MKTG 351 ch 16
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 best example 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
Which of the following industries is most likely to employ combative promotional efforts?
Fast food
If a firm's promotional 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 of the following target market characteristics are most important to consider before determining the promotion mix ingredients?
The size, geographic distribution, and demographic characteristics.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods however, and have asked for your advice. Since Whizz is a new product, which of the following promotional methods would you least recommend?
a price-reduction sales promotion
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
An attempt to create a trend or acceptance of a product through word-of-mouth communication is called
buzz marketing
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas. Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of
buzz marketing
Which of the following is not an integrated communications tactic used by Toyota? a) word-of-mouth communication b) advertising c) publicity d) personal selling e) sales promotion
c) Publicity
Promotion tends to
capitalize on existing needs
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
A sharing of meaning defines
communication
All of the following are examples of publicity-based public relations tools except a) press conferences. b) feature articles. c) news releases. d) annual reports. e) news stories.
d) annual reports
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.
decpetive
Primary demand is defined as
demand for a product category
Communication can be viewed as a circular process because
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
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion
encourages materialism
Anything that reduces the accuracy and clarity of communication is 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
The individual or group that decodes a coded message is called a
receiver
A consumer contest is an example of
sales promotion
A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a
source
If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on
wholesalers
Which is the best example 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.
Kinesic communication is an element in which type of promotional method?
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
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
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
Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they
are potentially harmful
OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?
communication channel
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
Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
communication channels
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
Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to
encourage product trial
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 objective of
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
In one 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
In order for customers to receive greater customization and service, they must be willing to
give information about themselves and their taste
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
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 communications is 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
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
Head nodding, 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
Selective demand is demand for a
particular brand
Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on
personal selling
High-priced products usually depend heavily on which promotion mix ingredient?
personal selling
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
Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?
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 Growers Association attempted to stimulate
primary demand
Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of
product placement
If a pull policy is to be used in promoting a product, the firm
promotes directly to the customer
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 product is 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
The Sharper 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
Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of _____ marketing, while the TV commercials described above would be an example of ________ marketing.
push; pull
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
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
The cost of _____ is usually substantially lower than the cost of _____.
retaining existing customers; acquiring new customers
An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is
sales promotion
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
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
If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of
sales promotion
Marketers of highly seasonal products tend to have more irregular use of
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
Sweepstakes, free samples, coupons, and rebates are examples of
sales promotion techniques
The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of _____, and is used to stimulate _______ demand.
sales promotion; selective
The makers of Whizz considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 off their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print a coupon for $2.00 off their next purchase. The sample boxes given to the college students are an example of ______, while the emails to the five friends are an example of _____.
sales promotion; viral marketing
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
In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication
source
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
