MKTG 409 Pride CH16 ATP
Tombstone Pizza is planning on starting a new online advertising campaign to reach consumers where they will develop banner ads and increase their social media presence. They also plan on increasing their spending on personal selling with its wholesalers. Tombstone is using _____ with the online campaign and _____ with the increase in personal selling. sales promotions; public relations a pull policy; a push policy a push policy; a pull policy publicity; a pull policy guerilla marketing; public relations
a pull policy; a push policy
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 and ___ with the social media campaign. a pull policy; a push policy. personal selling; a pull policy. a push policy; a pull policy. guerilla marketing; a push policy. publicity; a push policy.
a push policy; a pull policy
Which of the following is a major goal of integrated marketing communications? a. To send a consistent message to consumers. b. To reach as many potential customers as possible. c. To maximize the customer satisfaction. d. To increase customer lifetime value. e. To better coordinate the product's distribution channels.
a. To send a consistent message to consumers.
You are leading a meeting of your marketing team where you are deciding on the promotion mix for your flagship product. You are working your way through the various factors that should be considered when determining an appropriate promotion mix. You are currently focused on the characteristics of your target market. Because of the nature of your product, your target market represents millions of potential customers. Which of the following best describes the appropriate promotion mix for your product? a. Your promotion mix should emphasize advertising and sales promotion. b. Your promotion mix should emphasize personal selling only. c. Your promotion mix should emphasize public relations only. d. Your promotion mix should emphasize public relations and personal selling. e. Your promotion mix should emphasize sales promotion only.
a. Your promotion mix should emphasize advertising and sales promotion.
Promotions help consumers because they a. allow customers to make more intelligent buying decisions b. create new needs for consumers c. increase the focus on brand names d. only focus on products that have no harmful effects for consumers e. help identify self-actualization needs that go unfilled without promotions
a. allow customers to make more intelligent buying decisions
Kellogg's uses a promotional program that incorporates both pull and push policies. Kellogg's will most likely use _____ for the push policy and _____ for the pull policy. a. an allowance to retailers for promoting the cereals; advertisements to the customer b. personal selling and advertising to the customer; rebates to the customer c. coupons and rebates for the consumers; an allowance for retailers d. advertisements to the consumer; coupons and rebates for the consumer e. personal selling by the retailers; advertisements for the consumer
a. an allowance to retailers for promoting the cereals; advertisements to the customer
Generally, companies whose customers are numerous and geographically dispersed will find promotion mixes featuring _____ to be more practical. advertising viral marketing personal selling public relations word-of-mouth promotion
advertising
Leo is working on finalizing the promotion plan for his company's line of air fresheners. They plan on using a nonpersonal communication method that will use a mass medium for transmission to the target audience. Leo's company is using _____ as its promotion method. sales promotion social media public relations personal selling advertising
advertising
One of the problems associated with _____ is that it is often difficult to measure its effect on sales. advertising price personal selling sales promotion packaging
advertising
Paula is working on a promotional program for her company's line of designer dog collars. Her company needs to promote the dog collars to pet owners, so she is likely to use _____ because it reaches a vast number of people at a low cost per person. advertising public relations personal selling direct marketing sales promotion
advertising
You are meeting with the head of a consumer advocacy group that claims your firm's promotion activities are causing food prices to rise. Naturally, you disagree with this claim, and you are meeting with this individual to make your case. Which of the following statements would be a strong defense against this advocacy group's claim? a. Prices are rising because our competitors are not socially conscious. b. Promotion can help keep prices lower by facilitating price competition. c. We actively promote our products because we have to make a profit. d. Promotion is not related to economic factors like prices. e. Our promotion activities create jobs so that people can pay the higher prices.
b. Promotion can help keep prices lower by facilitating price competition.
Which of the following is the best example of noise that originates with the receiver in the communication process? a. Bernard does not drive on the highway and does not see a new billboard. b. Tony checks his e-mail when the television commercial break begins. c. Dennis receives a postcard printed in Spanish, but does not speak or read Spanish. d. Kim is watching an online advertisement when her building's smoke alarm starts ringing. e. Michelle's satellite television signal becomes weak due to a thunderstorm.
b. Tony checks his e-mail when the television commercial break begins.
Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a. Jif peanut butter uses the slogan that "Choosy moms choose Jif." b. When McDonald's advertises that it has the best fries based on the number of fries sold, Burger King advertises it has the best fries based on taste tests. c. BMW offers no-cost maintenance for its cars for the first four years or 50,000 miles on all of its cars if customers have their cars serviced by BMW rather than another location. d. Lilly Pulitzer collaborates with Target to offer a special line of Lilly Pulitzer products sold exclusively through Target stores. e. Avis advertises that "We try harder" since it is the second-largest car rental company.
b. When McDonald's advertises that it has the best fries based on the number of fries sold, Burger King advertises it has the best fries based on taste tests.
In its commercials, the mattress company Sealy focuses on the comfort and quality of its brand of mattress. This advertisement is best described as being designed to encourage product trial retain loyal customers stimulate primary demand build selective demand facilitate reseller support
build selective demand
All of the following are reasons a company would likely emphasize personal selling in its promotion mix except a. the company's promotion budget is extremely limited b. the size of the product's target market is limited c. the company's products are seasonal in nature d. the company's customers are concentrated in a small area e. the company's products are marketed through only a few wholesalers
c. the company's products are seasonal in nature
Aaron is in charge of advertising for his company and he has designed a magazine ad to promote one of his company's new products. When he shares the ad with his manager, the manager tells him that the ad has too much visual information. The manager is concerned with the _____ of the receiver. encoding feedback noise channel capacity decoding
channel capacity
Mary is currently working on updating her company's website, incorporating signs and symbols that will help represent the ideas that the company is trying to express. Mary is most likely working on the _____ for the website. communication strategy decoding process coding process conversion process communications channel
coding process
ClearView Windows sends out postcards containing an advertisement and a coupon to potential residential customers. This is part of the _____ component of the communication process. encoding process decoding process communication channel channel capacity noise reduction
communication channel
In order to increase sales of its fishing poles, Corinthian Fishing Supplies launched a social media campaign. After the campaign ended, Corinthian learned through marketing research that most of its target market is not active on social media and instead visit fishing websites. The promotion program suffered from an error in the selection of channel capacity noise target market communication channel feedback mechanism
communication channel
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 ____________. shared symbols targeted customers communication channel decoded meanings noise minimizers
communication channel
A minor league baseball team communicates to its target market by advertising on local television and radio stations, in local newspapers, on its own website, through postings on social media, and on banner ads. These vehicles through which the baseball team transmits its coded messages to potential customers are called relay channels communication channels decoders fields of reference encoders
communication channels
The Internet, mobile apps, and billboards are all considered decoding sources communication links communication resources communication noise communication channels
communication channels
If Lay's introduces a new line extension of its famous potato chips, it is likely going to engage in promotions that focus on _____ in order to have customers start the product adoption process. identifying prospects stimulating demand creating awareness combating competitive promotional efforts retaining loyal customers
creating awareness
A commercial for a piece of exercise equipment says that customers can become fit like the models in the commercial if they use the equipment but does not disclose that the models were already in shape before using the equipment. This could be considered _____ advertising. unfair deceptive pull push false
deceptive
As Lynn is working on writing the text that will be incorporated into a new magazine ad for her company's line of handbags, she is engaging in the _____ stage of the communication process. encoding sourcing decoding receiving noise
encoding
In the ____, concepts and ideas are converted into signs or symbols by the source. encoding process message creation process advertising process marketing process selling process
encoding process
You work for a company that has just launched a new line of juice drinks. Customers are aware of the product, but have not decided to purchase your company's brand of juice. You decide to give out free samples in grocery stores in an attempt to identify prospects stimulate primary demand facilitate reseller support encourage product trial retain loyal customers
encourage product trial
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion __________. forces people to spend too much forces prices to go up encourages materialism creates needs can be harmful
encourages materialism
Various food products for sale at Costco are offered as small portions for consumers to taste while shopping in the store. These efforts have a primary promotional objective of identifying prospects stimulating demand creating awareness encouraging product trial reducing sales fluctuations
encouraging product trial
When Birds Eye introduced its Steamfresh line of microwaveable frozen vegetables, it likely gave incentives to grocery stores to purchase the product. This effort was primarily designed to encourage product trial identify prospects retain loyal customers reduce sales fluctuations facilitate reseller support
facilitate reseller support
When Kroger mails out a circular that advertises its upcoming sales, the cost of the circular is partially paid for by manufacturers that are included in the advertisements. The manufacturers are helping pay for the advertising expenses as a way to encourage product trial facilitate reseller support identify prospects reduce sales fluctuations retain loyal customers
facilitate reseller support
If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel. True False
false. A pull policy promotes directly to consumers to develop strong consumer demand for its products.
Viral marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event. True False
false. Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.
Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts. True False
false. Encoding occurs when the source must convert the meaning into a series of signs or symbols representing ideas or concepts.
Product placement is illegal in all countries outside of the United States. True False
false. Product placement is not limited to U.S. television shows. The European Parliament approved limited use of product placement, albeit only during certain types of programs and only if consumers were informed at the beginning of the segment that companies had paid to have their products displayed.
While the specific communication vehicles employed in promotion have not changed, the fundamental role of promotion is changing. True False
false. The specific communication vehicles employed and the precision with which they are used are changing as both information technology and customer interests become increasingly dynamic.
During a television commercial, the announcer reads a toll-free telephone number that viewers can call to order the product. The announcer has included the phone number to facilitate _____ for this communication. decoding encoding feedback noise reduction attention
feedback
Which of the following is not one of the disadvantages of using advertising as a promotion method? slow feedback high absolute dollar outlay high cost per person reached difficulty in measuring effects on sales limited time available to communicate message
high cost per person reached
A car dealership airs a television ad in which it tells customers to visit their website to sign up for special offers. This ad has the primary objective of encouraging product trial stimulating demand reducing sales fluctuations identifying prospects retaining loyal customers
identifying prospects
A contractor who specializes in upgrading kitchens has a table set up at the county fair where he offers people a free estimate in exchange for their contact information. This promotional effort is directed at stimulating demand encouraging product trial identifying prospects creating awareness reducing sales fluctuations
identifying prospects
Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at ____________. creating awareness encouraging product trial identifying prospects stimulating demand retaining loyal customers
identifying prospects
Promotions can lead to increased prices if they lead to increased production only for products that meet self-actualization needs only for potentially harmful products if they do not stimulate demand when they encourage materialism
if they do not stimulate demand
Effective management of integrated marketing communications is based upon ___________. consumer attitudes toward promotion information about customers the communication process model budgetary allowances the firm's organizational structure
information about customers
Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack ___________. communication promotional efforts integrated marketing communications channel capacity coordinated awareness
integrated marketing communications
In an effort to practice _____, Gammons International is hiring an external marketing company to handle its marketing efforts. These efforts will include advertising, public relations, and sales promotions. efficiency in marketing all-in-one marketing coordinated promotions integrated marketing communications synergistic communication
integrated marketing communications
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines coordinated marketing communications integrated marketing communications consistent message marketing cohesive marketing communications authentic marketing
integrated marketing communications
The use of advertising to create awareness for a product is most likely to occur in which stage of the product life cycle? introduction growth maturity plateau decline
introduction
An advertisement is more likely to be unintentionally deceptive if it is directed at children stimulates demand does not stimulate demand is part of a viral marketing campaign includes product placement
is directed at children
As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ____ communication to Joachin. tactile proxemics kinesic verbal signal
kinesic
Sam is meeting with a purchasing agent about an order for his company's forklifts. As he is describing the features of the newest version, the purchasing agent nods her head to signal that she understands the features. Sam does not notice the ____ communication the purchasing agent is sending and goes into more detail about the new features. proxemic kinesic verbal tactile promotional
kinesic
Carlos is listening to the radio while driving with his kids in the back seat. During the commercial break, one of the children repeatedly asks Carlos if they have arrived at their destination. The child's questions would be considered _____ in the communication process. interference decoding distraction channel capacity noise feedback
noise
While watching a television commercial, Chloe receives a text message from her friend and responds immediately. This is an example of _____ in the communication process. decoding noise communication channels inaccuracy faulty communication
noise
Proxemic communication is an element of which form of promotion method? sales promotion social media public relations personal selling advertising
personal selling
The use of a push policy may require heavy expenditures for coupons public relations personal selling advertising guerilla marketing
personal selling
Tiffany is planning a promotion plan for Owens Corning, which manufactures fiberglass insulation. Her company is trying to promote the insulation to home builders to use in the building of new residential homes. She is most likely to recommend _____ because it allows marketers to adjust their message to improve communication. One downside is that it costs _____ than advertising to reach one customer. sales promotion; less personal selling; less personal selling; more direct marketing; more sales promotion; more
personal selling; more
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. The disadvantage is that it is _____ than advertising to reach one customer. sales promotion; more costly direct marketing; less effective sales promotion; less effective personal selling; more costly personal selling; less effective
personal selling; more costly
Word-of-mouth communications are most effective for _______________ products. mature inexpensive convenience used personal services
personal services
Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and has a head injury. The technology then releases an audible signal that will help others know that there is an injury that 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? reminder competitive comparative pioneer repetitive
pioneer
Tony is on the marketing team for a new line of self-heating soups designed for mountain climbers. The soups come in a convenient pouch that hooks on to a mountain climber's gear and collapses for easy storage when empty. The product is considered a new product in the introductory stage of the product life cycle. What type of promotion should the marketing team focus on? repetitive reminder pioneer comparative competitive
pioneer
When tablet computers were first introduced to the market, which of the following would have been the logical choice for promotion? selective demand primary demand promotion comparative promotion retention promotion pioneer promotion
pioneer promotion
When flat-screen televisions were first introduced, manufacturers tried to increase customer awareness of the new product by using _____ to build _____. pioneer promotion; selective demand comparative promotion; competitive advantage primary promotion; customer demand repetitive promotion; brand awareness pioneer promotion; primary demand
pioneer promotion; primary demand
The strategic location of products or product promotions within entertainment media content to reach the product's target market. integration exhibition positioning promotion placement
placement
Government officials and consumer groups suggest products that ______ should not be promoted. encourage materialism fulfill self-actualization needs potentially have harmful effects are too expensive are not available to all consumers
potentially have harmful effects
The National Cattlemen's Beef Association tries to generate _____ by airing advertisements with the slogan "Beef: It's What's for Dinner." comparisons of types of beef demand elasticity competition secondary demand primary demand
primary demand
In episodes of American Idol, the judges drink out of cups featuring the Coca-Cola logo. The promotion strategy being used by Coca-Cola. product promotion product integration product placement product positioning product exhibition
product placement
In many television shows and movies, you will see characters using Apple computers and laptops during the show. This promotion strategy is called _________. product positioning product placement product endorsement product display product integration
product placement
Suppose that Samsung has decided to contract with the producers of The Avengers to have characters in the movie exclusively use Samsung tablets and smartphones. This would best be an example of personal selling viral marketing public relations product placement word-of-mouth promotion
product placement
You are the marketing manager for a soft drink manufacturer. You recommend that the company should try to get the actors and actresses in television shows to drink its products. What type of promotion activity are you suggesting with your idea? personal selling product placement advertising public relations event marketing
product placement
For her sixteenth birthday, Josie has asked her parents for a new handbag from Coach. She insists that she must have a Coach bag, which has a high price and recognizable brand name. This insistence on the Coach brand supports the criticism of promotion that promotion increases prices for consumers promotion creates needs for consumers harmful products should not be promoted promotion encourages materialism promotions are deceptive
promotion encourages materialism
While in a sales meeting, Andre notices that the customer he is speaking to takes a step backward during the conversation. Feeling that the customer is disinterested in his sales pitch, Andre changes his approach to make the conversation more interesting to the customer. Andre is paying attention to ____ communication from the customer. proxemic kinesic verbal tactile promotional
proxemic
Apple regularly holds events where the company CEO announces the latest products in front of a large group of stakeholders. This type of event is best categorized under which of the following types of promotion? social media public relations advertising sales promotions personal selling
public relations
Kohler, a manufacturer of bathroom fixtures such as sinks and toilets, has uploaded several videos to YouTube that help demonstrate how to install their fixtures. These videos are best categorized under which of the following types of promotion? sales promotions social media personal selling public relations advertising
public relations
When a company is trying to communicate with its suppliers, employees, stockholders, the media, potential investors, government officials, and society in general, it is important to use personal selling public relations sales promotions advertising social media
public relations
When Glade introduced its Wax Melts line of air fresheners, if it offered coupons available in the newspaper that consumers would then take to their favorite stores, this would be an example of a _____ policy. push channel promotional pull consumer promotional reseller promotional
pull
Jack is watching television when an infomercial for a vacuum cleaner begins. As he watches the infomercial, he sees the power of the vacuum being demonstrated. In this case, Jack is the _____ and the company selling the vacuum cleaner is the _____. decoder; advertiser communicator; communicator receiver; source audience; producer listener; speaker
receiver; source
A bed and breakfast inn holds crafting getaways where all of the people staying at the property are interested in the same activity. These getaways are typically done during the fall when fewer people typically visit. These getaways are designed to encourage product trial facilitate reseller support identify prospects retain loyal customers reduce sales fluctuations
reduce sales fluctuations
Promotional efforts designed to allow a manufacturer of a seasonal product to operate at peak efficiency year-round seek to identify prospects reduce sales fluctuations facilitate reseller support encourage product trial retain loyal customers
reduce sales fluctuations
The Colorado Tourism Office advertises that people can visit Colorado ski slopes and mountains for hiking, ziplining, and horseback riding during the summertime in an effort to retain loyal customers facilitate reseller support encourage product trial identify prospects reduce sales fluctuations
reduce sales fluctuations
What is the primary motivation when a retailer such as Home Depot offers a discount on lawn mowers in September and October? identify prospects reduce sales fluctuations retain loyal customers encourage product trial facilitate reseller support
reduce sales fluctuations
ValueCut has a Haircut Club that gives customers their eighth haircut for free after they have bought seven at regular price. The primary objective of this type of program is retaining loyal customers reducing sales fluctuations stimulating demand encouraging product trial identifying prospects
retaining loyal customers
If an auto manufacturer creates an ad showing that the people in the car can feel secure in case of an accident, it is attempting to influence the customer's _____ need. love and affection self-esteem safety self-actualization physiological
safety
You are working with a sales management consultant to improve your company's sales performance of its line of juices. You and the consultant agree your promotional activities should include a greater attempt at inducing trial of the products being sold. Based on this information, which of the elements of promotion should you emphasize more? social media advertising public relations sales promotion personal selling
sales promotion
In the weeks leading up to Thanksgiving, Butterball turkey may allocate more of its promotion budget to _____ in order to account for the coupons it will be issuing to consumers. advertising personal selling sales promotions public relations social media
sales promotions
Valpak is a company that mails out packets of coupons to consumers. These coupons mostly include discounts for local and regional businesses. Valpak is helping these companies with their public relations personal selling social media sales promotions advertising
sales promotions
When a soft drink manufacturer offers digital coupons that customers can use in retail stores, it is using public relations sales promotions advertising social media personal selling
sales promotions
When sales representatives for Owens Corning meet potential customers, they offer stuffed pink panthers to promote their insulation. This example illustrates Owens Corning's use of which of the following elements of the promotion mix? sales promotions social media personal selling public relations advertising
sales promotions
When Lean Cuisine promotes the quality, taste, and calorie contents of its line of frozen meals, it is attempting to develop primary demand selective demand prospects pioneer promotion brand awareness
selective demand
In the McDonald's advertisements that state, "I'm lovin' it," McDonald's is the communication noise source transmitter decoder receiver
source
Gordon is driving on the highway and sees a billboard for a local auto dealership. On the billboard he sees pictures of three of the dealership's cars and an announcement of a current promotion. In this situation, the auto dealership is a _____, which is one who _____. receiver; decodes source; encodes messenger; encodes sender; encodes decoder; decodes
source; encodes
When a salesperson shakes a potential customer's hand, she is using proxemic communication kinesic communication verbal communication tactile communication promotional selling
tatile communication
Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this promotional video. the communication strategy the coding process the decoding process the conversion process the communications channel
the coding process
Consumers are increasingly going online for information and opinions about goods and services as well as about companies. Research has shown that _____ is the most important attribute about a ratings website. ease of use the graphic design of the page number of reviews per product number of products reviewed the site's credibility
the site's credibility
A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion. True False
true
Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing. True False
true
One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives. True False
true
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 buzz marketing guerilla marketing a word-of-mouth pyramid personal advertising
viral marketing
Kmart's "Ship My Pants" online commercial was shared by thousands of people through social media and watched millions of times on YouTube. This is an example of sales promotion viral marketing public relations personal selling advertising
viral marketing
Kristen received an e-mail from a friend that linked to a video of a funny commercial made by Old Spice. Kristen thought it was so funny that she shared the video on her Facebook page and on Twitter so that all of her friends and followers could see the video as well. This is an example of conversational promotion buzz marketing personal promotions viral marketing guerilla communication
viral marketing
Which of the following is a strategy to get consumers to share a marketer's message in a way that spreads dramatically and quickly? guerilla communication buzz marketing word-of-mouth communication conversational promotion viral marketing
viral marketing
If Honda gives one of its new motorcycles to a popular blogger so that the blogger would share information on the blog, this is best described as an example of advertising personal selling sales promotion word-of-mouth communication viral marketing
word-of-mouth communication
