BNAD 303 Chapter 16 MIndtap Questions

Which of the following are examples of a pull policy? (Select three)

1) Retailers asking their wholesalers to carry the product 2) Consumers encouraging the retailer to carry the product 3) Manufacturers trying to stimulate consumer demand by promoting directly to consumers

When a product's target market consists of millions of customers, organizations tend to rely on (blank) and (blank)

1) advertising 2) sales promotion

Which of the following are examples of a push policy? (Select three)

1) retailers using sales promotion to convince consumers to buy 2) manufacturers using aggressive business-to-business advertising to convince wholesalers to carry the product 3) Wholesalers using personal selling to persuade retailers to carry the products

Paid, nonpersonal communication through mass media such as a radio ad is which element of the promotional mix?

Advertising

What is the limit on the volume of information a communication channel can handle effectively known as?

Channel capacity

Coding process

Converting meaning into signs or symbols

Decoding process

Converting signs or symbols into concepts and ideas

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to (blank)

Encourage product trials

(blank) is the coordination of promotion and other marketing efforts to ensure the maximum informational and persuasive impact on customers.

Integrated marketing communications

Which of the following is appropriate for stimulating primary demand?

New introductory promotion

Which of the following is not one of the four elements of the promotion mix?

New introductory promotion

Which element of the promotional mix is a paid personal communication that seeks to inform customers and persuade them to purchase products?

Personal selling

(blank) on television has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements.

Product placement

Noise

Reduces a communication's clarity and accuracy

Which of the ten possible promotion objectives involves a firm using its resources more efficiently by using promotional techniques that generate sales during slow periods?

Reducing sales fluctuations

Communication channel

The medium of transmission that carries coded messages from the source to receiver

Source

The originator of the message

Receiver

The person who decodes the message

Identify each component of the communications process by matching the descriptions of the communication process in the left column to the components of the communications process in the right column: Feedback

The receiver's response to the decoded message

(blank) is a strategy to get consumers to share a marketer's message in a way that spreads dramatically and quickly.

Viral marketing

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as (blank)

Word-of-mouth communication

(blank) is the sharing of meaning through the transmission of information. Assessment question

communication

A major goal of integrated marketing communications is to send (blank) messages to customers.

consistent

If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in (blank)

lower prices

If a company's promotional budget is extremely limited, the firm is likely to rely on (blank)

personal selling

Which promotional issue is when promotion stimulates demand?

Does promotion increase prices