Marketing Exam 4

Which of the following characteristics distinguish online media from traditional marketing?

Addressability, interactivity, accessibility, connectivity, and control

____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.

Digital marketing

____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Public relations

What is the overall role of promotion?

To stimulate product demand.

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

Word-of- mouth communication.

When a company promotes its position on a public issue, this is specifically referred to as___ advertising.

advocacy

When Anheuser-Busch ran an advertising campaign featuring the slogan "Know when to say when," it was using:

advocacy advertising

Exterior and interior characteristics such as layout, displays, color, and lighting are all elements of a store's:

atmospherics.

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as:

bricks-and-clicks.

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

buzz marketing.

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using:

cause-related marketing.

Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's:

channel capacity.

The process of putting one's thoughts (meaning) into signs (symbols) is called the:

coding (encoding) process.

Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as:

cold canvas.

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered:

communication channels.

The difference between consumer sales promotion methods and trade sales promotion methods is:

consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy.

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.

As Emily prepares the script for a radio commercial for her boutique, she is engaging in the____ stage of the communication process.

encoding

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

encourage product trial.

The final stage of the selling process is:

follow-up.

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising:

frequency.

Merchant wholesalers can be divided into two basic categories:

full-service and limited service.

A common form of tactile communications in U.S. business activities is:.

handshaking

The first stage in the development of any advertising campaign is:

identifying the target audience.

Promotion helps consumers because it:

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

The Robert Morris University runs a series of ads throughout the Mid Atlantic area on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as:

institutional advertising.

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

integrated marketing communications.

Public relations:

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

Personal selling goals include finding prospects, convincing prospects to buy, and:

keeping customers satisfied

Head nodding, winking, hand gestures, and arm motions are all forms of ___ communication.

kinesic

Location is important to a retailer because:

location determines the trading area from which the store must draw its customers

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a:

news release.

The public relations department at Lowe's Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a:

news release.

Anything that reduces the accuracy and clarity of communication is called:

noise

Selective demand is demand for a:

particular brand

The target audience for an advertising campaign is the:

people toward whom the advertisements are directed.

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called:

personal selling

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is:

personal selling.

Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to:

preapproach.

At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring tiger woods. This is an example of a:

premium.

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a:

press conference.

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

promotes only to the next marketing institution down the marketing channel.

Sayyid's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is:

prospecting.

Scott Bartello, a salesperson for Lamkin Golf Products, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called:

prospecting.

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

public relations.

Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of:

publicity.

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of:

reach

Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.

receiver, decodes

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

reducing sales fluctuations.

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ___ advertising.

reinforcement

IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video contest, and generally find out the customers' likes and dislikes. IHOP in this example, is engaging in ___ marketing.

relationship

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

reminder

Walmart, Macy's Nordstrom's and Toys R Us are examples of:

retailers.

Direct selling, direct marketing, and vending machines are all examples of:

retailing.

Subway is conducting a contest in which customers are asked to name a new sandwich. The winner gets a free sandwich each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Subway's use of the ___ elements of the promotion mix.

sales promotion

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is:

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, McDonald's is utilizing

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.

On a break between classes, Kelly checks her smartphone and enters her contact information on the publishers clearing house site. She doubts that she will win $10 million, but she never passes up a chance to participate in a:

sweepstakes.

Reinforcement advertising is primarily targeted at:

the current users of a particular product.

Two trends that have caused consumer-generated information to gain importance is:

the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during:

the preapproach.

Consumers are changing ____ and consumption behaviors as a result of emerging technologies.

their information searches

A retailer is an organization that purchases products for the purpose of reselling them to:

ultimate consumers.