set of symbols.)

While talking to Mr. and Mrs. Knighton, the appliance salesperson described one of the refrigerators as "a real money saver" and "a true bargain," but he also kept looking down at his feet and shuffling around. His nonverbal cues: a. create subservient selling b. create differential disadvantages c. are part of how he communicated to the Knightons d. are a type of marketing mix feedback e. will not effect interpersonal communications

E. All of these statements help to explain why IMC is growing in popularity. (All of these statements help to explain the growing popularity of integrated marketing communications.)

Why is the concept of integrated marketing communications (IMC) growing in popularity? a. The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task. b. The mass market has fragmented. c. Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient. d. Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects. e. All of these statements help to explain why IMC is growing in popularity.

E. All of these (Noise is anything that interferes with, distorts, or slows the transmission of information.)

Within the communication process for a car dealer's ad, which of the following would be an example of noise? a. Competing ads b. News stories in the newspaper c. The physical surroundings in which the individual reading the ad is located d. The presence of other people while the ad is being read e. All of these

A. Sales promotion (Sales promotions include free samples, contests, premiums, trade shows, vacation giveaways, and coupons.)

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows. a. Sales promotion b. Publicity c. Personal selling d. Advertising e. Sponsorship

B. Personal selling (This is the definition of personal selling.)

_____ is a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other. a. Implicit communication b. Personal selling c. Mass communication d. Public relations e. Synergistic communication

A. Advertising (Advertising is any form of impersonal paid communication in which the sponsor or company is identified.)

_____ is any form of sponsor-identified, impersonal paid mass communication. a. Advertising b. Publicity c. Promotion d. Public relations e. Nonpaid communication

E. Noise (This is the definition of noise.)

_____ is anything that interferes with, distorts, or slows down the transmission of information. a. Media communication b. Feedback c. Static d. Nonpaid communication e. Noise

D. Promotion (This is the definition of promotion.)

_____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. a. Distributive communication b. Perceptual communication c. Statistically provable advertising d. Promotion e. Publicity

C. Money (Without available funds, the promotional mix is severely limited.)

_____ is probably the most important factor in determining the promotional mix. a. The advertising agency b. The need for feedback c. Money d. Media availability e. Message flexibility

C. Integrated marketing communications (Integrated marketing communications is the careful coordination of promotional messages for a product to assure the consistency of messages at every contact point where a company meets the consumer.)

_____ is the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused. a. Interpersonal and mass communications (IMC) approach b. Promotional mixing c. Integrated marketing communications d. Creative selling e. Relationship marketing

E. Encoding (This defines encoding.)

_____ is the conversion of the sender's ideas and thoughts into a message. a. Development b. Envelopment c. Processing d. Decoding e. Encoding

C. Decoding (This is the definition of decoding.)

_____ is the interpretation of the language and symbols sent by the source through a channel. a. Encoding b. Perceiving communication c. Decoding d. Channeling e. Semiotics

E. Communication (This describes communication.)

_____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes. a. Feedback b. Promotion c. Advertising d. Publicity e. Communication

E. Reminder (This describes reminder promotion.)

_____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle. a. Influence b. Amusement c. Informative d. Persuasive e. Reminder