MGMT 322 quiz 9

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

_____ links the purchase of an organization's products to support philanthropic organizations favored by the target market.

Cause-related marketing

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 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.

Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and had a head injury. The technology then releases an audible signal that will help others know that there is an injury which needs treatment. This is considered to be a new product that is in the introduction stage of the product life cycle. Which type of promotion should Rob focus on?

Pioneer

When Blue-ray disc players were first introduced to the market, which of the following would have been the logical choice for promotion?

Pioneer promotion

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. With reference to the communication process, which of the following is true?

Sierra is the receiver and Wendy's is the source of this communication.

Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores. It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren is using _____ with the retail showcase.

a push policy

Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through a mass medium. Kyle is using the _____ form of promotion.

advertising

All of the following are examples of publicity-based public relations tools except:

annual reports.

An attempt to create a trend or acceptance of a product through word-of-mouth communication is called:

buzz marketing.

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using:

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.

channel capacity

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 known as:

channel capacity.

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.

With respect to the components of the communication process, the fax machines used by OES Office Systems to carry its advertising messages to its business customers is an example of a (n):

communication channel.

H&M, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, Facebook, and Twitter. These vehicles through which the coded message is transmitted from the source, H&M, to the receiver, the prospective customer, are known as a(n):

communication channels.

With respect to the components of a communication process, broadcast media like radio and television as well as printed words on a magazine or newspaper are all considered as:

communication channels.

Primary demand is defined as the:

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.

With respect to the components of a communication process, the process of putting one's thoughts (meaning) into signs (symbols) is called:

encoding.

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 very short time. These efforts have a primary promotional objective of:

encouraging product trial.

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 promotional objective is to:

facilitate reseller support.

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of:

facilitating reseller support.

In a corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate _____ for this communication.

feedback

The receiver's response to a message is _____ for the source.

feedback

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice:

integrated marketing communications.

Anything that reduces the accuracy and clarity of communication is known as:

noise.

Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most likely to use _____, because it provides immediate feedback.

personal selling

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates:

personal selling

The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the pull policy, Dyson will most likely use _____.

personal selling done by the retailer's employees

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 frequently focus their promotion efforts on:

personal selling.

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is:

personal selling.

Sara 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 the push policy is used in promoting a product, the firm:

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

Promotion can help keep prices lower because:

promotion of prices intensifies price competition

With respect to the promotion mix elements, communication through the use of brochures, annual reports, and event sponsorships is referred to as:

public relations.

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:

publicity.

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

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:

reduce sales fluctuations

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to:

reduce sales fluctuations.

Newspaper ads for Blue Haven Pools offering discounted prices during October and discounted cleaning supplies for hot tubs in March are examples of:

reducing sales fluctuations.

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is:

retaining existing customers.

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, McDonald's is utilizing:

sales promotion

Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various marketers. According to the information given, Latisha develops:

sales promotion techniques

An activity and/or material which acts as a direct inducement, offering added value or incentive to resellers, salespeople, or consumers is known as:

sales promotion.

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication:

source.

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 handshake, which is best described as a form of _____ communication, concludes the session.

tactile

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:

viral marketing.