Chapter 16 Marketing Final
Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and had a head injury. The technology then releases an audible signal that will help others know that there is an injury which needs treatment. This is considered to be a new product that is in the introduction stage of the product life cycle. Which type of promotion should Rob focus on?
Pioneer
____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.
Public relations
Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
communication channels
The receiver's response to a message is ____ for the source.
feedback
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications
During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.
noise
Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered __ in the communication process.
noise
Kinesic communication is an element in which type of promotional method?
personal selling
If the push policy is used in promoting a product, the firm
promotes only to the next marketing institution down the marketing channel
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
promotion
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
When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a ____ policy.
pull
Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.
receiver; decodes
Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?
sales promotion
Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be placing on coupons in the second quarter.
sales promotion
When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing
sales promotion
In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication
source
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 handshake, which is best described as a form of _____ communication, concludes the session.
tactile
