Chapter 17: Integrated Marketing Communications

Cost efficiency, repetition, and adding product value are all potential benefits of

Advertising

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 truck, DaimlerChrysler soon emphasizes the towing capacity of its Dodge truck

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

Integrated Marketing Communications

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

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 using to create and maintain favorable relationships between a company and its stakeholders

Public Relations

Communication through the use of brochures, annual reports, event sponsorship, and news stores is referred to as

Public relations

What is the overall role of promotion?

To stimulate product demand

A paid form of non personal communication about an organization and/or its products that is transmitted to a target audience throughout a mass medium is

advertising

Threatt Production makes low-priced, convenience products that are widely available. Is is most likely to focus its promotion efforts on

advertising

An attempt to create a trend or acceptance of a product through word-of-mouth communication is called

buzz marketing

Promotion tends to

capitalize on existing need

_____ links the purchase of an organization;s products to support of philanthropic organizations favored by the target market

cause-related marketing

A sharing of meaning defines

communication

The vehicle though 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

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

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

encourage product trial

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

encourages materialism

Retro64 distributes free downloadable versions of its computer games for a short time. These efforts have a primary promotional objective of

encouraging product trial

The receiver's response to a massage is _____ for the source

feedback

Promotion helps consumers because it

informs consumers and process them in a position to specify the products that they seek.

Anything that reduces the accuracy and clarity of communication is called

noise

Communication the 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

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 policy

The individual or group that decodes a coded message is called a

receiver

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

During the decoding process, the

receives attempts to convert signs or symbols into concepts and ideas

Factors such as climate, seasons, and holidays tend to lend to the promotional objective of

reducing sales fluctuations

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

The process of putting one's thoughts (meaning) into signs or symbols representing ideas or concepts, the source is undergoing

the coding process

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-cloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friend's e-mail addresses along to the marketer. This is known as

viral marketing

Which of the following are personal informal exchanges of communication that customers share with other another products, brands and companies?

word-of-mouth communication

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

In order for customers to receive a greater customization and service, they must be willing to

give information about themselves and their tastes

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. An_________, which is a form of tactile communication, concludes the session

handshake

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

Effective management of integrated marketing communications is based up

information about customers

Public Relations

is an element of promotion that should be handled on continuous basis

Head nodding, winking, hand gestures, and arm motions are all forms of _____

kinesic communication

Channel capacity is determined by the

least efficient component of the communication process

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

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 is an exchange situations is

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

If promotion does not do its job of stimulating demand, then the

price of the promoted product is likely to increase

If a pull policy is to be used in promoting a product the firm

promotes directly to consumers

If the push policy is used in promoting a product, the firm

promotes only to the next marketing institution down the marketing channel

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

When a salesperson varies the physical distance between himself and a customer he is using

proxemic communication

Blockbuster offers its customers a Blockbusters 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 consumer is

sales promotion

Marketers of highly seasonal products tent to have more irregular use of

sales promotion

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonal'ds is utilizing

sales promotion

Sweepstakes, free samplers, coupons, and rebates are examples of

sales promotion techniques

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 demand