MK303 M7 SmrtBk Ch13

d. large and scattered Reason: Recall that when the target market is large and scattered, mass selling can be an ideal promotion strategy.

Mass selling is an ideal promotion strategy to save costs when the market is ______. a. large and concentrated b. small and concentrated c. small and scattered d. large and scattered

a. paying media costs

A significant difference between advertising and publicity is that publicity does not entail ___. a. paying media costs b. the use of spokespeople c. any costs whatsoever d. attempting to change the behaviors of potential customers

source

A(n) ________ is the sender of a message.

d. publicity

An unpaid, nonpersonal presentation of ideas, goods, or services, is called ____. a. personal selling b. advertising c. direct marketing d. publicity

noise

Any disruption of the marketing communication process, also known as ____________, reduces the effectiveness of the message

b. sales promotion

Any promotional activity outside of advertising, publicity, and personal selling that attracts potential customers is known as ______. a. public relations b. sales promotion c. trade selling d. direct marketing

a. sales promotion

Any promotional activity outside of advertising, publicity, and personal selling that attracts potential customers is known as ______. a. sales promotion b. direct marketing c. trade selling d. public relations

a. informing

Customers typically want to know something about a product before they consider purchasing it. A(n) ______ objective can show that the product meets consumer needs. a. informing b. researching c. persuading d. reminding

a. True Reason: If the message or source is seen as untrustworthy then the message will not be delivered.

True or false: It is important that customers trust both the message and the source in the marketing communication process. a. True b. False

b. personal selling

Direct spoken communication between sellers and potential customers is called ______. a. sales promotion b. personal selling c. public relations d. direct marketing

a. persuading Reason: Recall that an informing objective tries to show that a product meets consumer needs better than other products, but a persuading objective tries to convince the consumer that one product is better than others and the consumer should purchase it.

Famous for his long and thick hair, NFL star Troy Polamalu has a contract with Procter & Gamble to endorse Head and Shoulders shampoo. Procter & Gamble has a(n) ______ objective when it uses Troy to demonstrate that Head and Shoulders shampoo is superior to competing products and thus should be purchased. a. persuading b. informing c. researching d. reminding

b. persuading Reason: Recall that an informing objective tries to show that a product meets consumer needs better than other products, but a persuading objective tries to convince the consumer that one product is better than others and the consumer should purchase it.

Famous for his long and thick hair, NFL star Troy Polamalu has a contract with Procter & Gamble to endorse Head and Shoulders shampoo. Procter & Gamble has a(n) ______ objective when it uses Troy to demonstrate that Head and Shoulders shampoo is superior to competing products and thus should be purchased. a. reminding b. persuading c. researching d. informing

c. Advertising Reason: Firms spend less on advertising than either Reason: Firms spend less on advertising than either personal selling or sales promotion.

Firms spend the least on which of the following promotion methods? a. Sales promotion b. personal selling or sales promotion. Personal selling c. Advertising

b. at the right price

Promotion involves telling customers about the right product available at the right place and _____. a. during the right season b. at the right price c. for the right time d. by the right people

d. receiver

The ______ is the person or persons to whom a message is delivered. a. source b. channel c. medium d. receiver

communication

The __________ process describes attempts by a source to send a message to a receiver.

a. promotion

The act of communicating information about a product to potential buyers in an attempt to influence their attitudes and behaviors, otherwise known as ______, is an important part of a firm's marketing mix. a. promotion b. production c. pricing d. placement

b. False Reason: Personal selling is face-to-face communication and the salesperson receives immediate feedback which allows him or her to adjust the message if necessary.

True or false: Personal selling does not allow the salesperson to adjust their message based on customer feedback. a. True b. False

Informing Reminding Persuading

What are the three basic promotion objectives? (Check all that apply.) a. Informing b. Reminding c. Researching d. Persuading e. Competing

Reason: Publicity is not a paid form of promotion.

A paid, nonpersonal presentation of ideas, goods, or services by an identified sponsor is known as ______. a. publicity b. direct marketing c. the marketing d. mix advertising e. advertising

receivers

A potential customer, also known as a(n) ____________________ target of a promotional message.

b. integrated

Although a firm may engage in several different promotional activities at one time, it should strive to produce ______ marketing communications in order to maintain consistent messaging. a. compliant b. integrated c. resistant d. complacent

a. expensive

Although personal selling can be very ______, it is still included in most promotion plans. a. expensive b. ineffective c. irrelevant d. lengthy

b. build credibility

Cheerios is a brand of breakfast cereal by General Mills. The company highlights, in its promotions, that the American Heart Association has certified the cereal as "heart- healthy" and may reduce the risk of heart disease. The immediate goal of this strategy is to ______. a. improve efficiency b. build credibility c. deny responsibility d. reduce costs

a. mass selling

Communicating with large numbers of potential customers at the same time is known as ______. a. mass selling b. personal selling c. direct marketing d. sales promotion

d. integrated marketing communications

Frito-Lay is promoting the SunChips brand as being environmentally friendly. This message is communicated in all of its print and television ads, point of purchase displays, and packaging. The company is using a(n) ______ strategy. a. advertising marketing communications b. strategic marketing management c. integrated message consistency d. integrated marketing communications

d. integrated marketing communications

Frito-Lay is promoting the SunChips brand as being environmentally friendly. This message is communicated in all of its print and television ads, point of purchase displays, and packaging. The company is using a(n) ______ strategy. a. integrated message consistency b. strategic marketing management c. advertising marketing communications d. integrated marketing communications

c. When the message leaves the source

In the traditional communication process in order, where does encoding occur? a. After decoding b. During the feedback process c. When the message leaves the source d. After the receiver gets the message

c. reminding

Jackson Air Conditioning & Heating sends out postcards to its previous customers every April alerting them to have their air conditioners checked before the summer months arrive. Jackson's direct mail campaign appears to be guided by a(n) ______ objective. a. informing b. researching c. reminding d. persuading

Source <----------> Jones Organic Dairy Encoding <----------> Parents thought the milk was healthy Message channel<----------> Newspaper ad Decoding <----------> Pictures of happy cows Receiver <----------> Parents Feedback <---------->"liking" the Jones' Facebook page

Jones Organic Dairy wanted to inform its target customers about the purity of its milk. An advertising agency developed a newspaper ad. The ad showed pictures of happy cows and the ad copy that said the cows were not given certain medications and had adequate pen space. Research showed that parents (the target market) viewed the milk as healthier than nonorganic milk. Many responded by "liking" Jones Organic Dairy's Facebook page. Match the step of the traditional communication process (on the left) with the details from this example (on the right). (on the left) | (on the right) Source | "Liking" the Jones' Facebook page Encoding | Newspaper ad Message channel | Parents thought the mild was healthy Decoding | Pictures of happy cows Receiver | Parents Feedback | Jones Organic Dairy (on the right) "Liking" the Jones' Facebook page Newspaper ad Parents thought the mild was healthy Pictures of happy cows Parents Jones Organic Dairy

c. Personal selling

Kendra is a sales representative for a pharmaceuticals company and meets with doctors and other medical personnel daily to share information about the products her company has available. This is an example of which type of promotion? a. Sales promotion b. Mass selling c. Personal selling d. Publicity

b. advertising; sales promotion

Most firms spend less money on ______ than on ______. a. sales promotion; customer service b. advertising; sales promotion c. customer service; advertising d. sales promotion; advertising

1. Get attention 2. Hold interest 3. Arouse desire 4. Obtain action

Place the parts of the AIDA model in order, beginning with the first of the four promotion jobs. Obtain action Arouse desire Hold interest Get attention

a. informing Reason: A persuasive objective would try to demonstrate how this brand is better than others.

Samsung placed an ad in Rolling Stone magazine announcing the Galaxy Tab, the world's thinnest tablet computer. The ad focused on the benefits that it offered based on common customer needs. Samsung is using a(n) ______ objective for its ad. a. informing b. researching c. persuading e. reminding

a. advertising

The most common type of mass selling is ______. a. advertising b. customer service c. publicity d.door-to-door selling

b. customers who already have positive attitudes about the firm or its products

The primary targets of a reminding objective are ______. a. customers who have negative opinions about a firm or its products b. customers who already have positive attitudes about the firm or its products c. customers who have no experience with the firm or its products d. a competing firm's customers

d. decoding

The process by which a receiver translates an encoded message is called ______. a. hearing b. encoding c. noise d. decoding

a. objectives

The right promotion blend depends on what the firm wants to achieve; therefore, it is critical that promotion ______ be clearly defined. a. objectives b. personnel c. products d. Methods

b. source

The sender of a message is called the ______. a. receiver b. source c. customer d. medium

b. encoding Reason: Decoding is the process the receiver uses to interpret the message.

The source uses ____ when it determines what to say and translates that message into words and symbols. a. decoding b. encoding c. communicating d. noise

receiver

The traditional communication process consists of a source, encoding, message channel, decoding and __________.

c. communication process

When a source attempts to transmit a message to a receiver, it is participating in the ______. a. listening process b. selling process c. communication process e. marketing process

d. persuading Reason: Recall that a persuading objective tries to convince consumers to buy its products.

When several firms offer similar products, companies often develop a(n) ______ objective, which tries to convince customers to buy, and continue to buy, their products and not the competitor products. a. reminding b. informing c. researching d. persuading

d. persuading Reason: Recall that a persuading objective tries to convince consumers to buy its products.

When several firms offer similar products, companies often develop a(n) ______ objective, which tries to convince customers to buy, and continue to buy, their products and not the competitor products. a. researching b. informing c. reminding d. persuading

b. noise

When the commercial came on, Miranda went into the kitchen to get a snack before her favorite television program returned. For the company who sponsored this commercial, this is an example of _____. a. promotion b. noise c. channel d. encoding

d. Message channel e. Source f. Receiver g. Feedback

Which of the following are components of the traditional communication process? (Check all that apply.) a. Promotion b. Publicity c. Noise d. Message channel e. Source f. Receiver g. Feedback

c. Aisle displays d. Samples e. Coupons

Which of the following are examples of sales promotion activities aimed at final consumers or users? (Check all that apply.) a. Publicity b. Merchandising aids c. Aisle displays d. Samples e. Coupons

a. Samples c. Coupons e. Aisle displays

Which of the following are examples of sales promotion activities aimed at final consumers or users? (Check all that apply.) a. Samples b. Merchandising aids c. Coupons d. Publicity e. Aisle displays

b. To arouse desire c. To obtain action d. To hold interest

Which of the following are promotion jobs described by the AIDA model? (Check all that apply.) a. To deflect costs b. To arouse desire c. To obtain action d. To hold interest e. To achieve satisfaction