Chapter 16-MKT-101

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 trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks.

__________ is anything that reduces an integrated marketing communication's clarity and accuracy.

Noise

Which of the following seems the most natural fit for product placement?

Reality television

Abbot Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Abbot's use of which one of the following elements of the promotion mix?

Sales promotion

Which of the following is a major goal of integrated marketing communications?

To send a consistent message to consumers

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

advertising

Marketers of seasonal products tend to emphasize

advertising.

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.

Product placement in television shows is becoming increasingly important due to

consumers' greater ability to screen advertisements.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications.

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

meanings that the target market will understand.

Promotion can help keep prices lower because

promotion of prices intensifies price competition.

When a salesperson varies the physical distance between himself and a customer he is using

proxemic communication.

Advertising can be cost efficient but only if it

reaches a vast number of people at a low cost per person.

During the decoding process, the

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

The cost of ____ is usually substantially lower than the cost of ____.

retaining existing customers; acquiring new customers

Integrated marketing communications allow an organization to coordinate and manage its promotional efforts to

transmit consistent messages to its current and potential customers.

Which is the best example of noise that originates with the receiver in the communication process?

Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness.

Which promotional method is most likely to be used in a push policy?

Personal selling

Public relations

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

Channel capacity is determined by the

least efficient component of the communication process.

If the push policy is used in promoting a product, the firm

promotes primarily to the next marketing institution down the marketing channel.

Advertising, personal selling, sales promotion, and public relations are called

promotion mix ingredients.

In the GEICO advertisement that claims, "15 minutes can save you 15% or more," GEICO is the communication

source.