MKTG345 Ch 16 Test Bank - Marketing Communications

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows.

Sales promotion

What are the three basic tasks of promotion?

informing, persuading, and reminding

_____ is the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused.

integrated marketing communications

AIDA stands for:

Attention-Interest-Desire-Action

Marketers use public relations to:

Do all of these things (earn public understanding and acceptance, communicate with the community in which they operate, educate the public about company goals, introduce new products)

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy.

push

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

personal selling

_____ is a purchase situation in which two or more people communicate in an attempt to influence each other.

personal selling

Which of the following outlines a sequential four-step process for achieving promotional goals?

AIDA concept

Within the communication process for a car dealer's ad, which of the following would be an example of noise?

All of these (competing ads, news stories in the newspaper, the physical surroundings in which the individual reading the ad is located, the presences of other people while the ad is being read) Noise is anything that interferes with, distorts, or slows the transmission of information.

Why is the concept of integrated marketing communications (IMC) growing in popularity?

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

Encoding is the:

conversion of the sender's ideas and thoughts into a message

Which of the following statements about the AIDA model is true?

Certain promotional tools are more effective at certain stages of the AIDA model. A helpful concept for marketing managers is that as the customer moves from awareness to purchase, different promotional tools are more effective at certain points.

_____ is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response.

Promotion

The four major promotional tools (advertising, personal selling, sales promotion, and public relations) are known collectively as the:

Promotional mix

Which of the following statements about advertising is true?

The cost per contact in advertising is low. The total costs of advertising are typically high even though the cost of contact is low. To be advertising, the communication must be paid for. Innovative media are used in advertising. The signs are a form of advertising because they are paid for and they identify their sponsors.

Which of the following statements about the characteristics of the elements in the promotional mix is true?

The fastest feedback occurs with personal selling. There is little control over message content with public relations. Personal selling reaches large audiences slowly. Sales promotions are usually indirect and impersonal. The message flow with advertising is one-way.

Which of the following statements about the characteristics of the elements in the promotional mix is true?

The most feedback is available with personal selling. The speed of feedback is delayed in sales promotion and advertising. Message flexibility is greatest with personal selling. The message flow is one-way in public relations and sales promotions. The sponsor is not identified in public relations.

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, and 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?

The sender and receiver do not share overlapping frames of reference. When people receive a message, they tend to manipulate, alter, and modify it to reflect their own biases, needs, knowledge, and culture. The designer has no knowledge base in engineering.

Which of the following statements about sales promotions is true?

Trade shows, coupons, premiums, and vacation giveaways are types of sales promotions. Sales promotions can be used to improve the effectiveness of advertising and public relations activities. Sales promotions are most effective as short-term tools. Sales promotions are commonly directed at the organization's employees as well as to consumers and dealers.

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.

action These extras are the sales promotion techniques that often push the complacent consumer into the purchase stage.

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

advertising

The promotional mix consists of:

advertising, personal selling, sales promotion, and public relations

A channel in communication is:

any communication medium (A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium.)

While talking to Mr. and Mrs. Knighton, the appliance salesperson described the refrigerator as "a real money saver" and "a true bargain," but he also kept looking down at his feet and shuffling around. His nonverbal cues:

are part of how he communicated to the Knightons Communication is the process by which we exchange or share meanings through a common set of symbols.

According to the AIDA concept, the first step a marketer must achieve with potential customers is:

attention

The main function of a promotional strategy is to:

convince the target customers that a firm's products offer competitive advantages over those of its competition The function of a promotional strategy is to convince the target customers that the goods and services offered provide a competitive advantage over the competition.

_____ 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.

communication

A _____ is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition.

competitive advantage

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:

competitive advantage A competitive advantage is one or more unique aspects of an organization that cause target customers to patronize that brand rather than others.

Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures. This is because it is difficult to communicate without an understanding of:

culture One stumbling block for many firms is communicating with and selling to diverse cultures that do not share a common frame of reference.

_____ is the interpretation of the language and symbols sent by the source through a channel.

decoding

Interpersonal communication is:

direct face-to-face communication between two or more people

The AIDA concept:

does not explain how all promotions influence purchase decisions The second step in the AIDA concept is interest. Customers typically do not go through all stages for a low-involvement product.

Informative promotion is generally used:

during the early stages of the product life cycle Informative promotion is a necessary ingredient for increasing demand for a product category and is used when the product is introduced.

When a product is in the growth stage of its product life cycle:

heavy advertising is used to build brand loyalty Heavy advertising and decreased use of sales promotions are common during the growth stage. Reminder advertising is used when the product/brand reaches the maturity stage. During the growth stage, personal selling is used to maintain distribution.

_____ is the conversion of the sender's ideas and thoughts into a message.

encoding

The communication process itself consists of:

encoding, decoding, channel, sender, and receiver

The receiver's response to a message is _____ to the source.

feedback

For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process?

gear for mountain climbing Most buyers involved in high-involvement purchases pass through the four stages of the AIDA model. The climbing gear would be the alternative most likely to create a high level of psychological risk.

Which of the following is NOT a disadvantage a firm using mass communication might experience?

great expense on a per person exposed basis Mass media reach so many people that even though the initial investment is large, cost per person is small.

Publicity:

has many internal costs to the company associated with it A firm may have to hire a public relations firm to prepare new releases and persuade media personnel to print or broadcast the news. This can be expensive.

The AIDA concept:

is a model for reaching promotional objectives that outlines a sequential process for effective promotion

For communication to be effective:

marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas Common understanding between two communicators is required for effective communication.

Communication to large audiences, usually through a medium such as television or a newspaper, is called _____ communication

mass

The two major categories of communications are:

mass and interpersonal

_____ is probably the most important factor in determining the promotional mix.

money Without available funds, the promotional mix is severely limited.

_____ is anything that interferes with, distorts, or slows the transmission of information.

noise

For products like audio cassette tapes, which are in the decline stage of the product life cycle,:

none of these are true (persuasive advertising is commonly used, heavy public relations is used to maintain brand loyalty, personal selling should be used to obtain distribution, sales promotion is used to build market share)

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

personal selling and persuasive advertising During the growth stage, advertising and public relations remain strong, sales promotion declines in importance, and personal selling is used. Advertising is persuasive.

Which of the following is one of the basic tasks typically performed by promotion?

persuading

The marketing function that evaluates public attitudes, identifies areas within the organization that are of public interest, and executes a program of action to gain public understanding is:

public relations

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.

public relations During the maturity stage, persuasive and reminder advertising are emphasized, as well as sales promotion. Personal selling is maintained, while the usefulness of public relations is doubtful.

Public information about a company, good, or service appearing in the mass media as a news item is:

publicity

A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer.

pull

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.

pull A manufacturer using the pull promotional strategy focuses its promotional efforts on the consumer.

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.

push A push strategy is a marketing strategy that uses trade advertising to convince a retailer (in this case the veterinarian) to carry and sell particular merchandise.

_____ 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.

reminder

What is the most effective promotional mix to use with products that are convenience goods and purchased routinely?

sales promotion and advertising For routine buying decisions, the most effective promotional tools are advertising and sales promotion.

The _____ is the originator of the message in the communication process.

sender

Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix?

size of the company Size of the company may or may not affect the promotional mix, depending on other factors such as available funds or product type.

The goal of persuasive promotion is to:

stimulate a purchase or other action Persuasion generally attempts to motivate a consumer to purchase a product

In terms of the AIDA concept, sales promotion is most effective at creating:

strong desire and purchase intent

Persuasion normally becomes the primary promotion goal when:

the product enters the growth stage of the product life cycle Persuasion attempts to motivate a consumer to purchase a particular product. It is useful after the product has been made known through informational advertising during introduction.

The most successful global marketing managers realize that:

translation and possible miscommunication of their promotional messages can occur