Chapter 16 MKT 300
Which of the following is NOT one of the criticisms of promotion cited in your text?
promotion lowers prices
In the communication process, the _____ is the individual, group, or organization that decodes a coded message.
receiver
Which of the following types is NOT an example of noise in the communication channel?
b. when a source uses an emoji that are understood by the receiver
The limit on the volume of information a communications channel can handle effectively is known as _____.
channel capacity
If a company's promotional budget is extremely limited, the firm is likely to rely on _____.
personal selling
ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using?
push policy
Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _____.
retain loyal customers
Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _____.
tactile communication
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _____.
word-of-mouth communication
A major goal of integrated marketing communications is to send a consistent message to _____
Customers
When a product's target market consists of millions of customers, organizations tend to rely on ______ and ______.
advertising, sales promotion
Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _____.
encourage product trial
Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _____.
integrated marketing communications
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 _____.
lower prices
Word-of-mouth communication is most effective for ____ and _____.
new-to-market products, expensive products
Which of the following is NOT one of the four elements of the promotion mix?
pioneer promotion
Which of the following is appropriate for stimulating primary demand?
pioneer promotion
Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements?
product placement
Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs?
public relations
At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _____.
viral marketing
