Chapter 14 Marketing 3000 Pg 506

Which of the following represent(s) a two sided message A) Listerine tastes bad twice a day B) Heinz Ketchup is slow good C) Etonic athlete shoes are built so you can last D) A and B

A and B

Which major promotion category makes use of displays, discounts, compounds and demonstrations? A) sales promotion B) direct marketing C) publicity D) public relations E) advertising

Sales promotion

Which of the following is NOT a major category in a company's promotion mix? A) sales promotion B) strategic positioning C)direct marketing D) public relations E) Advertising

Strategic positioning

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) direct marketing B) integrated marketing C) the promotion mix D) competitive markketing E)Target marketing

The promotion mix

Sales promotion features a wide assortment of tools. Which of the following is NOT one of these tools? A) contests B) premiums C) catalogs D) coupons E) Cents-off deals

catalogs

Which promotional tool is described as nonpublic, immediate customized, and interactive? A) segmented advertising B) sales promotion C) direct marketing D) brand contracts E) public relations

direct marketing

The communication channel a company uses to move its advertising messages from sender to receiver is called the ___ A) message B) media C) encoder D) communicator E) feedback loop

media

Communication through the mail is categorizes as a(n) __ communication channel A) non personal B) word of mouth C) personal D) objective E) inefficient

personal

Which promotional mix strategy directs marketing efforts toward market channel members? A) pull B)blitz C) push D) buzz E)pulse

push

A(n) ___ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims, or when the communicator has a negative association to overcome A) two sided B) one sided C) moral D) emotional E) scientific

two sided

To communicate effectively, a marketing communicator must ___ the consumer's field of experience A) compete with B)share C) understand D)create E) reference

understand

All of the following are strategies a marketer would use to lead consumers into making the final step toward a purchase EXCEPT which one? A)offer special promotional prices B)offer add-on features C)offer premiums D) use extensive "teaser" advertising E)C or D

use extensive "teaser" advertising

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) Sales promotion B) Advertising C) direct marketing D)personal selling E) public relations

Advertising

Marketing communicators must do all the following EXCEPT ____. A) identify the target audience B)Deliver products to the customer C)determine the communication objectives D) collect feedback E) choose the media though which to send a message

Deliver products to the customer

More companies are adopting the concept of ___< which carefully integrates and coordinates the company's many communication channels to deliver a clear, consistent and compelling message about the organization and its brands A) Integrated marketing communications B) integrated personal selling C) integrated competitive methods D) non personal communication channels E)Buzz marketing

Integrated marketing communications

Vast numbers of consumers are aware of your product. It is now your goal to enhance preference for your product. You plan to use nonpersonal communications through print media. This will include all of the following EXCEPT ________. A) newspapers B) magazines C) Internet "chats" D) direct mail E) catalogs

Internet "chats"

Advertising has some shortcomings. What is NOT one of them? A) it is impersonal B) it can be very costly C) It slowly reaches many people D) It carries on one way communication with the audience E) It does not make audience member feel the need to respond

It slowly reaches many people

Moving away from ___, marketers have been shifting toward highly focused marketing, spawning a new generation of more specialized and highly targeted communications efforts. A) mass marketing B) advertising C) direct marketing D) pull strategies E) push strategies

Mass marketing

Which of the following is NOT a factor in the changes occurring in today's marketing communications? A) mass markets have fragmented, and marketers are shifting away from mass marketing B)Improvements in communication technologies are changing how companies and customers communicate with each other. C)Companies routinely invest millions of dollars in the gas media. D) Mass media no longer capture the majority of promotional budgets E) Today's consumers are better informed about products and services

Mass media no longer capture the majority of promotional budgets

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured atress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the sender of this message is __ A) Melina Kanakaredes B) laddie's Home Journal C) readers who redeem the $1 dollar off coupon D) Maybelline

Maybelline

Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments? A) cable television channels B) email C)podcasts D)network television E)online social networks

Network television

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly actions? A) Mass market advertising B)Personal selling C) segmented advertising D) sales promotion E) Public relations

Personal selling

A message showing a products quality, economy, value, or performance is called a(n) ___ appeal A)structural B) rational C) emotional D) moral E) Standard

Rational

All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one? A) TV ad spending is rising at a slower rate than online ad spending B)TV and other mass media still capture the lion share the promotional budget C) Many viewers are using video on demand and TiVO-like systems D) Younger consumers are using different media E) TV audience size is on the decline

TV and other mass media still capture the lion share the promotional budget

A maker of vitamin drinks wants to compete with the leading brands in the category and has decided to use a heavy push strategy, putting most of the brands marketing budget into trade and consumer sales promotion. Which of the following is a disadvantage to this approach? A) A new marketing comm. model is quickly replacing mass marketing B) mass media campaigns are increasingly more expensive C) it may be difficult to identify meaningful product differences D) retail giants may be reluctant to respond to the strategy E) The strategy may spark a spiral of price slashing that will undercut the brands future for short term gains

The strategy may spark a spiral of price slashing that will undercut the brands future for short term gains

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________. A) word of mouth B) public relations C) buzz marketing D) a push strategy E) a pull strategy

a pull strategy

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________. A) personal selling B) direct marketing C) a push strategy D) a pull strategy E) public relations

a push strategy

Which of the following would be classified as bait and switch advertising? A) advertising a cheaper brand but only making a more expensive one available to customers B) raising a product's prices C) attempting to charge less for a brand than for manufacturers' brands D) advertising service packages that cannot actually be provided

advertising a cheaper brand but only making a more expensive one available to customers

Using the _____ method of setting an advertising budge, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising. A) integrated B) moving-average C) competitive parity D) percentage of sales E) affordable

affordable

Bait and switch advertising ___ A) attracts buyers under false pretenses B) is unethical C)is illegal D) is deceptive E) all of the above

all of the above

Using integrated marketing communications, the communications process should start with ________. A) advertising strategy B) the competitive-parity method C) public relations D) an audit of all the potential customer touch points E) publicity

an audit of all the potential customer touch points

Non-personal communication channels include major media, ___, and events. A) sales calls B) buzz marketing C) atmospheres D) word of mouth E) email

atmospheres

In the model of buyer-readiness stages, the first stage is __ A)preference B)knowledge C)liking D)awareness E)insistance

awareness

Mercy University's initial ads for the school's new MBA program are most likely intended to create ________. A) liking B) awareness C) preference D) insistence E) conviction

awareness

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company. A) public relations message B) brand contact C) advertisement D) logo E) media vehicle

brand contact

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. A) marketing; media B)media; sales C) narrowcasting; broadcasting D)broadcasting; narrowcasting E) advertising; word-of-mouth

broadcasting; narrowcasting

The six___ stages the consumers normally pass through on their way to making a purchase include awareness, knowledge, liking, preference, conviction, and purchase. A) personal readiness B) buyer-readiness C)objective readiness E) supplier readiness

buyer-readiness

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitant. The marketing department then recruits consumers who were early adopters of technology devices to spread the word about the company's new products. This is an example of A) Public service adctivities B) non personal marketing C) buzz marketing D) sales promotion

buzz marketing

Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as ________. A) sales promotion B) indirect marketing C) buzz marketing D) stealth marketing E) public relations

buzz marketing

To ___, a marketer can ask target audience members whether they remember the message, how many times they saw it, and what points they remember A) select a message source B)Collect feedback C) select a message channel D) plan a media purchase E) design a marketing appeal

collect feedback

The two broad types of ___ channels are personal and nonpersonal A) marketing B) competitive C)communication D) buyer E) seller

communication

Advertising, sales promotion, personal selling, public relations, and direct marketing are all __. A) communications channels that should be integrated under the concept of integrated marketing communications B) communications channels focused more on narrowcasting than broadcasting C) promotional tools used for push strategies but not pull strategies

communications channels that should be integrated under the concept of integrated marketing communications

Companies often fail to integrate their various communications to consumers because A) historically, consumers have been able to distinguish between message sources B)Advertising departments are reluctant to work with public relations professionals C)communications often come from different parts of the company D) personal selling and sales promotion are in direct conflict E)They have failed to understand the concept of brand contact

communications often come from different parts of the company

Towards the end of the fiscal year, the owner of a small company came back from lunch concerned because he has learned that a business target to the same customers as his was planning on spending 150,000 for next years promotion. Which method of promotional budgeting did the owner want to use? A) objective task method B) percentage of sales method C) competitive parity method D) bottom up method

competitive parity method

Which method of setting an advertising budget is based on analyzing competitors' spending? A) affordable method B) competitive parity method C) competitive parity method D) objective and task method E) regression method

competitive parity method

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix? A)product B)competitor C)price D)place E) promotion

competitor

Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone. A) variety B) contact C) consistency D) creativity E) convenience

consistency

Integrated marketing communications produces better communications ___ and greater __ impact A) consistency; sales B)sales; consistency C) marketing; sales D) variety; production E)branding; quality

consistency; sales

Today, marketers are moving toward viewing communications as managing the __________ over time. A) advertising agency B) non personal communication channels C) word of mouth influence D) customer relationship E) product life cycle

customer relationship

The receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as __ A) disencoding B) feedback C) acknowledgement D) decoding E) response

decoding

Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet? A) sales promotion B) direct marketing C) publicity D) public relations E) advertising

direct marketing

Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do. A) don't distinguish between message sources B) are able to differentiate among message sources C) don't care about buzz marketing D) Are not able to block out messages E) block them all out

don't distinguish between message sources

The communicator must decide how to handle message structure issues. One issue is whether to ________ or not. A) draw a conclusion B) make a moral appeal C) use the pull strategy D) use the push strategy E) avoid competitors

draw a conclusion

Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand. This type of message is called a(n) ________ appeal. A) rational B) structural C) emotional D) moral E) standard

emotional

HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________. A) messaging B) encoding C) sending D) decoding E) responding

encoding

The decision to use a cleaning genie to communicate the strength and power of "Mr. Clean" cleaning liquid represents the ________ process of the communication model. A) sourcing B) encoding C) signifying D) decoding E) messaging

encoding

Marketing communicators must be good at ___ messages that take into account how the target audience __ them A) delivering; encodes B)sending; encodes C)encoding; decodes D)retrieving; perceives E)decoding; receives

encoding; decodes

A company's sales people should always follow the rules of __ A) high pressure selling B) societal marketing C) competition D) fair competition E) cooling off

fair competition

When a customer lets a producer know something about its products or advertising, the customer is providing ________. A) decoding B) noise C) feedback D)encoding E) reverse marketing

feedback

___ from marketing communications may suggest changes in the promotion program or in the product offer itself A) encoding B) decoding C) feedback D) noise E) shelter

feedback

The six buyer-readiness stages include all of the following EXCEPT ________. A) awareness B) knowledge C) power D) liking E) hesitation

hesitation

Through a popular appeal, when used poorly ___ can detract from comprehension, quickly wear out i's welcome, overshadows the product, or even irritate consumers. A) humor B) non personal communication C) direct marketing D) integrated marketing E)noise

humor

All too often companies today have failed to ___ their various communications channels, resulting in a hodgepodge of communications to consumers A) promote B) rechannel C)Intergrate D)Open E)verify

integrate

Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________. A) buzz marketing B) experiential marketing C) integrate marketing communication D) word of mouth marketing E) database marketing

integrate marketing communication

Companies use all of the following methods o set their advertising budget except the ___. A) objective and task method B) integrated method C) competitive parity method D) percentage of sales method E) affordable method

integrated method

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured atress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the medium of this ad is A) Melina Kanakardes B) ladies home journal C) refers who redeem coupon D) Maybelline

ladies home journal

To product better communications consistency, a unified company image, and greater sales impact, some companies employ a(n)___ A) advertising agency B) marketing communications director C) public relations specialists D) personal sales force E) media planner

marketing communications director

Mass-media advertising routinely involves a company investing millions or even billions of dollars to reach tens of ___ of customers with a single ad. A) billions B)thousands C) millions D) hundreds E) tens

millions

An example of a(n) ___ appeal is the Salvation Army appeal, "while you were trying to figure out what to get the man who has everything, don't forget the man who has nothing" A) emotional B) awareness C) rational D) moral E) standard

moral

A consumer is reading a magazine with an advertisement, but is distracted from reading the advertisement or its key points. This unplanned static or distortion during the communication process is called ___ A) noise B) distraction C) feedback D) response E) decoding

noise

Which of the following is NOT one of the four major communication functions? A) feedback B) encoding C) noise D) response E) decoding

noise

Perhaps the most logical budget-setting method is the ______ method because it is based on spending necessary to accomplish specific promotion goals A) percentage of sales B) affordable C) competitive parity D) objective and task E) exponential smoothing

objective and task

In the communication process, the more the senders field of experience ___ that of the receiver, the more ____ the message is likely to be A)varies from; distinguishable B) overlaps with; effective C) connects with; ineffective D) coincides with; creative

overlaps with; effective

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result. A) percentage of sales B) affordable C) competitive parity D) objective and task E) regression

percentage of sales

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________. A) sales promotion B) personal selling C) public relations D) direct marketing

personal selling

___ is the company's most expensive promotion tool A) advertising B) personal selling C) Mass media D) public relations E) publicity

personal selling

Integrated Marketing Communications involves identifying the target audience and shaping a well-coordinated ___ to elicit the desired audience response A) pull strategy B) push strategy C) promotional program D) opinion leader E) target market

promotional program

Moral appeals are directed to the audience's sense of what is "right" and ________. A) proper B) affordable C) traditional D) positive E) emotional

proper

A newspaper article announced that VoiceStream Wireless, a nations 6th largest wireless carrier, was changing its name to T mobile and that to begin the makeover process it has replaced spokesperson Jamie Lee Curtis with Catherine Zeta Jones. Which element of the promotion mix is this A) sales promotion B) advertising C) public relations D) personal selling

public relations

Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use? A) sales promotion B) personal selling C) public relations D) direct marketing

public relations

Which of the five major promotion tolls includes building up a positive corporate image and handling's unfavorable stories and events? A) sales promotion B)Personal selling C) direct marketing D) public relations E) advertising

public relations

___ is very believable because of news stories, features, sponsorships, and events seem more real and believable to readers than ads do A) the competitive parity method B) personal communications C) personal communication D) non personal communication E) personal selling

public relations

Which promotional mix strategy directs marketing efforts toward final consumers? A) pull B)blitz C) push D)buzz E)pulse

pull

Business to consumer companies are more likely to emphasize a ___ promotion strategy, while business to business companies are more likely to emphasize a ___ A) pull; push B) push; pull C) pulse; pull D) continuity; pulse E) pulse; continuity

pull; push

Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales? A) push B) pull C) push and pull D) pulse E) continuity

push and pull

In the communication process, the reaction of the receiver after being exposed to a message is called the ___. A) response B) answer C) noise D) feedback E) decoding

response

"buy it now" is the message of A) personal selling B) advertising C) a non personal communication channel D) sales promotion E) publicity

sales promotion

An email from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________. A) sales promotion B) personal selling C) public relations D) advertising objective

sales promotion

____ consists of strong short term incentives that invite and reward quick responses from customers A) a patronage reward B) A segmented promotion C) advertising D) sales promotion E) publicity

sales promotion

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A) direct marketing B)sales promotions C) personal selling D) public relations E) publicity

sales promotions

In designing the message structure, marketers must decided whether to present the ___ arguments first or last in a message A) emotional B) structural C) moral D) strongest E) scientific

strongest

Which of the follow is LEAST important for integrating a firms marketing communication A) analyze internal and external trends B) audit the pockets of communications spending throughout the organization C) identify all customer touch points for the company and its brands D) study the competitor's communications elements

study the competitor's communications elements

When a car-maker wants to introduce a new model, it is most likely to began with an extensive ________ advertising campaign to create name familiarity and interest. A) sales promotion B) competitive C) teaser D) moral appeal E) two-sided

teaser

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information. A) public relations B) direct marketing C) the internet and other technologies D) mass market media E) informative advertising

the internet and other technologies

In the communication process, an actual HP printer/fax machine advertisement is called __. A) encoding B) decoding C) noise D) the message E) the medium

the message

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured atress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback? A) the number of subscribers to Ladies home journal B) the number of people make up the target market C) the number of people who redeem the coupon D) the number of people who were exposed to the ad

the number of people who redeem the coupon

In the "chaos scenario" predicted by some advertising industry experts. the old mass-media communications model will be abandoned in favor of ___. A) public relations B) direct marketing C) push and pull strategies D) the possibilities of new digital technologies E) buzz marketing

the possibilities of new digital technologies

Integrated marketing communications require a comapany's mass market advertisements, web site, email, and personal selling communications to all have ___. A)equal portions of the advertising budget B) independent communications directors C) separate marketing objectives D) The same target audience E) the same message, look, and feel

the same message, look, and feel