MAR 3023 Chapter 18

Select the elements that are part of the communication process. (Select all that apply)

-a channel -decoding -a receiver

Select the elements that are considered part of the promotional mix. (Select all that apply)

-advertising -direct marketing -sales promotion

Which are methods of setting a budget for promotion? (Select all that apply)

Competitive parity Objective and task All you can afford

Which two outcomes result when sales promotions are conducted continuously?

Customers will delay purchase until a promotion is offered. Customers will begin to question the product's value.

During which stage of the product life cycle is promotion least important?

Decline

______ refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information.

Direct marketing

marketing communications (IMC) is the coordination of all promotional activities to provide a consistent message across all audiences.

Integrated

What is an advantage of direct marketing?

It can be customized to match the needs of a target market.

Select the two characteristics of advertising.

It is nonpersonal communication. It is a paid form of communication.

What is the primary advantage of publicity?

It is perceived as credible.

Select the characteristics of an effective promotional objective. (Select all that apply)

It should be measurable. It should be designed for a well-defined target audience. It should cover a specified time period.

What is a particular challenge for the coordination of a consistent promotional effort?

Promotional elements are often the responsibility of different departments.

________ is a nonpersonal, indirectly paid presentation of an organization, good, or service.

Publicity

________ often stimulates sales for its duration, but gains are often temporary and sales drop off when the deal ends.

Sales promotion

What two questions must be answered for the development of the promotional program?

When should the promotion be run? Who is the target audience?

A manufacturer pays $274,000 to place a full-page, four-color ad in Time magazine about its new product. This is an example of ______.

advertising

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is known as ______.

advertising

In the growth stage of the product life cycle, _______ is used as the primary promotional element in order to stress brand differences

advertising

What two tactics would most likely be used by a firm when its product is in the growth stage of the product life cycle?

advertising that stresses brand differences personal selling that solidifies the channel of distribution

For its newest gaming console, Star Electronics decides to tell consumers about the product by placing a full-page advertisement in the most popular gaming magazine. In the communication process, the magazine ad is the ______.

channel of communication

The ________ refers to the medium that carries the message for a firm, such as a salesperson, advertising media, or public relations tools.

channel of communication

The _____________ process requires six elements: a source, a message, a channel, a receiver, and the processes of encoding and decoding. Listen to the complete question

communication

The process in which a message is conveyed to others in known as ______.

communication

The promotional activities within IMC are designed to provide a ______ message.

consistent

What are two disadvantages of direct marketing?

consumer concerns about privacy high costs to maintain a good database

During which stage of the product life cycle is little money, if any, spent on promoting the product?

decline

The process by which the receiver takes a set of symbols and transforms them back to an idea is called________.

decoding

When using the objective and task method to determine the promotion budget, marketers must take which steps?

determine the promotion costs for performing tasks determine its promotion objectives

Select elements of the promotional mix. (Select all that apply)

direct marketing personal selling public relations

In the communication process, ________ refers to the transformation of the sender's ideas into a set of symbols.

encoding

What allows the sender to determine whether the message was properly decoded and understood by the receiver?

feedback

For a message to be communicated effectively, the sender and receiver must have a mutually shared ________, a similar understanding and knowledge they apply to the message.

field of experience

International marketing presents special challenges in communication, since the source and receiver may not have overlapping ________, due to differences in culture and language.

fields of experience

What two issues must be considered when putting together a firm's promotional mix?

how to coordinate a consistent promotional effort among various departments how to balance the use of different promotional tactics

Promotion in the prepurchase stage is meant to ______ and ______. (Select two answers)

inform the consumer induce a low-risk trial

Within the communication process, decoding can best be described as ______.

interpretation

Which best describes promotional spending in the decline stage of the product life cycle?

little to none

To the extent that time and money permit, the target audience for the promotion program should ______.

match the target market for the firm's product

In the communication process, the information sent by the source forms the___________.

message

When a cell phone provider features a new product in its advertising, the description for the new phone would best be called the ______.

message

Competing messages, lack of clarity in a message, or even printing mistakes can create problems that prevent effective communication, so they are called ________.

noise

If a salesperson used so much industry jargon that a prospective buyer was unable to understand the message properly, the communication would fail because of ______.

noise

The characteristic that best describes personal selling is that it is ______.

often a face-to-face interaction

Higher levels of complexity, risk, and ancillary services for a product will result in the use of more ________ in the promotional mix.

personal selling

Intermediaries in the marketing channel benefit from ________ because they are provided marketing advice and expertise, in addition to information about allowed markup, merchandising support, and return policies.

personal selling

What two tactics would most likely be used by a firm when its product is in the growth stage of the product life cycle?

personal selling that solidifies the channel of distribution advertising that stresses brand differences

Advertising, personal selling, and public relations are part of the ______ element of the marketing mix.

promotion

Advertising, personal selling, public relations, sales promotion, and direct marketing are the five elements of the ______.

promotional mix

Publicity, lobbying efforts, and press conferences are some of the tools used in ______.

public relations

What promotion element plays the least important role in the postpurchase stage?

public relations

Which promotional element is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers and others about a company and its products, using tools like special events, lobbying, and press conferences?

public relations

Lack of control over the firm's message is a disadvantage of using ________ as the primary element of a firm's promotional campaign.

publicity

News stories, editorials, and announcements about organizations, goods, and services are examples of ______.

publicity

When the manufacturer directs the promotional mix at ultimate consumers to encourage them to ask the retailer for a product, and the retailer then orders it from a wholesaler, it is known as a(n) ________ strategy.

pull

The two channel strategies used by a manufacturer to assist in moving a product through the channel of distribution are the ______ strategies.

push and pull

The primary promotional objective in the maturity stage of a product's life cycle is to ______.

remind and generate loyalty

The feedback loop consists of two elements—feedback and ______.

response

Free samples, rebates, sweepstakes, and contests are all examples of which promotional element?

sales promotion

Which promotional element is a short-term inducement of value offered to arouse interest in buying a good or service?

sales promotion

Which promotion tactic would most likely be used by a firm when its product is in the maturity stage of the product life cycle?

sales promotion to maintain loyalty

What two elements are likely to be used in promotion during the prepurchase stage of the consumer buying decision?

samples that provide a low-risk trial advertising that informs the buyer of the existence of the product and the seller

If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the _______ in the communication process.

source

In the marketing communication process, the ______ refers to the company or person who has information to convey.

source

Within the communication process, encoding could best be described as ______.

transforming ideas into symbols