Principles of Marketing Chapter 15 Quiz

The use of a pull policy may require heavy expenditures for

advertising and sales promotion.

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they

are potentially harmful

Promotion tends to

capitalize on existing needs

Product placement in television shows is becoming increasingly important due to

consumers' greater ability to screen advertisements

Some promotional programs are unsuccessful because marketers fail to generate awareness of

critical issues among a significant portion of target market members

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.

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

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

Promotion helps consumers because it

informs consumers and places them in a position to specify the products that they seek.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications

Public relations

is an element of promotion that should be handled on a continuous basis.

demand for a product category

particular brand

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

personal selling

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

promotional mix ingredients

Communication through the use of brochures, annual reports, event sponsorships, and news stories is referred to as

public relations

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

Product placement is the strategic location of products

within entertainment media content