Chapter 16-MKT-101
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, Chrysler soon emphasizes the towing capacity of its Dodge trucks.
__________ is anything that reduces an integrated marketing communication's clarity and accuracy.
Noise
Which of the following seems the most natural fit for product placement?
Reality television
Abbot Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Abbot's use of which one of the following elements of the promotion mix?
Sales promotion
Which of the following is a major goal of integrated marketing communications?
To send a consistent message to consumers
One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.
advertising
Marketers of seasonal products tend to emphasize
advertising.
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.
Product placement in television shows is becoming increasingly important due to
consumers' greater ability to screen advertisements.
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications.
When encoding the message, the source should use signs that have
meanings that the target market will understand.
Promotion can help keep prices lower because
promotion of prices intensifies price competition.
When a salesperson varies the physical distance between himself and a customer he is using
proxemic communication.
Advertising can be cost efficient but only if it
reaches a vast number of people at a low cost per person.
During the decoding process, the
receiver attempts to convert signs or symbols into concepts and ideas.
The cost of ____ is usually substantially lower than the cost of ____.
retaining existing customers; acquiring new customers
Integrated marketing communications allow an organization to coordinate and manage its promotional efforts to
transmit consistent messages to its current and potential customers.
Which is the best example of noise that originates with the receiver in the communication process?
Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness.
Which promotional method is most likely to be used in a push policy?
Personal selling
Public relations
is an element of promotion that should be handled on a continuous basis.
Channel capacity is determined by the
least efficient component of the communication process.
If the push policy is used in promoting a product, the firm
promotes primarily to the next marketing institution down the marketing channel.
Advertising, personal selling, sales promotion, and public relations are called
promotion mix ingredients.
In the GEICO advertisement that claims, "15 minutes can save you 15% or more," GEICO is the communication
source.