MKT: Chapter 16

. 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

A

According to the AIDA concept, the first step a marketer must achieve with potential customers is: a. attention b. attitude alignment c. action d. adaptation e. adoption

A

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

A

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 Web sites. When one of the Internet 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

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

A

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

A

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

A

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

A

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 who want to promote their products give e-mail a chance to show them what it can do. This promotion has the task of: a. persuading b. informing c. reminding d. suppressing e. rewarding

A

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

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

A

The goal of persuasive promotion is to: a. stimulate a purchase or other 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

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

A

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

A

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

A

_____ 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

A

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

A

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

A _____ is defined as a set of unique features of a company and its products 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

B

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

B

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 Web sites. The company rep is engaged in: a. telemarketing b. interpersonal communication c. publicity d. mass communication e. crowd selling

B

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

B

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 TV 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

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

B

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

B

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

B

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

B

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 used several different: a. source of feedback b. channels c. encoders d. decoders e. noise interrupters

B

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

B

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

B

_____ is a purchase situation in which two or more people communicate in an attempt to influence each other. a. Implicit communication b. Personal selling c. Mass communication d. Public relations e. Synergistic communication

B

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

C

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 acted as the _____ of the message. a. decoder b. sender c. encoder d. receiver e. channeler

C

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 TV 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

C

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

C

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

C

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then handpainted 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

C

The Steel Recycling Institute (SRI) 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

C

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

C

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

C

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

C

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

C

When Heinz introduced its ketchup globally, it first had to deal with the fact 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

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

C

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.

C

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.

C

While talking to Mr. and Mrs. Knighton, the appliance salesperson described the refrigerator 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

C

Campbell 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

D

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, and 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.

D

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

D

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

D

The AIDA concept: a. proves 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

D

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

D

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

D

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

D

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

D

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

D

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

D

Which of the following is one of the basic tasks typically performed by promotion? a. managing b. organizing c. rewarding d. persuading e. perceiving

D

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-term 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.

D

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

D

_____ is communications by marketers that inform, persuade, and remind 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

D

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

E

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

E

In 2006, Atlanta once again hosted the Peachtree Road Race, a running event that attracts many worldcaliber racers. This year race officials also sanctioned a race conducted in Iraq so that soldiers from the state 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

E

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

E

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

E

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

E

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

E

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

E

The maker of Frank's RedHot pepper sauce spend $25,000 to create an ad that was targeted to consumers 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

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 is a: a. channel b. noise filter c. receiver d. decoder e. sender

E

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

E

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

E

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

E

____ 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

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

E

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

E

_____ 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

_____ 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

E