Chapter 16

Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements? a. Product placement b. Public relations c. Advertising d. Sales promotion e. Personal selling

a. Product placement

In the communication process, the _______ is the individual, group, or organization that decodes a coded message. a. source b. feedback c. communications channel d. noise e. receiver

e. receiver

When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______. a. advertising; sales promotion b. personal selling; public relations c. advertising; public relations d. advertising; personal selling e. public relations; sales promotion

a. advertising; sales promotion

Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______. a. reduce sales fluctuations b. retain loyal customers c. encourage product trial d. combat competitive promotional efforts e. identify prospects

b. retain loyal customers

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______. a. proxemic communication b. word-of-mouth communication c. personal selling d. sales promotion e. kinesic communication

b. word-of-mouth communication

Which of the following is appropriate for stimulating primary demand? a. Reinforcement promotion b. Personal selling c. New introductory promotion d. Viral marketing e. Comparative promotion

c. New introductory promotion

Which of the following is NOT one of the four elements of the promotion mix? a. Public relations b. Sales promotion c. Personal selling d. Advertising e. New introductory promotion

e. New introductory promotion

Frank Pepe's strategy of offering free pizzas for a week can be termed as _______. a.buzz marketing b.guerrilla marketing c.viral marketing d.advertising e.product placement marketing

a.buzz marketing

If a company's promotional budget is extremely limited, the firm is likely to rely on _______. a. sales promotion b. personal selling c. advertising d. public relations e. kinesic promotion

b. personal selling

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______. a. encourage product trial b. create awareness c. facilitate reseller support d. identify prospects e. stimulate demand`

a. encourage product trial

Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______. a. integrated marketing communications b. intelligent promotion communications c. integrated marketing connection d. integrated business communications e. intelligent marketing communications

a. integrated marketing communications

Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _______. a. tactile communication b. pioneer communication c. sales communication d. kinesic communication e. proxemic communication

a. tactile communication

Frank Pepe's Pizzeria conducts a "good neighbor night" at its restaurants, where it donates 15 percent of its proceeds to a charity. What part of the promotion mix would this activity be categorized under? a.Public relations b.Publicity c.Sales promotion d.Advertising e.Personal selling

a.Public relations

Apart from a grand opening, Frank Pepe also opts for other marketing strategies such as _______. a.advertising on billboards b.broadcasting via mass media c.sponsoring local concerts d.holding pizza eating contests e.sponsoring local sports events

a.advertising on billboards

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. Proxemic communication b. Public relations c. Personal selling d. Sales promotion e. Advertising

b. Public relations

Word-of-mouth communication is most effective for _______ and _______. a. new-to-market products; inexpensive products b. new-to-market products; convenience products c. new-to-market products; expensive products d. long-time products; expensive products e. declining products; expensive products

c. new-to-market products; expensive products

ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using? a. Category management b. Exclusive policy c. Pull policy d. Push policy e. Tying policy

d. Push policy

The limit on the volume of information a communications channel can handle effectively is known as _______. a. receiver b. feedback c. noise d. channel capacity e. channel logistics

d. channel capacity

A major goal of integrated marketing communications is to send a consistent message to _______. a. shareholders b. ad agencies c. managers d. customers e. employees

d. customers

At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _______. a. word-of-mouth communication b. personal selling c. buzz marketing d. viral marketing e. sales promotion

d. viral marketing

Frank Pepe promoted its new branch to existing customers by _______. a.sharing information on social networking sites b.advertising on television and radio c.issuing coupons d.sharing the information on its pizza boxes e.partnering with other local restaurants

d.sharing the information on its pizza boxes

Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion fosters materialism b. Promotion increases prices c. Promotion is deceptive d. Promotion creates needs e. Promotion lowers prices

e. Promotion lowers prices

Which of the following types is NOT an example of noise in the communication channel? a. When the Wi-Fi signal is slow and thus the internet connection is poor b. When the source has laryngitis c. When broadcast television is interrupted due to breaking news d. When a source uses words or an emoji that are unfamiliar to the receiver e. When a source uses an emoji that are understood by the receiver

e. When a source uses an emoji that are understood by the receiver

If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _______. a. higher prices b. materialism c. deceptive advertising d. greater need e. lower prices

e. lower prices

Frank Pepe follows a unique strategy in which it gives away free pizzas a week prior to the opening of one of its restaurants. What advantages does this provide Frank Pepe's? a.Combatting competitive promotional efforts b.Retaining loyal customers c.Facilitating reseller support d.Reducing sales fluctuations e.Creating awareness

e.Creating awareness