Marketing test 4, Marketing CH 15

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

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

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 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

_____ 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

_____ 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

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

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

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

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 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 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

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

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

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

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

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

_____ 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

One method used for setting advertising objectives is the

DAGMAR approach

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

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

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 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

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

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

_____ 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

contact efficiency

Marketing channels make distribution simpler by reducing the number of transactions required to get products from manufactures to consumers is

Order-to-cash-cycle

The amount of the b/w order placement, receipt of the customer's payment, and order shipment is

reduce the cost of raw materials and supplies

The goal of most sourcing and procurement activities is

Direct channel

The only way to get a box of Carolyn Powell's truffles from Washington is to order through the mail. Powell, who makes the candy by hand, uses

Special benefit

a unique aspect of an organization that cause target consumers to patronize that firm rather than competitors

A series of related advertising focusing on a common theme, slogan, and set of advertising appeals to

advertising campaign

Ads on shopping carts and in screen savers

alternative media

Most retailers

are independent operating one or few stores in their community

supply chain management

coordinates and integrates all activities performed by channel members.

The communication process itself consists of

encoding, decoding, channel, sender, and receiver.

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: Publicity is free.

false

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

measurement integration

holds that performance assessments should be transparent and measurable across the borders of different firms

media mix

how much space and time will be placed in each advertising medium.

Four basic tasks of promotion is

informing, persuading, remaining, and connecting

Advocacy

involves an organization expressing its views on controversial issues or responding to media attacks

Cooperative advertising

is an arrangement in which the manufacturer and the retailer split the costs.

Advertising is

is any form of sponsor identified, impersonal paid mass communication.

cost per contact in advertising

is low

Exclusive level

is the most restrictive and entails establishing only one or a few dealer within a given geographic area

Benefit

is what consumers receive or achieve by using a product

Channel partnering

joint effort of all channel members to create a channel that serves customers and creates advantage

two major categories of communications are

mass and interpersonal

Communication to large audiences is

mass communication

Channel power

power is the capacity of a particular marketing channel member to control or influence

Five major promotional tools are known as the

promotional mix

Retailers

sell mainly to customers

Gross margin

shows how much a retailer makes as a percentage of sales after the cost of goods sold is subtracted

Industrial customers

tend to buy in larger qualities and require more customer service.

Media planning

the series of decisions advertisers make regarding the selection and use of media

message execution

the way the advertising portrays its info

Because marketers do not control consumers comments on social media sites such as twitter and Facebook

there is a chance some comments will be negative

Product advertising

tools the benefits of a specific good or service

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

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: 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: 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

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

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

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