mktg ch 16
Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion?
Reducing sales fluctuations
Hunt's decided to put a much larger share of its promotion budget into ___________ because of the heavy reliance it will be placing on coupons in the second quarter.
sales promotion
A consumer contest is an example of
sales promotion.
An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is
sales promotion.
Marketers of highly seasonal products tend to have more irregular use of
sales promotion.
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.
When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build
selective demand.
When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing
the coding process.
Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?
Advertising
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 of philanthropic organizations favored by the target market.
Cause-related marketing
The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?
Decline
Which of the following industries is most likely to employ combative promotional efforts?
Fast food
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 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.
High-priced products usually depend heavily on which promotion mix ingredient?
Personal selling
Kinesic communication is an element in which type of promotional method?
Personal selling
When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been?
Pioneer promotion
_____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.
Public relations
Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?
The role of promotion is to stimulate product demand.
Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?
The size, geographic distribution, and demographic characteristics
Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?
Word-of-mouth communication
One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required.
advertising
The use of a pull policy may require heavy expenditures for
advertising and sales promotion.
A paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium is
advertising.
Cost efficiency, repetition, and adding product value are all potential benefits of
advertising.
All of the following are examples of publicity-based public relations tools except
annual reports.
Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they
are potentially harmful.
An attempt to create a trend or acceptance of a product through word-of-mouth communication is called
buzz marketing.
Promotion tends to
capitalize on existing needs.
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
Each communication channel has a limit on the volume of information it can handle effectively. This limit is called
channel capacity.
For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their
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.
The basic function of promotion is
communication.
Often when a company introduces a new product or line extension, its promotion will focus on _____ in order to initiate the product-adoption process.
creating awareness
Primary demand is defined as
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.
As Emily Jeffries prepares the script for a radio commercial for her boutique, she is engaging in the _______ stage of the communication process.
encoding
In one corner of its magazine advertisement for office copiers, Epson places a small box asking for the names and addresses of individuals or companies seeking more information. Epson has included this box to facilitate ___________ for this communication.
feedback
Effective management of integrated marketing communications is based upon
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
integrated marketing communications.
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.
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications.
Pioneer promotion is most likely to be used during the _____ stage of the product life cycle.
introduction
Promotion is communication that is
managed.
During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ___________ in the communication process.
noise
Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered
noise
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 focus their promotion efforts on
personal selling.
If promotion does not do its job of stimulating demand, then the
price of the promoted product is likely to increase.
When a salesperson varies the physical distance between himself and a customer he is using
proxemic communication.
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
The individual or group that decodes a coded message is called a
receiver
An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to
reduce sales fluctuations.
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.
Factors such as climate, seasons, and holidays tend to lead to the promotional objective of
reducing sales fluctuations.
The process of putting one's thoughts (meaning) into signs (symbols) is called
the coding process.
OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?
Communication channel
Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to
encourage product trial.
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion
encourages materialism.
A common form of tactile communication in U.S. business activities is
handshaking.
A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a
source
In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication
source
Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?
Personal selling
During the introduction stage of the product life cycle, which type of promotion would a firm focus on?
Pioneer
Procter & Gamble periodically sends out coupons and free samples of products like Downy fabric softener. This illustrates P&G's use of which of the following elements of the promotion mix?
Sales promotion
The vehicle through which the coded message is transmitted from the source to the receiver is called a(n)
communication channel.
Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
communication channels.
A sharing of meaning defines
communication.
Retro64 distributes free downloadable versions of its computer games for a 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 objective is to
facilitate reseller support.
Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of
facilitating reseller support.
Promotion helps consumers because it
informs consumers and places them in a position to specify the products that they seek.
Public relations
is an element of promotion that should be handled on a continuous basis.
If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for
love and affection.
Selective demand is demand for a
particular brand.
Sara Dickson 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 a pull policy is to be used in promoting a product, the firm
promotes directly to consumers.
Communication through the use of brochures, annual reports, event sponsorships, and news stores 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.
During the decoding process, the
receiver attempts to convert signs or symbols into concepts and ideas.
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. In this case, Sierra is the _____ and Wendy's is the _____ of this communication.
receiver; source
Blockbuster offers its customers a Blockbuster Rewards Card that allows them to rent every sixth movie free and provides various discounts throughout the year. The primary promotional objective of programs such as this is
retaining existing customers.
The cost of _____ is usually substantially lower than the cost of _____.
retaining existing customers; acquiring new customers
When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build _________ demand.
selective
Which of the following types of promotion informs potential customers about a product and what it is?
Pioneer
In marketing communication terms, the speed of an Internet connection relates to
channel capacity.
The receiver's response to a message is ___________ for the source.
feedback
In order for customers to receive greater customization and service, they must be willing to
give information about themselves and their tastes.
The two main reasons for criticism of promotional activities are that promotion
has some flaws, and it pervades our daily lives.
The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to
identify prospects.
A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of
identifying prospects.
Bowflex uses infommercials 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
identifying prospects.
Face-to-face communication such as product sampling and personal selling provides marketers with
instant feedback.
Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication.
kinesic
Channel capacity is determined by the
least efficient component of the communication process.
The message that a source originally encodes and the meaning a receiver ultimately decodes
may be different because of noise.
When encoding the message, the source should use signs that have
meanings that the target market will understand.
Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is
personal selling.
By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate
primary demand.
If the push policy is used in promoting a product, the firm
promotes only to the next marketing institution down the marketing channel.
Advertising, personal selling, sales promotion, and public relations are called
promotion mix ingredients.
Promotion can help keep prices lower because
promotion of prices intensifies price competition.
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
promotion.
To gain maximum benefit from promotional efforts, marketers must strive to
properly plan, implement, coordinate, and control communications.
Sweepstakes, free samples, coupons, and rebates are examples of
sales promotion techniques.
If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on
wholesalers.