mktg test 3

For communication to occur, both the sender and receiver of information must

. have a common understanding of the meaning of symbols, words, and pictures used to transmit information.

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.

promotion

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

Staples' use of email to carry its advertising messages to its business customers is which component of the communication process?

communication channel

A spokesperson for Quaker oats encourages television audiences to use its oats in the summer by using them to make healthy overnight oats, which are served cold. In this instance, Quaker is using promotion to

reduce sales fluctuations

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

advertising

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

advertising

A common form of tactile communication in U.S. business activities is

handshaking

To maximize promotional effectiveness, marketers must strive to

properly plan, implement, coordinate, and control communications

United Airlines began offering sales on flights to South America and Europe. It started promoting these lower-cost flights heavily on television and in print. Not to be outdone, Delta Airlines started offering its own sales at prices even lower than United Airlines. This refutes which of the following criticisms of promotion?

sales promotion increases prices

The manufacturers of Laundry Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice. Refer to Scenario 16.2. The makers of Laundry Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Laundry Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Laundry Whizz. The winner of the contest will receive a $100 gift card for the college bookstore along with social media recognition. This method of promotion is an example of ____, and is used to stimulate ____ demand.

sales promotion, selective

A new soft drink company took out a national advertisement announcing its new butterscotch-flavored soda. However, while people in one part of the country recognized they were talking about a soft drink, others believed it was an ice cream drink. Still, others use the term to refer to something mixed with alcoholic drinks. Therefore, there was much confusion about the term and what it means. The mistake here lies with the

source.