quiz 16 pt2

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 trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.

___________ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

Cause-related marketing

Kinesic communication is an element in which type of promotional method?

Personal selling

Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?

Personal selling

During the introduction stage of the product life cycle, which type of promotion would a firm focus on?

Pioneer

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 used to create and maintain favorable relationships between a company and its stakeholders.

Public relations

Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion?

Reducing sales fluctuations

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

advertising

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

advertising

One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required

advertising

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

advertising

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

advertising

All of the following are examples of publicity-based public relations tools except

annual reports.

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

cause-related marketing.

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.

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

encourage product trial

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

encouraging product trial.

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.

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

facilitating reseller support.

Which of the following industries is most likely to employ combative promotional efforts?

fast food

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. A(n) ___________, which is a form of tactile communication, concludes the session.

handshake

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

handshaking.

The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to

identify prospects.

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.

Bowflex uses infommercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at

identifying prospects.

Pioneer promotion is most likely to be used during the _____ stage of the product life cycle.

introduction

Public relations

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

As they walk to the car, Erin Brandeis tells her sales representative, Joachin Perez, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ___________ communication to Joachin.

kinesic

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

kinesic

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.

Selective demand is demand for a

particular brand.

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

personal selling.

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate

primary demand.

Advertising, personal selling, sales promotion, and public relations are called

promotion mix ingredients.

To gain maximum benefit from promotional efforts, marketers must strive to

properly plan, implement, coordinate, and control communications

Brandon walks around behind purchasing agent Shannon Wise as she looks at the pamphlet describing Hyster's new conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ___________ communication Shannon is sending.

proxemic

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

proxemic communication.

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

public relations.

The 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

During the decoding process, the

receiver attempts to convert signs or symbols into concepts and ideas

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to

reduce sales fluctuations.

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

reduce sales fluctuations.

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

reducing sales fluctuations

Blockbuster offers its customers a Blockbuster 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

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

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build

selective demand

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

the coding process.