CH. 16 Mindtap integrated marketing communications

Feedback refers to

A receivers response to a decoded messageEn

Which of the following statements about promotion mix is true?

Advertising is extremely cost-efficient when it reaches a vast number of people at a low cost per person.

Which of the following is an example of tactile communication?

An executive shakes hands with his counterpart from the client company to seal a deal between the companies.

Which of the following arguments is used by those who defend promotion of products such as tobacco and alcohol?

As long as it is legal to sell tobacco and alcohol, promoting that product should be allowed.

_____ refers to an attempt to incite publicity and public excitement surrounding a product through a creative event.

Buzz Marketing

For which of the following products does the promotion mix concentrate more on advertising than on personal selling?

Computers, road building equipment and aircraft

In the typical communication process, the receiver is the person who:

Decodes the message

Converting meaning into a series of signs or symbols is known as

Encoding

Which of the following is an advantage of advertising?

Even though the cost per person reached may be low, high absolute costs can limit, and sometimes preclude, use of advertising in a promotion mix.

For which of the following product types is word-of-mouth marketing known to be most effective?

Expensive, luxury products

Which of the following statements is true of promotion mixes with respect to the product life cycle?

In the growth and maturity stages, consumer services require heavy emphasis on advertising, whereas business products often call for a concentration of personal selling and some sales promotion.

Which of the following methods is used to stimulate primary demand for a product?

Informing potential consumers about the product's features and uses

Communicating through the movement of head, eyes, arms, hands, legs, or torso is known as _

Kinesic communication

Anything that reduces a communication's accuracy and clarity is called

Noise

Which of the following elements is usually a major component of a promotion mix for organizations selling to industrial markets?

Personal selling ( appliances, automobiles, and houses - consumer durables)

_______ refers to demand for a product category rather than for a specific brand of product

Primary demand

Which of the following depicts the flow of communication along the marketing channel with a pull promotional strategy?

Producer -> consumers

The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as __

Product Placement

Which of the forms of communication occurs when either person varies the physical distance between them?

Proxemic communication

Promoting a product only to the next institution down the marketing channel is known as the ________.

Push policy

__ is an activity that offers a direct inducement, such as a free sample, a game, or coupons, that offers an added value or incentive for the product to resellers, salespeople, or consumers.

Sales promotion

Which of the following is a medium for electronic word-of-mouth communication?

Social network

Viral marketing refers to:

Viral marketing is a strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly.

Which of the following statements about word-of-mouth marketing is true?

Word-of-mount marketing is linked to new customer acquisition when there is customer involvement and satisfaction.

A major goal of integrated marketing communications is to:

send a consistent message to consumers.