MAR 3023 Chapter 18
Select the elements that are part of the communication process. (Select all that apply)
-a channel -decoding -a receiver
Select the elements that are considered part of the promotional mix. (Select all that apply)
-advertising -direct marketing -sales promotion
Which are methods of setting a budget for promotion? (Select all that apply)
Competitive parity Objective and task All you can afford
Which two outcomes result when sales promotions are conducted continuously?
Customers will delay purchase until a promotion is offered. Customers will begin to question the product's value.
During which stage of the product life cycle is promotion least important?
Decline
______ refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information.
Direct marketing
marketing communications (IMC) is the coordination of all promotional activities to provide a consistent message across all audiences.
Integrated
What is an advantage of direct marketing?
It can be customized to match the needs of a target market.
Select the two characteristics of advertising.
It is nonpersonal communication. It is a paid form of communication.
What is the primary advantage of publicity?
It is perceived as credible.
Select the characteristics of an effective promotional objective. (Select all that apply)
It should be measurable. It should be designed for a well-defined target audience. It should cover a specified time period.
What is a particular challenge for the coordination of a consistent promotional effort?
Promotional elements are often the responsibility of different departments.
________ is a nonpersonal, indirectly paid presentation of an organization, good, or service.
Publicity
________ often stimulates sales for its duration, but gains are often temporary and sales drop off when the deal ends.
Sales promotion
What two questions must be answered for the development of the promotional program?
When should the promotion be run? Who is the target audience?
A manufacturer pays $274,000 to place a full-page, four-color ad in Time magazine about its new product. This is an example of ______.
advertising
Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is known as ______.
advertising
In the growth stage of the product life cycle, _______ is used as the primary promotional element in order to stress brand differences
advertising
What two tactics would most likely be used by a firm when its product is in the growth stage of the product life cycle?
advertising that stresses brand differences personal selling that solidifies the channel of distribution
For its newest gaming console, Star Electronics decides to tell consumers about the product by placing a full-page advertisement in the most popular gaming magazine. In the communication process, the magazine ad is the ______.
channel of communication
The ________ refers to the medium that carries the message for a firm, such as a salesperson, advertising media, or public relations tools.
channel of communication
The _____________ process requires six elements: a source, a message, a channel, a receiver, and the processes of encoding and decoding. Listen to the complete question
communication
The process in which a message is conveyed to others in known as ______.
communication
The promotional activities within IMC are designed to provide a ______ message.
consistent
What are two disadvantages of direct marketing?
consumer concerns about privacy high costs to maintain a good database
During which stage of the product life cycle is little money, if any, spent on promoting the product?
decline
The process by which the receiver takes a set of symbols and transforms them back to an idea is called________.
decoding
When using the objective and task method to determine the promotion budget, marketers must take which steps?
determine the promotion costs for performing tasks determine its promotion objectives
Select elements of the promotional mix. (Select all that apply)
direct marketing personal selling public relations
In the communication process, ________ refers to the transformation of the sender's ideas into a set of symbols.
encoding
What allows the sender to determine whether the message was properly decoded and understood by the receiver?
feedback
For a message to be communicated effectively, the sender and receiver must have a mutually shared ________, a similar understanding and knowledge they apply to the message.
field of experience
International marketing presents special challenges in communication, since the source and receiver may not have overlapping ________, due to differences in culture and language.
fields of experience
What two issues must be considered when putting together a firm's promotional mix?
how to coordinate a consistent promotional effort among various departments how to balance the use of different promotional tactics
Promotion in the prepurchase stage is meant to ______ and ______. (Select two answers)
inform the consumer induce a low-risk trial
Within the communication process, decoding can best be described as ______.
interpretation
Which best describes promotional spending in the decline stage of the product life cycle?
little to none
To the extent that time and money permit, the target audience for the promotion program should ______.
match the target market for the firm's product
In the communication process, the information sent by the source forms the___________.
message
When a cell phone provider features a new product in its advertising, the description for the new phone would best be called the ______.
message
Competing messages, lack of clarity in a message, or even printing mistakes can create problems that prevent effective communication, so they are called ________.
noise
If a salesperson used so much industry jargon that a prospective buyer was unable to understand the message properly, the communication would fail because of ______.
noise
The characteristic that best describes personal selling is that it is ______.
often a face-to-face interaction
Higher levels of complexity, risk, and ancillary services for a product will result in the use of more ________ in the promotional mix.
personal selling
Intermediaries in the marketing channel benefit from ________ because they are provided marketing advice and expertise, in addition to information about allowed markup, merchandising support, and return policies.
personal selling
What two tactics would most likely be used by a firm when its product is in the growth stage of the product life cycle?
personal selling that solidifies the channel of distribution advertising that stresses brand differences
Advertising, personal selling, and public relations are part of the ______ element of the marketing mix.
promotion
Advertising, personal selling, public relations, sales promotion, and direct marketing are the five elements of the ______.
promotional mix
Publicity, lobbying efforts, and press conferences are some of the tools used in ______.
public relations
What promotion element plays the least important role in the postpurchase stage?
public relations
Which promotional element is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers and others about a company and its products, using tools like special events, lobbying, and press conferences?
public relations
Lack of control over the firm's message is a disadvantage of using ________ as the primary element of a firm's promotional campaign.
publicity
News stories, editorials, and announcements about organizations, goods, and services are examples of ______.
publicity
When the manufacturer directs the promotional mix at ultimate consumers to encourage them to ask the retailer for a product, and the retailer then orders it from a wholesaler, it is known as a(n) ________ strategy.
pull
The two channel strategies used by a manufacturer to assist in moving a product through the channel of distribution are the ______ strategies.
push and pull
The primary promotional objective in the maturity stage of a product's life cycle is to ______.
remind and generate loyalty
The feedback loop consists of two elements—feedback and ______.
response
Free samples, rebates, sweepstakes, and contests are all examples of which promotional element?
sales promotion
Which promotional element is a short-term inducement of value offered to arouse interest in buying a good or service?
sales promotion
Which promotion tactic would most likely be used by a firm when its product is in the maturity stage of the product life cycle?
sales promotion to maintain loyalty
What two elements are likely to be used in promotion during the prepurchase stage of the consumer buying decision?
samples that provide a low-risk trial advertising that informs the buyer of the existence of the product and the seller
If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the _______ in the communication process.
source
In the marketing communication process, the ______ refers to the company or person who has information to convey.
source
Within the communication process, encoding could best be described as ______.
transforming ideas into symbols