Chapter 15
Which of the following are examples of a pull policy? (Select three) - Retailers asking their wholesalers to carry the product - Consumers encouraging the retailer to carry the product - Manufacturers trying to stimulate consumer demand by promoting directly to consumers - Wholesalers using personal selling to persuade retailers to carry the products
- Retailers asking their wholesalers to carry the product - Consumers encouraging the retailer to carry the product - Manufacturers trying to stimulate consumer demand by promoting directly to consumers
Which of the following are examples of a push policy? (Select three) - Retailers using sales promotion to convince consumers to buy - Wholesalers using personal selling to persuade retailers to carry the products - Manufacturers trying to stimulate consumer demand by promoting directly to consumers - Manufacturers using aggressive business-to-business advertising to convince wholesalers to carry the product
- Retailers using sales promotion to convince consumers to buy - Wholesalers using personal selling to persuade retailers to carry the products - Manufacturers using aggressive business-to-business advertising to convince wholesalers to carry the product
Paid, nonpersonal communication through mass media such as a radio ad is which element of the promotional mix? Public relations Sales promotion Advertising Personal selling
Advertising
What is the limit on the volume of information a communication channel can handle effectively known as? Channel capacity Receiver Noise Feedback
Channel capacity
Which of the following most likely constitutes buzz marketing? Five Guys partners with Farmville to feature a "Five Guys Farm" as part of the social media game for a limited time. Five Guys engages in a consumer game in which consumers receive board game prize stickers that come with the food they order. Five Guys posts a sign outside of its restaurants advertising a new lunch special. Five Guys is considering updating its slogan to appeal to a younger demographic of consumers. Five Guys uses chalk to draw out a giant professional-looking drawing of fries complete with the Five Guys logo on the boardwalk of a big city.
Five Guys uses chalk to draw out a giant professional-looking drawing of fries complete with the Five Guys logo on the boardwalk of a big city.
Which of the following is appropriate for stimulating primary demand? Personal selling Selective demand Reinforcement promotion New introductory promotion
New introductory promotion
Which of the following is not one of the four elements of the promotion mix? Personal selling Public relations Sales promotion New introductory promotion
New introductory promotion
Which element of the promotional mix is a paid personal communication that seeks to inform customers and persuade them to purchase products? Personal selling Advertising Public relations Sales promotion
Personal selling
_______ on television has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements. Personal selling Advertising Product placement Sales promotion
Product placement
Which of the ten possible objectives of promotion involves a firm using its resources more efficiently by using promotional techniques that generate sales during slow periods? Retaining loyal customers Reducing sales fluctuations Identifying prospects Challenging competitors' promotions
Reducing sales fluctuations
Which of the following best represents noise in the communication process? When the receiver refuses to provide relevant feedback The failure of the receiver to listen to the message The use of technical jargon the receiver doesn't understand A loud sound that startles an in-store consumer The failure to have a desired product in stock
The use of technical jargon the receiver doesn't understand
Which of the following is a major goal of integrated marketing communications? To increase customer lifetime value To send a consistent message to consumers To maximize customer satisfaction To reach as many potential customers as possible
To send a consistent message to consumers
_______ is a strategy to get consumers to share a marketer's message in a way that spreads dramatically and quickly. Buzz marketing Word-of-mouth communication Viral marketing Personal selling
Viral marketing
Which of the following sites has likely been the most useful for marketers wanting to engage in viral marketing? Amazon Wikipedia YouTube Pandora Netflix
YouTube
Generally, companies whose customers are numerous and geographically dispersed will find promotion mixes featuring _______ to be more practical. viral marketing personal selling advertising public relations
advertising
Leo is working on finalizing the promotion plan for his company's line of air fresheners. They plan on using a nonpersonal communication method that will use a mass medium for transmission to the target audience. Leo's company is using _______ as its promotion method. advertising public relations sales promotion social media
advertising
Subway creates a paid promotion featuring a different 6-inch sub of the day each day of the week. The sub of the day is only $3.50. Subway utilizes the radio to spread the word. Which promotion method is Subway using? Public relations Buzz marketing Personal selling Advertising Sales promotion
advertising
When a product's target market consists of millions of customers, organizations tend to rely on _____ and _____ . First: push policy public relations advertising personal selling Second: public relations advertising personal selling sales promotion
advertising and sales promotion
Scenario 15.2. High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. The type of promotional activity used is based on _______. characteristics of the product characteristics of the target market push and pull policies costs and availability of promotional methods promotional resources, objectives, and policies
characteristics of the target market
Converting meaning into signs and symbols
coding process
____ is the sharing of meaning through the transmission of information. feedback channel capacity communication source
communication
The medium of transmission that carries coded messages from the source to the receiver
communication channel
The internet, mobile apps, and billboards are all considered _______. communication resources decoding sources communication channels communication links
communication channels
Capital One coordinates its marketing efforts to continually set the message that its airline reward miles have no blackout dates. Both its print and television advertisements feature Jennifer Garner. Which of the following is the major goal of integrated marketing communication (IMC) in regard to its marketing messages? Flexibility Validity Reliability Profitability Consistency
consistency
A major goal of integrated marketing communications is to send ______ messages to customers. multiple consistent different aggressive
consistent
Scenario 15.2. High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. Based on the scenario, what is High Kicks' most likely objective for the promotion of its new brand? Combating competitive promotional efforts Facilitating reseller support Stimulating demand Creating awareness Retaining loyal customers
creating awareness
A commercial for a piece of exercise equipment says customers can become fit like the models in the commercial if they use the equipment but does not disclose that the models were already in shape before using the equipment. This could be considered _______ advertising. push deceptive unfair pull
deceptive
Converting signs or symbols into concepts and ideas
decoding process
Which promotional issue is when promotion stimulates demand? should potentially harmful products be advertised? does promotion increase prices? does promotion create needs? is promotion deceptive?
does promotion increase prices?
As Lynn is working on writing the text that will be incorporated into a new magazine ad for her company's line of handbags, she is engaging in the _______ stage of the communication process. receiving sourcing decoding encoding
encoding
General Motors uses the phrase "precision matters" in an advertisement alongside a photo of a hummingbird to create the analogy that the precision with which this bird pollinates a flower is parallel to the commitment that GM workers have to producing high-quality, well-engineered, and well-manufactured cars and trucks. This is an example of what? Feedback Marketing channel Encoding Noise Decoding
encoding
Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to ______. identify prospects create awareness stimulate demand encourage product trials
encourage product trials
The receiver's response to the decoded message
feedback
When Gillette released a controversial ad endorsing the #MeToo movement and challenging men to behave better toward women, Gillette was able to gauge the reaction to its ad immediately through social media. Many people tweeted or messaged Gillette with their thoughts. This is an example of what? Feedback Noise Encoding Decoding Channel capacity
feedback
Janet works for an email marketing software company and sets up a booth at a digital marketing trade show. Interested representatives from different firms can talk with Janet about the products her company offers. Janet encourages each person that stops by to fill out a form with their information on it so her company can send them more information about their products as well as promotional opportunities. Janet is using this promotional technique to _______. retain loyal customers create product awareness facilitate reseller support identify prospects reduce sales fluctuations
identify prospects
A contractor who specializes in upgrading kitchens has a table set up at the county fair, where he offers people a free estimate in exchange for their contact information. This promotional effort is directed at _______. creating awareness identifying prospects encouraging product trial stimulating demand
identifying prospects
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines _______. integrated marketing communications coordinated marketing communications cohesive marketing communications consistent message marketing
integrated marketing communications
The mayor of a major city held a press conference to comment on changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to submit questions for a live Q&A. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. The Q&A will be published later on the mayor's blog. This can best be described as _______. personal selling viral marketing a push policy integrated marketing communications word-of-mouth communication
integrated marketing communications
______ is the coordination of promotion and other marketing efforts to ensure the maximum informational and persuasive impact on customers. integrated marketing connection integrated business communications intelligent marketing communications integrated marketing communications
integrated marketing communications
The use of advertising to create awareness for a product is most likely to occur in which stage of the product life cycle? Introduction Plateau Maturity Growth
introduction
Sam is meeting with a purchasing agent about an order for his company's forklifts. As he is describing the features of the newest version, the purchasing agent nods her head to signal that she understands the features. Sam does not notice the _______ communication the purchasing agent is sending and goes into more detail about the new features. kinesic verbal proxemic tactile
kinesic
If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _____ . deceptive advertising higher prices lower prices greater need
lower prices
Mamrie works as a marketer for a big box store. Because Mamrie loves the Economist, she takes out an advertisement in the next issue. However, Mamrie later realizes that middle and lower-income individuals—a significant portion of the target market for her company's product—do not read the Economist. In fact, most do not even read print magazines anymore. Mamrie's campaign suffers from the use of the wrong _______. encoding marketing channel decoding process noise source
marketing channel
Carlos is listening to the radio while driving with his kids in the back seat. During the commercial break, one of the children repeatedly asks Carlos if they have arrived at their destination. The child's questions would be considered _______ in the communication process. interference decoding distraction channel capacity noise
noise
Reduces a communication's clarity and accuracy
noise
If a company's promotional budget is extremely limited, the firm is likely to rely on _____. personal selling sales promotion public relations advertising
personal selling
Tiffany is creating a promotion plan for Owens Corning, which manufactures fiberglass insulation. Her company is trying to promote the insulation to home builders to use in the building of new residential homes. She is most likely to recommend _______ because it allows marketers to adjust their message to improve communication. One downside is that it costs _______ than advertising to reach one customer. sales promotion; less direct marketing; more personal selling; more personal selling; less
personal selling; more
Word-of-mouth communications are most effective for _______ products. mature convenience personal services inexpensive
personal services
Government officials and consumer groups suggest products that _______ should not be promoted. encourage materialism are too expensive fulfill self-actualization needs potentially have harmful effects
potentially have harmful effects
Cotton Incorporated frequently runs advertisements for clothing made from cotton with the tagline, "the fabric of our lives." Their ads do not promote any brand in particular. Cotton Incorporated is trying to stimulate _______. new introductory promotion primary demand selective demand awareness product trial
primary demand
In episodes of America's Got Talent, the judges drink out of cups featuring the Dunkin' logo. The promotion strategy being used by Dunkin' is known as _______. product positioning product promotion product placement product integration
product placement
L'Oréal engages in _______ on MTV's The Hills: New Beginnings by strategically featuring their makeup products being used by cast members to reach the product's target markets. word-of-mouth communication buzz marketing product integration product placement viral marketing
product placement
Scenario 15.2. High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. High Kicks is engaging in what type of promotion? Viral marketing Word-of-mouth marketing Public relations Product placement Buzz marketing
product placement
Suppose that Samsung has decided to contract with the producers of The Avengers to have characters in the movie exclusively use Samsung tablets and smartphones. This would best be described as an example of _______. public relations product placement personal selling viral marketing
product placement
Chipotle recently introduced a game called "Cado Crusher" that allowed users to make their own guacamole and appreciate Chipotle's fresh ingredients. After playing, users received a coupon for free guacamole. The game was designed to reinforce consumers' understanding of the quality and freshness of its long-time favorite guacamole. This is an example of what? New introductory promotion Promotion Primary demand Feedback Noise
promotion
Scenario 15.3. John and his husband Miguel are highly critical of promotion. Recently their son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on television have convinced his son that he must have the bike to be happy. However, Miguel's main concern is that the ads on television are misleading about the features of the bicycle, so he worries their son will be disappointed with the real thing. Refer to Scenario 15.3. John believes that _______. promotion promotes potentially harmful products promotion increases prices promotion creates needs promotion is deceptive promotion costs too much
promotion creates needs
Scenario 15.3. John and his husband Miguel are highly critical of promotion. Recently their son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on television have convinced his son that he must have the bike to be happy. However, Miguel's main concern is that the ads on television are misleading about the features of the bicycle, so he worries their son will be disappointed with the real thing. Refer to Scenario 15.3. Miguel believes that _______. promotion promotes potentially harmful products promotion creates needs promotion increases prices promotion is deceptive promotion costs too much
promotion is deceptive
Tyler owns a jewelry business and would like to get more customers. His ideal form of promotion would be a local television advertisement. However, he decides it costs too much for him to go that route. He decides to place an ad instead on Facebook at a fraction of the cost. What is Tyler's reason for choosing this form of promotion? Marketing objectives Availability of promotion methods Promotional resources Characteristics of the product Characteristics of the target market
promotional resources
Scenario 15.1. Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. The campaign was so successful that Aiden decided to host a press conference to announce the winner. Aiden invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed board game with a short description was provided to reporters to publish in the paper. This campaign is an example of _______. advertising buzz marketing sales promotion public relations personal selling
public relations
When Glade introduced its Wax Melts line of air fresheners, if it offered coupons available in the newspaper that consumers would then take to their favorite stores. This would be an example of a _______ policy. consumer promotional pull push channel promotional
pull
The person who decodes a message
receiver
A boutique is open Monday through Saturday from 9 a.m. to 6 p.m. The store usually has some type of sales promotion during the weekdays but rarely offers them on Saturdays. This promotional strategy is most likely because the owner wants to _______. reduce sales fluctuations retain loyal customers create product awareness facilitate reseller support identify prospects
reduce sales fluctuations
If an auto manufacturer creates an ad showing that the people in the car can feel secure in case of an accident, it is attempting to influence the customer's _______ need. love and affection safety self-esteem self-actualization
safety
Scenario 15.1. Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. What type of promotion is this online contest? Advertising Buzz marketing Personal selling Sales promotion Public relations
sales promotion
When Lean Cuisine promotes the quality, taste, and calorie contents of its line of frozen meals, it is attempting to develop _______. prospects a new introductory promotion primary demand selective demand
selective demand
The originator of the message
source
Scenario 15.1. Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. In order to communicate the message, Aiden had to convert his message into writing that represented the ideas he was trying to get across. Aiden is the _______ of the message, and he is involved in _______. source; encoding receiver; encoding communications channel; decoding source; decoding source; reducing noise
source; encoding
Emerald Nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Emerald's objective for this promotion is most likely to _______. stimulate selective demand retain loyal customers encourage product trial stimulate primary demand create awareness
stimulate primary demand
Which of the following is a strategy to get consumers to share a marketer's message in a way that spreads dramatically and quickly? Word-of-mouth communication Guerilla communication Viral marketing Buzz marketing
viral marketing
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______. word-of-mouth communication buzz marketing sales promotion personal selling
word-of-mouth communication
Because Brianna loves Chinese food, she was eager to check out a new Chinese restaurant. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, and large billboards. However, when she talked to two of her friends, they told her the service was terrible and quality was poor. Based on these recommendations, Brianna decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______. electronic marketing word-of-mouth marketing publicity push policies buzz marketing
word-of-mouth marketing