MKTG 1110 - CHP #15

Which of the following are elements of the communication process? (Check all that apply.) Multiple select question. A channel A relationship Decoding A receiver

A channel Decoding A receiver

Which of the following is not a factor that would be considered noise in the communication process?

A message was repeated very frequently on radio and television.

Which two of the following would be considered part of the feedback loop in the communication process? Multiple select question. A retailer attributes an increase in sales to its purchase of advertising in Sunday's paper. A consumer purchases a used car as a result of the interaction with a salesperson. A firm issues a press release about an upcoming charity event it is sponsoring. A manufacturer customizes its message for consumers using direct marketing.

A retailer attributes an increase in sales to its purchase of advertising in Sunday's paper. A consumer purchases a used car as a result of the interaction with a salesperson.

Which of the following are methods of setting a budget for promotion? Multiple select question. Target audience All you can afford Competitive parity Objective and task

All you can afford Competitive parity Objective and task

Which of the following is a key element in any direct marketing program?

Databases

________ allow marketers to create profiles of its customers, including information about lifestyles, media use, and purchasing patterns, which are useful in direct marketing.

Databases

During which of the following stages of the product life cycle is promotion of the least importance?

Decline

Which of the following activities typically requires the most creativity?

Designing the promotion

Which of the following represents the three steps in the promotional decision process?

Developing, executing, and assessing the promotional program.

Which of the following promotional elements refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information?

Direct marketing

Which of the following is related to the dramatic growth of direct marketing?

Increasing interest in customized communication with consumers.

Prospective buyers go through which of the following stages in the hierarchy of effects? Multiple select question. Testing Interest Evaluation Adoption

Interest Evaluation Adoption

Which two of these are true of advertising? Multiple select question. It typically has an immediate feedback loop. It contains a customized message. It is nonpersonal communication. It is a paid form of communication.

It is nonpersonal communication. It is a paid form of communication.

Which of the following statements regarding direct marketing is most accurate?

Many customers believe direct marketing saves time, is entertaining, and offers privacy.

Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or the feedback received?

Noise

Which of the following promotional elements refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?

Personal selling

Advertising, personal selling, and public relations are part of which element in the marketing mix?

Promotion

Which of the following is a particular challenge for the coordination of a consistent promotional effort?

Promotional elements are often the responsibility of different departments.

_____ is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

Public relations

Direct orders

Result from offers than contain all the information to make a decision and complete the transaction

Lead generation

Results from an offer designed to generate interest in a product and a request for more information

Traffic generation

Results from an offer designed to motivate people to visit a business

__________ promotion refers to a short-term inducement of valued offered to arouse interest in buying a good or service.

Sales

Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following promotional elements?

Sales promotion

When a company learns the launch date for a new product that will be a close substitute for its own, it is most likely to affect which part of the IMC program?

Scheduling the promotion

Which of the following steps in developing an IMC program is likely to be affected by seasonality?

Scheduling the promotion

In the communication process, how does the encoding occur?

The source establishes it.

Introduction

To inform

Growth

To persuade

Decline

To phaseout

Maturity

To remind

Personal selling to provide information and support after the sale and advertising in trade publications are common promotion elements when the purchaser is _____.

a business buyer

Central to integrated marketing communications (IMC) is

a consistent message across all audiences.

Personal selling is

a two-way flow of communication between buyer and selling designed to influence a purchasing decision.

A manufacturer places a full-page, four-color ad in Time magazine about its new product at the cost of nearly $274,000, which is an example of

advertising.

Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor is known as

advertising.

Which two factors are especially helpful in choosing the right promotional tools from a wide array of possibilities? Multiple select question. simplicity similarity to competitors an analytical approach experience

an analytical approach experience

In developing a promotional program for a firm's product, the first step is to identify the target __________, which should align with the target market for the product to the greatest extent possible. (Enter one word in the blank.)

audience

Percentage of sales, competitive parity, and objective and task are three methods of setting a __________ promotion . (Enter one word in the blank.)

budget

The __________ process requires six elements: a source, a message, a channel, a receiver, and the processes of encoding and decoding.

communication

The promotional mix is a combination of ________ tools.

communication

The process in which a message is conveyed to others in known as

communication.

Because several departments might be responsible for various promotional efforts, extra attention should be paid to their

consistency.

At which stage in the product life cycle would a company spend little money on promotion?

decline

Fitness trackers are in the growth stage of the product life cycle. A manufacturer selling one of these devices would most likely use advertising to

differentiate one brand of device from another.

Telephone solicitations, mail, infomercials, catalogs, and e-mails can all be considered part of __________ marketing.

direct

Desirable outcomes of __________ ___________ include direct orders, lead generation, and traffic generation. (Enter one word in each blank.)

direct marketing

Factors such as the need for improved reliability and security in postal systems and new government regulations represent important challenges for ________ in the global market.

direct marketing

Like personal selling, ________ often consists of interactive communication with a customizable message.

direct marketing

In the communication process, __________ refers to the transformation of a sender's ideas into a set of symbols. (Enter one word in the blank.)

encoding

Posttesting of promotions _____.

evaluates the impact and contribution of each toward achieving objectives

Successful promotion designs are often the result of

insight regarding consumer's interest and purchasing behavior.

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.

Competing messages, lack of clarity in a message, or even printing mistakes can create problems preventing effective communication, so they are called __________.

noise

Using ________ with business buyers is appropriate because they often have specialized needs or technical questions, and may need support after the purchase.

personal selling

What is the promotional objective of the introduction stage of the product life cycle?

persuade

Developing, executing, and assessing the promotional program helps an organization by

prescribing a strategic approach that improves promotional decisions.

The ideal execution of a promotion program involves ________ each design to allow for changes and modifications, and then ________ to evaluate the impact of each promotion and its contribution toward the objectives.

pretesting; posttesting

The product life cycle relates each associated stage with a promotional objective and a ________ activity.

promotional

Advertising, personal selling, public relations, sales promotion, and direct marketing are the five elements of the

promotional mix.

Advertising and personal selling are part of the __________ mix.

promotional or promotion

When a pharmaceutical company places an ad in a home and garden magazine for its new arthritis drug, it is using a ________ strategy.

pull

In terms of promotional strategies within a channel, a firm can use a(n) '__________' strategy to encourage cooperation of intermediaries. (Enter one word in the blank.)

push

Attempts to influence feelings, opinions, or beliefs held by customers and others about a company and its products are called public __________.

relations

The feedback loop in the communication process is made up of a(n) __________ from the receiver and feedback. (Enter one word in the blank.)

response

If ________ are conducted continuously, they lose their effectiveness.

sales promotions

An analytical approach and experience are particularly important when ________ because a large number of possible combinations can achieve the same objective.

selecting the right promotional tools

Awareness and trial are stages of

the hierarchy of effects.

Mass selling is

the production and sales of a single item that contains no variation of product benefits.

The two promotional strategies used by a manufacturer to assist in moving a product through the channel of distribution are known as

the push strategy and the pull strategy.

Within the communication process, encoding could best be described as

transforming ideas into symbols.