MKT Chapter 15

Which two of the following would be considered part of the feedback loop in the communication process?

- A retailer attributes an increase in sales to its purchase of advertising in Sunday's paper. - A consumer purchases a used car as a result of the interaction with a salesperson.

Which of the following are methods of setting a budget for promotion?

- All you can afford - Objective and task - Competitive parity

Prospective buyers go through which of the following stages in the hierarchy of effects?

- Evaluation - Interest - Adoption

Which of the following are elements of the promotional mix?

- Public relations - Direct marketing - Personal selling

Which of the following are considered part of the promotional mix?

- Sales promotion - Direct marketing - Advertising

Which of the following are questions that must be answered for the development of the promotional program?

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

Which two factors are especially helpful in choosing the right promotional tools from a wide array of possibilities?

- an analytical approach - experience

Match the following promotional objectives with the corresponding stage of the product life cycle. 1. Introduction 2. Growth 3. Maturity 4. Decline

1. To inform 2. To persuade 3. To remind 4. To phaseout

Which of the following responses do sellers hope to create through its use of direct marketing?

1. Traffic generation 2. Direct orders 3. Lead generation

Which of the following is a key element in any direct marketing program?

Databases

________ allow marketers to create profiles of its customers, including information about lifestyles, media use, and purchasing patterns, which are useful in direct marketing.

Databases

During which of the following stages of the product life cycle is promotion of the least importance

Decline

Which of the following activities typically requires the most creativity?

Designing the promotion

Which of the following promotional elements refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information?

Direct marketing

Which of the following is related to the dramatic growth of direct marketing?

Increasing interest in customized communication with consumers.

Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or the feedback received?

Noise

Which of the following promotional elements refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?

Personal selling

Advertising, personal selling, and public relations are part of which element in the marketing mix?

Promotion

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

Promotional elements are often the responsibilities of different departments.

Which of the following promotional elements refers to 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

In terms of promotional strategies within a channel, a firm can use a(n) ________________ strategy to encourage cooperation of intermediaries, or a pull strategy to encourage interest among consumers

Push

When a company learns the launch date for a new product that will be a close substitute for its own, it is most likely to affect which part of the IMC program?

Scheduling the promotion

Which of the following steps in developing an IMC program is likely to be affected by seasonality?

Scheduling the promotion

In the communication process, how does the encoding occur?

The source establishes it, the messenger performs it

Personal selling to provide information and support after the sale and advertising in trade publications are common promotion elements when the purchaser is

a business buyer.

public relations

a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products or services

Personal selling is

a two-way flow of communication between buyer and selling designed to influence a purchasing decision.

Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor is known as:

advertising

A manufacturer places a full-page, four-color ad in Time magazine about its new product at the cost of nearly $274,000, which is an example of

advertising.

In developing a promotional program, the first step is to identify the target _______, which should align with the target market for the product to the greatest extent possible.

audience

The ________ process requires six elements: a source, a message, a channel, a receiver, and the processes of encoding and decoding.

communication

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

communication.

Desirable outcomes of _______ marketing include direct orders, leads, and traffic

direct

Telephone solicitations, mail, infomercials, catalogs, and emails can all be considered part of ________

direct marketing

Posttesting of promotions _____.

evaluates the impact and contribution of each toward achieving objectives

Successful promotion designs are often the result of

insight regarding consumer's interest and purchasing behavior.

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.

The push strategy and the pull strategy assist the manufacturer in

moving a product through the channel of distribution.

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

noise

Using ________ with business buyers is appropriate because they often have specialized needs or technical questions, and may need support after the purchase.

personal selling

Developing, executing, and assessing the promotional program helps an organization by

prescribing a strategic approach that improves promotional decisions.

The ideal execution of a promotion program involves ________ each design to allow for changes and modifications, and then ________ to evaluate the impact of each promotion and its contribution toward the objectives.

pretesting; posttesting

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

promotional mix.

The feedback loop in the communication process is made up of a ________ from the receiver and feedback, the interpretation of the same by the source.

response

Free samples, point of purchase displays, sweepstakes, and contests are all examples of which of the following promotional elements? -sales promotion -direct marketing -advertising -public relations

sales promotion

An analytical approach and experience are particularly important when ________ because a large number of possible combinations can achieve the same objective.

selecting the right promotional tools

Percentage of sales and competitive parity are two methods of

setting a promotional budget.

Sales promotion is a(n) ________ inducement of value offered to arouse interest in buying a product or service.

short-term

Awareness and trial are stages of

the hierarchy of effects.

Within in the communication process, encoding could best be described as:

transforming ideas into symbols