Chapter 17 mktg 351
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 bestexample 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
OES Office Systems' use of fax machines to carry its advertising messages to its business customersis which component of the communication process?
Communication channel
The use of heavy advertising in the promotion mix is least likelyto occur in which product life cycle stage?
Decline
Which of the following industries is most likelyto employ combative promotional efforts?
Fast food
If a firm'spromotional 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 bestexample 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
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
Which of the following types of promotion informs potential customers about a product and what it is?
Pioneer
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
Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion?
Reducing sales fluctuations
Frequently, Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink. This example illustrates Burger King's use of which one of the following elements of the promotion mix?
Sales promotion
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
Companies tend to viewpromotion from many vantage points. Which of the following alternatives is most accurate?
The role of promotion is to stimulate product demand
Whichof 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
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
One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required
advertising
Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on
advertising
The use of a pull policy may require heavy expenditures for
advertising and sales promotion
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
A sharing of meaning defines
communication
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 vehicle through which the coded message is transmitted from the source to the receiver is called a(n)
communication channel
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
A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____________ advertising
deceptive
Primary demand is defined as
demand for a product category
Communication can be viewed as a circular processbecause
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
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
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 objectiveof
facilitating reseller support
Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's
feedback
Inone 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
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
As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A(n) ___________, which is a form of tactile communication, concludes the session.
handshake
A common form of tactile communication in U.S. business activities is
handshaking.
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 informationis 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
Effective management of integrated marketing communicationsis based upon
information about customers
Promotion helps consumers because it
informs consumers and places them in a position to specify the products that they seek.
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 _____ stageof the product life cycle.
introduction
Public relations
is an element of promotion that should be handled on a continuous basis
As they walk to the car, Erin Brandeis tells her sales representative, Joachin Perez, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ___________ communication to Joachin.
kinesic
Headnodding, 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
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
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
Anything that reduces the accuracy and clarity of communicationis called
noise
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
Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on
personal selling
Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is
personal selling
Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates
personal selling
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 promotion does not do its job of stimulating demand, then the
price of the promoted product is likely to increase.
By promoting the fact that "orange juice is not just for breakfast anymore,"the Florida Orange GrowersAssociation attempted to stimulate
primary demand
If a pull policy is to be used in promoting a product, the firm
promotes directly to consumers
If the push policy is used in promoting a product, the firm
promotes only to the next marketing institution down the marketing channel
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 productis the role of
promotion
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
To gain maximum benefit from promotional efforts, marketers must strive to
properly plan, implement, coordinate, and control communications
Brandon walks around behind purchasing agent Shannon Wise as she looks at the pamphlet describing Hyster's new conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ___________ communication Shannon is sending.
proxemic
When a salesperson varies the physical distance between himself and a customer he is using
proxemic communication
Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as
public relations
TheSharper 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
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 messageis called a
receiver
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
A 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
An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to
reduce sales fluctuations
Factors such as climate, seasons, and holidays tend to lead to the promotional objective of
reducing sales fluctuations
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
A consumer contest is an example of
sales promotion
Anactivity and/or material that offers added value or incentive to resellers, salespeople, or consumers is
sales promotion
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
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
Sweepstakes, free samples, coupons, and rebates are examples of
sales promotion techniques
Marketers of highly seasonal products tend to have more irregular use of
sales promotion.
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
When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build
selective demand
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
The process of putting one's thoughts (meaning) into signs (symbols)is called
the coding process
When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing
the coding process
What is the overall role of promotion?
to stimulate product demand
Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as
viral marketing
Radio and television signals as well as ink on the paper of a magazine or newspaperare all considered
communication channels
Selective demand is demand for a
particular brand
Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on
personal selling
The cost of _____ is usually substantially lower than the cost of _____.
retaining existing customers; acquiring new customers
If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on
wholesalers.