Marketing CH 15

For its new Jeep Compass, DaimlerChrysler launched a campaign targeting young, hip consumers. To reach its target, Jeep's advertising agency used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. The agency devised a host of bobblehead characters that represented the wide variety of potential Compass buyers. DaimlerChrysler was the _____ of the message in this communication process. a. sender b. decoder c. channeler d. receiver e. communicator

A

Vera ordered the Chihuahua Christmas ornament she saw advertised in the Sunday coupon supplement by phoning The Danbury Mint and placing her order. In terms of the communication process, Vera's purchase was an example of: a. feedback b. noise c. implicit communication d. channeled communication e. message encoding

A

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows. a. Sales promotion b. Publicity c. Personal selling d. Advertising e. Sponsorship

A

Encoding is the: a. creation of the original ideas and thoughts of a message b. conversion of the sender's ideas and thoughts into a message c. transmission of a message d. receipt and comprehension of a message e. deciphering and understanding of a message

B

In 2008, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new show My Own Worst Enemy. The television network's _____ described its plan on how to use these tools most effectively. a. mass communication mix b. promotional strategy c. selling plan d. marketing mix e. strategic goals

B

Persuasion normally becomes the primary promotion goal when: a. a firm is trying to increase brand awareness b. the product enters the growth stage of the product life cycle c. selling a highly technical product d. reminding consumers where to buy the product e. new products are in early stages of the product life cycle

B

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will explain how plastics protect families from food spoilage and contamination. The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance. By trying to change customers' perception of plastic packaging, the council is using _____ promotion. a. reminder b. persuasive c. declarative d. diffusive e. mass

B

To increase its revenues, US Airways has decided to sell space on air-sickness bags to sponsoring companies as a different medium for their promotional messages. The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be: a. push advertising b. personal selling c. direct advertising d. sales promotions e. publicity

B

For communication to be effective: a. marketing managers should use both interpersonal and mass communications b. all steps of the communications process model must take place c. marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas d. advertising messages must be general enough to cover all ages, social classes, and education levels e. marketers should use televised instead of print communication

C

The Steel Recycling Institute is an industry association that promotes and sustains the recycling of all steel products. An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of: a. direct selling b. news marketing c. publicity d. event marketing e. direct marketing

C

The receiver's response to a message is _____ to the source. a. decoded b. noise c. feedback d. channeled e. static filled

C

Which of the following statements about the characteristics of the elements in the promotional mix is true? a. Control over message content is greatest when public relations is used. b. A large audience is best reached with personal selling. c. The fastest feedback occurs with personal selling. d. The mode of communication for sales promotion is usually direct and personal. e. The message flow with advertising is two-way

C

Ernest has three engineering degrees. He has hired an interior decorator to update his home. He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements that the designer is unable to understand. Yet Ernest has the same problems when the designer starts talking about mauve, cerise, and magenta. Why is the communication process not working in this instance? a. The designer is not intelligent enough to understand engineering. b. Noise is interfering with both encoding and decoding. c. The wrong medium has been used. d. The sender and receiver do not share overlapping frames of reference. e. Personal selling should not be used to market this type of product.

D

Interpersonal communication is: a. nonpaid information such as publicity b. paid communication placed in personal media c. long-distance communication between a business and its target market d. direct face-to-face communication between two or more people e. noise-free communication

D

The _____ is the originator of the message in the communication process. a. communicator b. encoder c. channeler d. sender e. receiver

D

The communication process itself consists of: a. message, media, and transmittal b. source, receiver, and channel c. sender, receiver, and message d. encoding, decoding, channel, sender, and receiver e. comprehension, noise, and feedback

D

The promotional mix consists of: a. advertising, publicity, direct marketing, and personal selling b. public relations, direct marketing, personal selling, and publicity c. product, promotion, price, and place d. advertising, personal selling, sales promotion, and public relations e. advertising, telemarketing, public relations, and sales promotions

D

The two major categories of communications are: a. verbal and nonverbal b. direct and indirect c. long term and short term d. mass and interpersonal e. informative and persuasive

D

What are the three basic tasks of promotion? a. Informing, persuading, and convincing b. Persuading, convincing, and reminding c. Informing, convincing, and reminding d. Informing, persuading, and reminding e. Persuading, comparing, and reminding

D

A channel in communication is: a. the only source of noise b. the same as in distribution c. usually an ad agency or public relations firm d. someone who places advertising into media e. any communication medium

E

In 2006, Atlanta once again hosted the Peachtree Road Race, a running event that attracts many world-caliber racers. This year, race officials also sanctioned a race conducted in Iraq so that soldiers from Georgia would not have to miss the annual event. The winners of the Mideast race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree Race was as example of: a. advertising and personal selling efforts b. strategic product promotions and resulting sales c. a target marketing strategy d. sales promotion efforts e. a public relations strategy and resulting publicity

E

Publicity: a. will never damage a company because it performs the information task of promotion b. is free communication c. is not persuasive with customers d. has to be purchased from the mass media e. has many internal costs to the company associated with it

E

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage. The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n) _____ format because the product is so technical. a. influencer b. persuasive c. reminder d. reseller e. informative

E

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, Meridian acted as a: a. channel b. noise filter c. receiver d. decoder e. sender

E

T/F: The AIDA concept can be used to explain how all promotions influence purchase decisions.

false

T/F: When a marketer sends a message to the target market, the marketer must first decode the symbols used.

false

T/F: From the consumer's point of view, a company's communications are already integrated, no matter how the company itself defines them.

true

T/F: In terms of the AIDA process, public relations has its greatest impact in gaining attention and interest for a company, good, or service

true

T/F: It's been a few years since odor-free paint hit the market, and a paint manufacturer estimates the paint to be in the growth stage of its product life cycle. With all the competition in the industry today, the manufacturer should use promotions that persuade buyers of odor-free paint to purchase its brand over all others.

true

T/F: Nature Valley uses popular magazines, radio, and cable television to promote its brand of trail mix. Nature Valley uses mass communication.

true

T/F: NutriFoods is concerned that its advertising messages are not getting through to the target market as intended. Its radio ads contain music that its target market does not like, and its spokesperson has a very nasal voice that sounds as though he has a perpetual cold. These are examples of noise in the communications process.

true

T/F: One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices.

true

Marketers use public relations to: a. earn public understanding and acceptance b. communicate with the community in which they operate c. educate the public about company goals d. introduce new products e. do all of these things

E

USA cable television uses billboard, television, magazine, and newspaper advertising to inform television viewers about new episodes of Monk, a popular television series. USA uses _____ communication. a. referential b. mass c. factual d. interpersonal e. public

B

_____ is a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other. a. Implicit communication b. Personal selling c. Mass communication d. Public relations e. Synergistic communication

B

According to the AIDA concept, the first step an advertiser must take is to gain the consumers': a. attention b. attitude alignment c. action d. adaptation e. adoption

A

AIDA stands for: a. attitude, interest, demand, activity b. attention, interest, desire, action c. awareness, intent, demand, action d. avoidance, interest, desire, acceptance e. attitudes in developing acquisitions

B

When a product is in the growth stage of its product life cycle: a. all elements of the promotional mix are equally important b. heavy advertising is used to build brand loyalty c. persuasive and reminder advertising is decreased d. personal selling is ineffective e. personal selling and sales promotions are the major elements of the promotional mix used

B

A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer. a. reinforcement b. personal selling c. push d. pull e. kinetic

D

T/F: Publicity is free.

false

T/F: The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

true

Because automobile tires are in the maturity stage of their product life cycle, the promotional mix element _____ should NOT be emphasized in the marketing of this product. a. public relations b. persuasive advertising c. sales promotion d. reminder advertising e. personal selling

A

In terms of the AIDA concept, sales promotion is most effective at creating: a. strong desire and purchase intent b. positive attitudes toward a brand c. awareness of a product d. long-term interest e. awareness of a product and purchase intent

A

Refer to Amtrak. Amtrak's campaign is designed to communicate to a large audience via television, radio, and print. This is an example of _____ communication. a. mass b. clutter c. interpersonal d. intrapersonal e. public

A

Refer to Amtrak. The plan to optimally utilize television, radio, print, and out-of-home vehicles to target business travelers is called a: a. promotional strategy b. marketing mix c. promotion goal d. selling plan e. publicity plan

A

Refer to Cable TV. The cable industry's ad campaigns are designed to communicate to a large audience via television and radio. It uses _____ communication. a. mass b. clutter c. interpersonal d. intrapersonal e. public

A

Refer to Methodist Church. The ad campaign will use _____ communication. a. mass b. interpersonal c. direct d. hierarchical e. functional

A

Refer to RugRatReaders. According to the AIDA model, the first step Martin must achieve with his target market is: a. Attention b. Interest c. Liking d. Desire e. Action

A

Shannon Murphey wanted to increase sales at his Tyler, Texas, jewelry store, Murphey the Jeweler. After analyzing his sales figures, he decided to give away $50 gift certificates for local businesses to give to their employees. "Many people used the gift certificates as credit toward more expensive items," explains Murphey. Murphey used a(n) _____ strategy. a. pull b. push c. kinetic d. inertia e. cash-flow

A

The various Survivor shows have been promoted through personal appearances by show participants, Web sites, and merchandise with the Survivor logo as well as print and broadcast advertising. To make sure that all of the promotional messages are coordinated, CBS (the network on which the show is broadcast) should use the: a. integrated marketing communications approach b. integrated communications management approach c. AIDA concept d. interpersonal and mass communications approach e. coordinated market management approach

A

To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix? a. Public relations b. Sales promotion c. Event sponsorship d. Personal selling e. Direct marketing

A

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions? a. Personal selling b. Reminder advertising c. Sales promotion d. Public relations e. Informative advertising

A

Fans of Cheerwine cherry-flavored cola are able to explain why Cheerwine is superior to any other type of cherry cola. They are scattered throughout the southeastern United States and are extremely brand loyal. The characteristics of this target market indicate that a promotional mix with _____ should be used. a. less publicity and sales promotion and more personal selling b. more advertising and sales promotion and less personal selling c. more sales promotion and personal selling and less advertising d. less sales promotion and more advertising and personal selling

B

Molson beer was produced in Canada. Coors was manufactured in the United States. A merger of the two breweries gave each brand access to a significantly larger market. To effectively reach both markets, the merged company needed to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the brewery needed to use: a. coordinational promotion b. integrated marketing communications c. transformational marketing d. creative selling e. transactional communications

B

Refer to Amtrak. Television, radio, print, and out-of-home media represent the _____ in the communication process used by Amtrak. a. feedback loop b. channel c. encoder d. receiver e. communicator

B

Refer to Cable TV. Television represents the _____ in the communication process used by the cable industry to transmit its message. a. feedback loop b. channel c. encoder d. receiver e. communicator

B

Refer to Methodist Church. According to the AIDA concept, the ads must first: a. create interest in the Methodist Church b. draw attention to the Methodist Church c. act on unfulfilled needs of the unchurched d. augment current knowledge e. create a desire to attend the Methodist Church

B

Refer to RugRatReaders. In all of Martin's ads, he will emphasize the books' indestructibility. This represents the product's: a. tactical advantage b. competitive advantage c. feedback d. promotional result e. objective strategy

B

Refer to RugRatReaders. In attempting to get consumers to ask the retailer for his product, Martin is using a _____ promotional strategy: a. push b. pull c. kinetic d. publicity e. reinforcement

B

Refer to RugRatReaders. Martin's choice of radio as his promotional tool is based on the fact that it is a one-way mass communication vehicle. Radio is most commonly used with which promotional mix element? a. Public relations b. Advertising c. Direct marketing d. Sales promotion e. Sponsorship

B

Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Walmart. This new strategy is a _____ strategy. a. kinetic b. push c. pull d. foot-in-the-door e. reinforcement

B

The AIDA concept: a. assumes that the second step in the purchase-decision process is inertia b. does not explain how all promotions influence purchase decisions c. assumes that consumers regularly go through each stage of the process during all purchases d. indicates that the purchase decision is the same for high-involvement and low-involvement products e. is accurately described by none of the choices

B

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic. The American Plastics Council is planning to use a(n) _____ strategy. a. kinetic b. pull c. inertia d. advertorial e. push

B

Hasbro, Inc. hired actress Jamie Lee Curtis as its spokesperson to promote the company's board games. As part of the campaign, Curtis appeared in television spots dressed as characters from various Hasbro games such as Battleship, Monopoly, and Clue to promote the games as great Christmas gifts to parents who played the games as children. This promotion was intended to: a. amuse consumers b. influence consumers to switch to Hasbro games c. act as a reminder advertisement d. persuade nonplayers of games to try them e. act as a persuasive device for the product category

C

In January 2005, Burger King sponsored the opener of the third season of The Apprentice. The Apprentice sponsorship was an important element in Burger King's overall marketing strategy to build social currency for the brand through contests, advertising, and other sales promotion. That is, the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message. Burger King used: a. coordinational promotion b. promotional mixing c. integrated marketing communications d. creative selling e. processed marketing

C

Petra McCoy has developed a product for cleaning grout called Grout-Chee. Everyone who has tried the product really appreciates how quickly it works, but McCoy is having trouble getting retail stores to carry the product. She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product. McCoy is using a(n) _____ promotional strategy. a. kinetic b. inert c. push d. advertorial e. pull

C

Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model. a. liking b. awareness c. action d. preference e. knowledge

C

Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses a _____ promotional strategy. a. push b. personal selling c. pull d. reinforcing e. kinetic

C

Refer to Amtrak. Amtrak originated the new campaign. Amtrak represents the _____ in the communication process. a. promotional impetus b. decoder c. sender d. channeler e. receiver

C

Refer to Amtrak. Amtrak's careful coordination of all of its promotional activities to present a single, focused communication to its consumers is an example of: a. coordinational promotion b. promotional mixing c. integrated marketing communications d. creative selling e. processed marketing

C

Refer to Amtrak. The means by which Amtrak communicates with business travelers about the merits and characteristics of the Metroliner is called: a. distribution b. direct marketing c. promotion d. publicity e. personal selling

C

Refer to Cable TV. The cable industry is the originator of this ad campaign against satellite dishes. The industry represents the _____ in the communication process. a. communicator b. encoder c. sender d. channeler e. receiver

C

Refer to Methodist Church. In terms of the communication process, the unchurched who see the ads while watching television are expected to be: a. channels and encoders b. senders and receivers c. receivers and decoders d. channels and decoders e. receivers and channels

C

Refer to RugRatReaders. The promotional campaign Martin is utilizing is designed to accomplish which basic promotional task? a. Rewarding b. Persuading c. Informing d. Influencing e. Reminding

C

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are: a. public relations and reminder advertising b. sales promotion and public relations c. personal selling and persuasive advertising d. sales promotion and personal selling e. informational advertising and publicity

C

When Lee Apparel introduced Lee Dungarees, it carefully coordinated posters, radio and television commercials, and a Web-based interactive game that drove customers to off-line stores and back to the Web site. All of these elements produced a consistent, unified, customer-focused message. Lee Apparel used: a. coordinational promotion b. promotional mixing c. integrated marketing communications d. creative selling e. processed marketing

C

Which of the following outlines a sequential four-step process for achieving promotional goals? a. The communication model b. The hierarchy of impacts c. The AIDA concept d. Maslow's hierarchy of needs e. Schramm's model

C

Which of the following statements about the AIDA model is true? a. The AIDA model explains why public relations is the most important element in the promotional mix. b. Advertising is most effective at the purchase stage of the AIDA model. c. Certain promotional tools are more effective at certain stages of the AIDA model. d. Sales promotion is not helpful during the attention stage of the AIDA model. e. The promotional mix should not be influenced by the AIDA model.

C

_____ is probably the most important factor in determining the promotional mix. a. The advertising agency b. The need for feedback c. Money d. Media availability e. Message flexibility

C

_____ is the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused. a. Interpersonal and mass communications (IMC) approach b. Promotional mixing c. Integrated marketing communications d. Creative selling e. Relationship marketing

C

An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines. The ad said that if you were interested in learning more about the new product or trying it out, you should ask your physician. The manufacturer of the drug was using a _____ promotional strategy. a. reinforcement b. personal selling c. push d. pull e. kinetic

D

Entrepreneur Krissa Fernandes has developed flour made from ground almonds that she sells under the Platinum Nut brand for use in baking. Everyone who has baked with the new flour loves it, but she is having trouble getting potential consumers to the desire stage of the AIDA concept. Which of the following elements of the promotional mix would be most likely to move people to look for the product and buy it? a. Flyers placed under windshield wipers at crafts festivals b. An article in local newspaper about entrepreneurs c. Increasing the number of stores carrying Platinum Nut d. A $2-off coupon for a five-pound bag of almond flour e. A classified ad

D

For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process? a. A pair of white socks b. A two-pack of light bulbs c. A loaf of bread d. Gear for mountain climbing e. A six-pack of beer

D

Lyndon went to a Web site that sells barbeque grills and read reviews of several different models. He has requested more information about a Weber grill that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect grill. As far as Weber is concerned, Lyndon is in the _____ step of the AIDA concept. a. action b. attention c. liking d. interest e. desire

D

Refer to Cable TV. The television advertising utilized by cable operators represents the means by which the company communicates to current users to influence an opinion or elicit a response. This is called: a. distribution b. price c. research and development d. promotion e. publicity

D

Refer to Methodist Church. A news article about the Methodist Church that appeared in the Rome News-Tribune was an example of which promotional mix element? a. Advertising b. Sales promotion c. Pull strategy d. Public relations e. Personal selling

D

Refer to Methodist Church. How might the United Methodist Church benefit from use of integrated marketing communications (IMC)? a. Ads built using the IMC concept are not as closely regulated by the Federal Trade Commission. b. Noise can be eliminated from the communication channel with the use of IMC concepts. c. Correct decoding is guaranteed with the application of IMC concepts. d. The application of IMC concepts allows marketers to reach a more fragmented market. e. None of these statements explains how the United Methodist Church could benefit from the use of IMC

D

The AIDA concept: a. proves that promotional effectiveness is an insignificant abstract term b. demonstrates that buyers go through nine stages on the way to making a decision c. is a model effectively showing that advertising can move people to the purchase stage d. is a model for reaching promotional objectives that outlines a sequential process for effective promotion e. is a budget plan based on the effectiveness of various promotional mixes in achieving certain objectives

D

To get more retailers to stock its products, Rust-Oleum paint developed a strong advertising campaign aimed at consumers. The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn't chip, peel, or fade. Rust-Oleum is using a _____ promotional strategy. a. push b. channel c. reinforcement d. pull e. kinetic

D

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by the product's manufacturer. This ad is an example of how manufacturers use a(n) _____ strategy. a. kinetic b. pull c. inertia d. advertorial e. push

E

For many years Jell-O gelatin has run advertisements that tell consumers there is "always room for Jell-O." This is an example of _____ promotion. a. influence b. amusement c. informative d. prevalent e. reminder

E

For products like audio cassette tapes (which are in the decline stage of the product life cycle): a. persuasive advertising is commonly used b. heavy public relations is used to maintain brand loyalty c. personal selling should be used to obtain distribution d. sales promotion is used to build market share e. none of these is true

E

Frigo Design has developed easy-to-install panel sets to update any refrigerator, dishwasher, or compactor made since 1942. As Frigo Design plans its promotion for its new chalkboard panels, which of the following factors will be likely to affect its promotional mix? a. Its chalkboard panels are a new product. b. Its chalkboard panels are targeted to families with school-age children. c. Its chalkboard panels are easy to install. d. Its panels fit any refrigerator, dishwasher, or compactor made since 1942. e. All of these factors will affect Frigo's promotional mix.

E

Protons are new, poppable snacks made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Which elements of the promotional mix would be most useful in attracting attention to this new snack food? a. Public relations and sales promotion b. Advertising and direct marketing c. Direct marketing and personal selling d. Public relations and direct marketing e. Advertising and public relations

E

Refer to Amtrak. Amtrak's campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather. The promotional campaign focuses on Amtrak's: a. superior skill set b. special feature c. tactical strategy d. differential parity e. competitive advantage

E

Refer to Cable TV. Keisha is watching television and sees an ad for DBS. Two ads later, she sees the new television ad for her local cable system. When questioned an hour later about advertising she has seen most recently, Keisha remembers a "cable" ad but cannot recall the details. Keisha's inability to recall the ad is most likely caused by _____ in the communication process. a. feedback b. the use of a channel c. a shared frame of reference d. cognitive dissonance e. noise

E

Refer to Methodist Church. The church is hoping to see an increase of 3 percent in visitors to Methodist churches as a result of this ad. In terms of the communication process, this is the desired: a. noise b. encoding c. reception d. channel e. feedback

E

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell particular merchandise is known as a _____ strategy. a. strong-arm b. kinetic c. pull d. foot-in-the-door e. push

E

What is the most effective promotional mix to use with products that are convenience goods and purchased routinely? a. Personal selling and advertising b. Public relations and personal selling c. Personal selling and sales promotion d. Advertising and public relations e. Sales promotion and advertising

E

When Vincent saw Mike's new Iron Horse Yakuza Aniki mountain bike, Vincent immediately knew he wanted to own one just like it some day. According to the AIDA concept, Vincent entered the _____ stage. a. action b. attention c. liking d. interest e. desire

E

Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix? a. Stage in the product life cycle b. Target market characteristics c. Funds available for promotion d. Use of a push or pull strategy e. Size of the company

E

Why is the concept of integrated marketing communications (IMC) growing in popularity? a. The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task. b. The mass market has fragmented. c. Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient. d. Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects. e. All of these statements help to explain why IMC is growing in popularity.

E

_____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle. a. Influence b. Amusement c. Informative d. Persuasive e. Reminder

E

T/F: AIDA is an acronym for attention, interest, desire, and action.

true

For its new Jeep Compass, DaimlerChrysler has launched a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler's advertising agency is using music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers. The ad agency is acting as the _____ of the message. a. decoder b. sender c. encoder d. receiver e. channeler

C

T/F: Benedick and Taapo are arguing about newspaper publicity. Benedick says favorable publicity is free--hence the phrase "free publicity." Taapo says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers. Benedick has a more accurate grasp of the definition of publicity.

false

T/F: Communication via telephone is not considered personal selling because it is not face-to-face.

false

T/F: If Charles Schwab Mutual Funds Investment Broker were to study its promotional strategies by looking at sales trends and market research, it would be using direct feedback to evaluate its promotional strategies.

false

T/F: Maddie's Beverage Company has recently introduced Wateroos, eight-ounce servings of water in juice-style containers with straws, to encourage children to drink more water. Since this product is in the introductory stage of the product life cycle and as yet has no direct competition, Maddie's promotional objective should be persuasion.

false

T/F: Marketers typically use either a push or a pull strategy exclusively.

false

T/F: Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response.

true

T/F: Sales promotion consists of all marketing activities that stimulate consumer buying and dealer effectiveness

true

T/F: The U.S. manager is working with some Indonesians who do not speak English. In attempting to exchange information, they are using symbols to assign meanings to the facts the manager hopes to convey. This is an example of communication.

true

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel, a telecommunications company in Singapore. The campaign let SingTel customers pick their dream couple and follow their lives through a moblog. SingTel used _____ to communicate with its consumers. a. a corporate blog b. an interactive Web site c. narrowcasting d. a noncorporate blog e. a market concentration strategy

A

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative made a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites. When one of the entrepreneurs ordered its Web address printed on 25,000 bags, it was an example of: a. feedback b. decoding c. noise d. indirect transmission e. nonverbal communication

A

Communication to large audiences, usually through a medium such as television or a newspaper, is called _____ communication. a. mass b. feedback-proof c. referential d. interpersonal e. public

A

During a recent summer, Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney's summer blockbuster Pirates of the Caribbean: Dead Man's Chest. This was an example of: a. a sales promotion b. publicity c. advertising d. implicit communications e. a personal sales presentation

A

GM uses blogging to communicate with customers online. GM's vice chairman Bob Lutz—an auto industry veteran and the company's director of product development—began a blog about the company in 2005. Once readers realized it really was Lutz and not an advertising ploy, they quickly warmed to the idea and appreciated his candid comments about GM and its competition. This is an example of: a. a corporate blog b. an interactive Web site c. narrowcasting d. a noncorporate blog e. a market concentration strategy

A

Innovyx is an e-mail marketing service provider. It has a new ad campaign aimed at changing negative perceptions of e-mail. The ads explain how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly. Finally, the message ends by suggesting that companies wanting to promote their products give e-mail a chance to show what it can do. This promotion has the task of: a. persuading b. informing c. reminding d. suppressing e. rewarding

A

Maddie's Beverage Company has recently introduced Wateroos, eight-ounce servings of water in juice-style containers with straws, to encourage children to drink more water. The goal of promotion developed for this new healthy alternative beverage for children would be to _____ consumers. a. inform b. remind c. prompt d. influence e. encourage

A

Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Rosarita is developing a: a. promotional strategy b. set of promotion goals c. marketing mix d. communication mix e. selling plan

A

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic. The council has developed a(n) _____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy. a. promotional strategy b. tactic for communication c. mass aggregation strategy d. communication objective e. informative strategy

A

The goal of persuasive promotion is to: a. stimulate a purchase or an action b. increase brand awareness c. describe available services d. remind the consumers of where to buy the product e. maintain top-of-mind consumer awareness

A

The main function of a promotional strategy is to: a. convince the target customers that a firm's products offer competitive advantages over those of its competition b. find a niche in the marketplace for the firm and its products c. provide the firm with research information about the success of its marketing effort d. create efficient distribution channels e. guarantee control over the length of the stages of the product life cycle

A

The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to gain public understanding is called: a. public relations b. advertising c. implicit communications d. personal selling e. sales promotion

A

_____ is any form of sponsor-identified, impersonal paid mass communication. a. Advertising b. Publicity c. Promotion d. Public relations e. Nonpaid communication

A

A $1-off coupon for Carnation Instant Breakfast powder is a form of: a. public relations b. sales promotion c. personal selling d. advertising e. publicity

B

A _____ is defined as the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition. a. comparative differentiation b. competitive advantage c. marketing mix d. special benefit e. promotional plan

B

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites. The company rep is engaged in: a. telemarketing b. interpersonal communication c. publicity d. mass communication e. crowd selling

B

Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University "chewleaders" will attack city streets in July visiting morning television shows, landmarks, and high-traffic areas to promote the series. An article in the New York Times on Shark Week and the Discovery Channel's street teams would be an example of: a. a sales promotion b. publicity c. advertising d. implicit communications e. a personal sales presentations

B

For its new Jeep Compass, DaimlerChrysler came out with a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. These communications were directed at the _____, the persons who would decode the message. a. senders b. receivers c. encoders d. channels e. communicators

B

The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and television ads, and a Web site to promote benefits of the dog food. In terms of the communication process, Alpo uses several different: a. source of feedback b. channels c. encoders d. decoders e. noise interrupters

B

Informative promotion is generally used: a. when memory stimulus is needed b. when the brand name is well-known to consumers c. during the early stages of the product life cycle d. during an attempt to gain the immediate action of a consumer e. when advertising a simple, nontechnical, mature product

C

Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the company sent a representative to companies like Warner Brothers, eBay.com, and the Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers. Java Jacket's activities can best be described as: a. mass communication b. implicit communication c. personal selling d. public relations e. telemarketing

C

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand painted and hand tied with a feather skirt. Advertising for American Magic Lures emphasizes how its lures, unlike others, are all handcrafted. This is its: a. publicity objective b. marketing differentiator c. competitive advantage d. one-to-one marketing advantage e. sales promotional theme

C

The ads for Don Francisco's ground coffee simply state, "The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion. a. marketing mix b. comparative differentiation c. competitive advantage d. researchable objective e. promotional theme

C

Vegetarians sometimes have trouble making sure they get enough protein in their diets. Protons are a new, poppable snack made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Protons' features, including that they are organic, vegan, and cholesterol free, give the new product its: a. differential parity b. synergistic goal c. competitive advantage d. comparative benefit e. tactical objective for implementing strategy

C

When Becca saw the ad suggesting Subway sandwiches as a dinner meal, she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice. In terms of the communication process, Becca: a. correctly encoded the message b. created a longer than normal communication channel c. improperly decoded the message d. had no feedback e. improperly encoded the message

C

When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on _____ advertising. a. reminder b. persuasive c. informative d. compulsive e. influential

C

Which of the following statements about advertising is true? a. The total costs of advertising are typically low. b. The signs on the outsides of buses and taxis are not a form of advertising. c. The cost per contact in advertising is low. d. Innovative media are not used in advertising. e. Advertising is any form of communication in which the sponsor is identified.

C

While talking to Mr. and Mrs. Knighton, the appliance salesperson described one of the refrigerators as "a real money saver" and "a true bargain," but he also kept looking down at his feet and shuffling around. His nonverbal cues: a. create subservient selling b. create differential disadvantages c. are part of how he communicated to the Knightons d. are a type of marketing mix feedback e. will not effect interpersonal communications

C

_____ is the interpretation of the language and symbols sent by the source through a channel. a. Encoding b. Perceiving communication c. Decoding d. Channeling e. Semiotics

C

Campbell's soup has been promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, these media served as _____ for transmitting the message. a. senders b. decoders c. encoders d. channels e. receivers

D

Public information about a company, good, or service appearing in the mass media as a news item is called: a. personal selling b. advertising c. mass communications d. publicity e. sales promotion

D

When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand's power and performance. In the communication process, the game served as a(n) _____ for transmitting the message. a. sender b. decoder c. encoder d. channel e. receiver

D

Which of the following is one of the basic tasks typically performed by promotion? a. Managing b. Organizing c. Rewarding d. Persuading e. Perceiving

D

Which of the following statements about sales promotions is true? a. Public relations cannot effectively be used with sales promotions. b. Sales promotion is a type of direct marketing. c. Marketers view sales promotions as more effective when they are created as long-run stimulation tools. d. Trade shows, coupons, premiums, and vacation giveaways are types of sales promotions. e. All sales promotions must be aimed outside the organization.

D

Which of the following statements about the characteristics of the elements in the promotional mix is true? a. The speed of feedback is delayed in sales promotion, advertising, and personal selling. b. Message flexibility is greatest with advertising. c. The message flow is two-way in public relations, sales promotions, and personal selling. d. The most feedback is available with personal selling. e. The sponsor is identified in public relations, advertising, and personal selling.

D

_____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. a. Distributive communication b. Perceptual communication c. Statistically provable advertising d. Promotion e. Publicity

D

Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she totally missed seeing the mall's billboard. In terms of the communication process, the police car acted as: a. media interruptus b. negative feedback c. static d. explicit communication e. noise

E

The four major promotional tools (advertising, personal selling, sales promotion, and public relations) are known collectively as the: a. communication model b. advertising campaign c. marketing mix d. publicity four e. promotional mix

E

The maker of Frank's RedHot pepper sauce spend $25,000 to create an ad that was targeted to consumers in the southwestern U.S. market. Because it created the ad itself and did not use an ad agency, Frank's RedHot sauce engaged in: a. channeling b. creating noise c. receiving d. decoding e. encoding

E

To increase its revenues, US Airways has decided to sell space on air-sickness bags to companies that would like to use this unique channel for their promotional messages. In terms of the promotional strategy, the air-sickness bags will be used for: a. implicit communications b. publicity c. sales promotion d. public relations e. advertising

E

Which of the following is NOT a disadvantage a firm using mass communication might experience? a. Inability to assess customer reactions to the promotion immediately b. Clutter from competitors' messages c. Distractions around the consumer at the time of receipt of the message d. Inability to know exactly who is receiving the message e. Great expense on a per person exposed basis

E

Within the communication process for a car dealer's ad, which of the following would be an example of noise? a. Competing ads b. News stories in the newspaper c. The physical surroundings in which the individual reading the ad is located d. The presence of other people while the ad is being read e. All of these

E

_____ is anything that interferes with, distorts, or slows down the transmission of information. a. Media communication b. Feedback c. Static d. Nonpaid communication e. Noise

E

_____ is the conversion of the sender's ideas and thoughts into a message. a. Development b. Envelopment c. Processing d. Decoding e. Encoding

E

_____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes. a. Feedback b. Promotion c. Advertising d. Publicity e. Communication

E

T/F: A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed, loyal to the product in question, and geographically widely scattered.

true

T/F: A person buying a Valentine's Day gift for a significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for his or her mail carrier.

true

T/F: Advertising is any form of impersonal, one-way mass communication in which the sponsor or company is identified.

true

T/F: All promotions are designed to either inform, persuade, or remind the target audience.

true

T/F: Allyson Brown is trying to develop a promotional mix for her firm's new product, a sophisticated modular sunporch designed for use all year. She reasons that because her product is complex and carries high financial risks for consumers, the mix should concentrate on personal selling.

true

T/F: Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.

true

T/F: Even though a message is received, it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.

true

T/F: Lansky sells 60 different knife and garden tool sharpeners. It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener. Lansky is using a push strategy.

true