Chapter 16 Assignment

Promotion today tends to be more deceptive than 100 years ago.

False

Proxemic communication involves communication through the movement of head, eyes, arms, hands, legs, or torso.

False

The mayor of Lexington, Kentucky held a press conference to comment on some changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to send in questions. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. This can best be described as_____________________--.

Integrated marketing communications

_________________ is used less frequently today than in the past.

Mass media advertising

Which of the following most likely constitutes buzz marketing?

McDonald's used chalk to draw out a giant professional-looking drawing of french fries complete with the McDonald's logo on the boardwalk of a big city.

________________ is a . form of advertising that . strategically locates products or product promotions within entertainment media to reach the product's target markets.

Product Placement

If promotion stimulates demand, it is entirely possible that it will lead to lower prices for consumers.

True

f Mattel tells Walmart it will give them a discount if they purchase a certain amount of product, this would be an example of a push policy.

True

Which of the following sites has likely been the most useful for marketers wanting to engage in viral marketing?

YouTube

Scenario 16.2 Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. The type of promotional activity used is based on _______.

characteristics of the target market

Which of the following is a major goal of integrated marketing communications (IMC) in regard to its marketing messages?

consistency

Scenario 16.2 Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. Based on the scenario, what is Xuxez's most likely objective for the promotion of its new brand?

create awareness

Janice works for a business that sells safety equipment for engineering and construction firms. She has set up a booth at a trade show. Interested representatives from different firms can talk with Janice about the products her company offers. Janice encourages each person that stops by to fill out a form with their information on it, so her company can send them more information about their products as well as promotional opportunities. Janice is using this promotional technique to _______.

identify prospects

Which of the following is an advantage of product placement?

it reaches consumers while they are being entertained

Shawna works as a marketer for a large company. Because Shawna loves the Economist, she makes arrangements to take out an advertisement in the next issue. However, Shawna later realizes that middle and lower-income individuals—a significantly portion of the target market for her company's product—do not read the Economist. In fact, most do not even read print magazines anymore. Shawna's campaign suffers from the use of the wrong _______.

marketing channel

Scenario 16.2 Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. Xuxez is engaging in what type of promotion?

product placement

John is highly critical of promotion. Recently his son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on YouTube have convinced his son that he must have the bike to be happy. His wife Matilda, however, knows that many of the "cool" kids in her son's class use that bike. Despite her thoughts on the matter, John is convinced that promotion is negative. John believes that _______.

promotion creates needs

Molly owns a small flower shop. She has recently expanded and would like to get more customers. Her ideal form of promotion would be a television advertisement. However, she decides it costs too much for her to go that route. She decides to place a smaller ad in on Facebook at half the cost. Molly's reasons for choosing this form of promotion is based on her________________-.

promotional resources

Scenario 16.1 Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. The campaign was so successful that Rick decided to host a special event to announce the winner. On the day of the event he invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed product with a short description was provided to reporters to publish in the paper. This campaign is an example of _______.

public relations

A small store on the Santa Fe plaza is open six days a week from 9 a.m. to 6 p.m. The store usually has some type of sales promotion during the weekdays but rarely offers them on Saturdays. This promotional strategy is most likely because the owner wants to _______.

reduce sales fluctuations

Scenario 16.1 Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. What type of promotion is this online contest?

sales promotion

Scenario 16.1 Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. In order to communicate the message, Rick had to convert his message into writing that represented the ideas he was trying to get across. Rick is the _______ of the message, and he is involved in _______.

source;encoding

Planters nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Planters' objective for this promotion is most likely to _______.

stimulate primary demand

Which of the following represents noise in the communication process?

the use of technical jargon the receiver doesn't understand

Because Samantha loves Chinese food, she was eager to check out a new Chinese restaurant in town. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, large billboards, and Facebook ads. However, when she talked to two of her friends, they told her the restaurant left much to be desired. The service was terrible, and the prices were too high. Based on these recommendations, Samantha decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______.

word-of-mouth marketing