marketing ch. 16
An attempt to incite publicity and public excitement surrounding a product through a creative event
Buzz Marketing
The limit on the volume of information a communication channel can handle effectively
Channel Capacity
Converting meaning into a series of signs or symbols
Coding Process
A sharing of meaning through the transmission of information
Communication
The medium of transmission that carries the coded message from the source to the receiver
Communications Channel
Converting signs or symbols into concepts and ideas
Decoding Process
Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts. True False
False
If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel. True False
False
Product placement is illegal in all countries outside of the United States. True False
False
Viral marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event. True False
False
While the specific communication vehicles employed in promotion have not changed, the fundamental role of promotion is changing. True False
False
The receiver's response to a decoded message
Feedback
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers
Integrated Marketing Communications
The mayor of Lexington, Kentucky held a press conference to comment on some changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to send in questions. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. This can best be described as ______________________
Integrated Marketing Communications
Communicating through the movement of head, eyes, arms, hands, legs, or torso
Kinesic Communication
______________ is used less frequently today than in the past.
Mass Media Advertising
Promotion that informs consumers about a new product
New Introductory Promotion
Anything that reduces a communication's clarity and accuracy
Noise
Demand for a product category rather than for a specific brand
Primary Demand
The strategic location of products or product promotions within entertainment media content to reach the product's target market
Product Placement
_______________ is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target markets.
Product Placement
Communication to build and maintain relationships by informing and persuading one or more audiences
Promotion
A combination of promotional methods used to promote a specific product
Promotion Mix
Molly owns a small flower shop. She has recently expanded and would like to get more customers. Her ideal form of promotion would be a television advertisement. However, she decides it costs too much for her to go that route. She decides to place a smaller ad in on Facebook at half the cost. Molly's reasons for choosing this form of promotion is based on her ______________________
Promotional Resources
Communicating by varying the physical distance in face-to-face interactions
Proxemic Communication
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
Pull Policy
Promoting a product only to the next institution down the marketing channel
Push Policy
The individual, group, or organization that decodes a coded message
Receiver
Demand for a specific brand
Selective Demand
A person, a group, or an organization with a meaning it tries to share with a receiver or an audience
Source
Communicating through touching
Tactile Communication
A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion. True False
True
Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing. True False
True
One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives. True False
True
A strategy to get consumers to share a marketer's message, often through email or online videos, in a way that spreads dramatically and quickly
Viral Marketing
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies
Word-of-Mouth Communication
Which of the following most likely constitutes buzz marketing? a. McDonald's used chalk to draw out a giant professional-looking drawing of french fries complete with the McDonald's logo on the boardwalk of a big city. b. McDonald's partners with Farmville to feature a "McDonald's Farm" as part of the social media game for a limited time. c. McDonald's engages in its annual "Monopoly" consumer game in which consumers receive monopoly board game stickers that come with the food they order. d. McDonald's is considering updating its slogan to appeal to a younger demographic of consumers. e. McDonald's posts a sign outside of its restaurants advertising a new lunch special.
a. McDonald's used chalk to draw out a giant professional-looking drawing of french fries complete with the McDonald's logo on the boardwalk of a big city.
You are the marketing manager for a soft drink manufacturer. You recommend that the company should try to get the actors and actresses in television shows to drink its products. What type of promotion activity are you suggesting with your idea? a. Product placement b. Public relations c. Personal selling d. Advertising
a. Product placement
You are meeting with the head of a consumer advocacy group that claims your firm's promotion activities are causing food prices to rise. Naturally, you disagree with this claim, and you are meeting with this individual to make your case. Which of the following statements would be a strong defense against this advocacy group's claim? a. Promotion can help keep prices lower by facilitating price competition. b. Promotion is not related to economic factors like prices. c. Prices are rising because our competitors are not socially conscious. d. We actively promote our products because we have to make a profit.
a. Promotion can help keep prices lower by facilitating price competition.
Apple regularly holds events where the company CEO announces the latest products in front of a large group of stakeholders. This type of event is best categorized under which of the following types of promotion? a. Public relations b. Sales promotions c. Social media d. Advertising
a. Public relations
Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. Public relations b. Advertising c. Proxemic communication d. Sales promotion e. Personal selling
a. Public relations
What is the primary motivation when a retailer such as Home Depot offers a discount on lawn mowers in September and October? a. Reduce sales fluctuations b. Encourage product trial c. Identify prospects d. Retain loyal customers
a. Reduce sales fluctuations
What is the primary motivation when a retailer such as Home Depot offers a discount on lawn mowers in September and October? a. Reduce sales fluctuations b. Retain loyal customers c. Identify prospects d. Encourage product trial
a. Reduce sales fluctuations
If Mattel tells Walmart it will give them a discount if they purchase a certain amount of product, this would be an example of a push policy. a. True b. False
a. True
Generally, companies whose customers are numerous and geographically dispersed will find promotion mixes featuring _______ to be more practical. a. advertising b. personal selling c. viral marketing d. public relations
a. advertising
Word-of-mouth communication is most effective for _______ and _______. a. new-to-market products; expensive products b. new-to-market products; inexpensive products c. new-to-market products; convenience products d. long-time products; expensive products e. declining products; expensive products
a. new-to-market products; expensive products
While watching a television commercial, Chloe receives a text message from her friend and responds immediately. This is an example of _______ in the communication process. a. noise b. inaccuracy c. decoding d. communication channels
a. noise
If a company's promotional budget is extremely limited, the firm is likely to rely on _______. a. personal selling b. public relations c. advertising d. kinesic promotion e. sales promotion
a. personal selling
In many television shows and movies, you will see characters using Apple computers and laptops during the show. This promotion strategy is called _______. a. product placement b. product display c. product positioning d. product endorsement
a. product placement (Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target markets.)
When a soft drink manufacturer offers digital coupons that customers can use in retail stores, it is using _______. a. sales promotions b. social media c. public relations d. advertising
a. sales promotions (Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.)
When Lean Cuisine promotes the quality, taste, and calorie contents of its line of frozen meals, it is attempting to develop _______. a. selective demand b. new introductory promotion c. primary demand d. prospects
a. selective demand (Lean Cuisine is developing demand for its specific brand of food. When a company does this, it is developing selective demand.)
In the McDonald's advertisements that state, "I'm Lovin' It," McDonald's is the communication _______. a. source b. decoder c. noise d. transmitter
a. source
Amazon's "Alexa Lost Her Voice" commercial was shared by thousands of people through social media and watched millions of times on YouTube. This is an example of _______. a. viral marketing b. personal selling c. sales promotion d. public relations
a. viral marketing
Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and has a head injury. The technology then releases an audible signal that will help others know that there is an injury that 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? a. Competitive b. New introductory c. Reminder d. Comparative
b. New introductory
In its commercials, the mattress company Sealy focuses on the comfort and quality of its brand of mattress. This advertisement is best described as being designed to _______. a. retain loyal customers b. build selective demand c. encourage product trial d. stimulate primary demand
b. build selective demand (This advertisement is designed to increase demand for the Sealy brand of mattress. This is an example of building selective demand, which is defined as demand for a specific brand.)
Adam is in charge of advertising for his company and he has designed a magazine ad to promote one of his company's new products. When he shares the ad with his manager, the manager tells him that the ad has too much visual information. The manager is concerned with the _______ of the receiver. a. feedback b. channel capacity c. encoding d. noise
b. channel capacity
In order to increase sales of its fishing poles, Corinthian Fishing Supplies launched a social media campaign. After the campaign ended, Corinthian learned through marketing research that most of its target market is not active on social media and instead visit fishing websites. The promotion program suffered from an error in the selection of _______. a. noise b. communication channel c. channel capacity d. target market
b. communication channel
The internet, mobile apps, and billboards are all considered _______. a. communication links b. communication channels c. decoding sources d. communication resources
b. communication channels
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. a. personal selling; less b. personal selling; more c. sales promotion; less d. direct marketing; more
b. personal selling; more
Word-of-mouth communications are most effective for _______ products. a. inexpensive b. personal services c. mature d. convenience
b. personal services
The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as product _______. a. exhibition b. placement c. integration d. positioning
b. placement
For her sixteenth birthday, Josie has asked her parents for a new handbag from Coach. She insists that she must have a Coach bag, which has a high price and recognizable brand name. This insistence on the Coach brand supports the criticism of promotion that _______. a. promotion creates needs for consumers b. promotion encourages materialism c. promotion increases prices for consumers d. harmful products should not be promoted
b. promotion encourages materialism
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. a. channel promotional b. pull c. push d. consumer promotional
b. pull (This is an example of a pull policy, which involves promoting a product directly to consumers to develop strong consumer demand that pulls the product through the marketing channel. Coupons are type of sales promotion used in a pull policy.)
In the communication process, the _______ is the individual, group, or organization that decodes a coded message. a. source b. receiver c. noise d. feedback e. communications channel
b. receiver
Xuxez is a sports apparel retailer 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. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Based on the scenario, what is Xuxez's most likely objective for the promotion of its new brand? a. Retain loyal customers b. Stimulate demand c. Create awareness d. Combat competitive promotional efforts e. Facilitate reseller support
c. Create awareness
The use of advertising to create awareness for a product is most likely to occur in which stage of the product life cycle? a. Growth b. Plateau c. Introduction d. Maturity
c. Introduction
When tablet computers were first introduced to the market, which of the following would have been the logical choice for promotion? a. Primary demand promotion b. Selective demand c. New introductory promotion d. Comparative promotion
c. New introductory promotion
Which of the following is NOT one of the four elements of the promotion mix? a. Sales promotion b. Advertising c. New introductory promotion d. Public relations e. Personal selling
c. New introductory promotion
You are working with a sales management consultant to improve your company's sales performance of its line of juices. You and the consultant agree your promotional activities should include a greater attempt at inducing trial of the products being sold. Based on this information, which of the elements of promotion should you emphasize more? a. Advertising b. Social media c. Sales promotion d. Public relations
c. Sales promotion
You are leading a meeting of your marketing team during which you are deciding on the promotion mix for your flagship product. You are working your way through the various factors that should be considered when determining an appropriate promotion mix. You are currently focused on the characteristics of your target market. Because of the nature of your product, your target market represents millions of potential customers. Which of the following best describes the appropriate promotion mix for your product? a. Your promotion mix should emphasize personal selling only. b. Your promotion mix should emphasize public relations and personal selling. c. Your promotion mix should emphasize advertising and sales promotion. d. Your promotion mix should emphasize public relations only.
c. Your promotion mix should emphasize advertising and sales promotion.
Promotions help consumers because they _______. a. create new needs for consumers b. only focus on products that have no harmful effects for consumers c. allow customers to make more intelligent buying decisions d. increase the focus on brand names
c. allow customers to make more intelligent buying decisions
Kellogg's uses a promotional program that incorporates both pull and push policies. Kellogg's will most likely use _______ for the push policy and _______ for the pull policy. a. personal selling and advertising to the customer; rebates to the customer b. advertisements to the consumer; coupons and rebates for the consumer c. an allowance to retailers for promoting the cereals; advertisements to the customer d. coupons and rebates for the consumers; an allowance for retailers
c. an allowance to retailers for promoting the cereals; advertisements to the customer
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. a. sourcing b. receiving c. encoding d. decoding
c. encoding
In the _______, concepts and ideas are converted into signs or symbols by the source. a. message creation process b. marketing process c. encoding process d. advertising process
c. encoding process
Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______. a. create awareness b. stimulate demand c. encourage product trial d. facilitate reseller support e. identify prospects
c. encourage product trial
Various food products for sale at Costco are offered as small portions for consumers to taste while shopping in the store. These efforts have a primary promotional objective of _______. a. stimulating demand b. identifying prospects c. encouraging product trial d. creating awareness
c. encouraging product trial
A car dealership airs a television ad in which it tells customers to visit its website to sign up for special offers. This ad has the primary objective of _______. a. stimulating demand b. encouraging product trial c. identifying prospects d. reducing sales fluctuations
c. identifying prospects
The National Cattlemen's Beef Association tries to generate _______ by airing advertisements with the slogan "Beef: It's What's for Dinner." a. demand elasticity b. comparisons of types of beef c. primary demand d. competition
c. primary demand (The slogan is an attempt to generate primary demand. Primary demand is demand for product category rather than to a specific brand.)
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 an example of _______. a. viral marketing b. personal selling c. product placement d. public relations
c. product placement
While in a sales meeting, Andre notices that the customer he is speaking to takes a step backward during the conversation. Feeling that the customer is disinterested in his sales pitch, Andre changes his approach to make the conversation more interesting to the customer. Andre is paying attention to _______ communication from the customer. a. kinesic b. tactile c. proxemic d. verbal
c. proxemic
Jack is watching television when an infomercial for a vacuum cleaner begins. As he watches the infomercial, he sees the power of the vacuum being demonstrated. In this case, Jack is the _______ and the company selling the vacuum cleaner is the _______. a. communicator; communicator b. audience; producer c. receiver; source d. decoder; advertiser
c. receiver; source
Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. 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 toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. In order to communicate the message, Rick had to convert his message into writing that represented the ideas he was trying to get across. Rick is the _______ of the message, and he is involved in _______. a. source; decoding b. communications channel; decoding c. source; encoding d. receiver; encoding e. source; reducing noise
c. source; encoding
Which of the following is not one of the disadvantages of using advertising as a promotion method? a. High absolute dollar outlay b. Difficulty in measuring effects on sales c. Slow feedback d. High cost per person reached
d. High cost per person reached
Tony is on the marketing team for a new line of self-heating soups designed for mountain climbers. The soups come in a convenient pouch that hooks on to a mountain climber's gear and collapses for easy storage when empty. The product is considered a new product in the introductory stage of the product life cycle. What type of promotion should the marketing team focus on? a. Reminder b. Comparative c. Repetitive d. New introductory
d. New introductory
Which of the following is appropriate for stimulating primary demand? a. Comparative promotion b. Personal selling c. Viral marketing d. New introductory promotion e. Reinforcement promotion
d. New introductory 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? a. Public relations b. Advertising c. Personal selling d. Product placement e. Sales promotion
d. Product placement
Kohler, a manufacturer of bathroom fixtures such as sinks and toilets, has uploaded several videos to YouTube that help demonstrate how to install its fixtures. These videos are best categorized under which of the following types of promotion? a. Social media b. Personal selling c. Sales promotions d. Public relations
d. Public relations (Public relations is used by companies when there is a need to communicate with stakeholders. Companies are increasingly going directly to consumers with their public relations messages, bypassing traditional media in favor of new media types.)
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? a. Exclusive policy b. Pull policy c. Tying policy d. Push policy e. Category management
d. Push policy
Which of the following is a strategy to get consumers to share a marketer's message in a way that spreads dramatically and quickly? a. Buzz marketing b. Word-of-mouth communication c. Guerilla communication d. Viral marketing
d. Viral marketing
If Frito-Lay introduces a new line extension of its famous potato chips, it is likely going to engage in promotions that focus on _______ in order to have customers start the product adoption process. a. stimulating demand b. combating competitive promotional efforts c. identifying prospects d. creating awareness
d. creating awareness
Xuxez is a sports apparel retailer 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. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Xuxez is engaging in what type of promotion? a. Viral marketing b. Buzz marketing c. Public relations d. Word-of-mouth marketing e. Product placement
e. Product placement
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 _______. a. retain loyal customers b. encourage product trial c. combat competitive promotional efforts d. reduce sales fluctuations e. identify prospects
a. retain loyal customers
You work for a company that has just launched a new line of juice drinks. Customers are aware of the product but have not decided to purchase your company's brand of juice. You decide to give out free samples in grocery stores in an attempt to _______. a. stimulate primary demand b. encourage product trial c. identify prospects d. facilitate reseller support
b. encourage product trial
Promotions can lead to increased prices _______. a. only for products that meet self-actualization needs b. if they do not stimulate demand c. if they lead to increased production d. only for potentially harmful products
b. if they do not stimulate demand
When sales representatives for Owens Corning meet potential customers, it offers stuffed pink panthers to promote its insulation. This example illustrates Owens Corning's use of which of the following elements of the promotion mix? a. Social media b. Public relations c. Sales promotions d. Personal selling
c. Sales promotions
One of the problems associated with _______ is that it is often difficult to measure its effect on sales. a. price b. sales promotion c. advertising d. personal selling
c. advertising
The use of a push policy may require heavy expenditures for _______. a. public relations b. advertising c. coupons d. personal selling
d. personal selling
Which of the following is the best example of noise that originates with the receiver in the communication process? a. Tony checks his e-mail when the television commercial break begins. b. Kim is watching an online advertisement when her building's smoke alarm starts ringing. c. Bernard does not drive on the highway and does not see a new billboard. d. Dennis receives a postcard printed in Spanish but does not speak or read Spanish.
a. Tony checks his e-mail when the television commercial break begins.
If promotion stimulates demand, it is entirely possible that it will lead to lower prices for consumers. a. True b. False
a. True
Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a. When McDonald's advertises that it has the best fries based on the number of fries sold, Burger King advertises it has the best fries based on taste tests. b. BMW offers no-cost maintenance for its cars for the first four years or 50,000 miles on all of its cars if customers have their cars serviced by BMW rather than another location MW offers no-cost maintenance for its cars for the first four years or 50,000 miles on all of its cars if customers have their cars service by BMW rather than another location. c. Jif peanut butter uses the slogan that "Choosy Moms Choose Jif." d. Lilly Pulitzer collaborates with Target to offer a special line of Lilly Pulitzer products sold exclusively through Target stores.
a. When McDonald's advertises that it has the best fries based on the number of fries sold, Burger King advertises it has the best fries based on taste tests.
Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a. When McDonald's advertises that it has the best fries based on the number of fries sold, Burger King advertises it has the best fries based on taste tests. b. Lilly Pulitzer collaborates with Target to offer a special line of Lilly Pulitzer products sold exclusively through Target stores. c. Jif peanut butter uses the slogan that "Choosy Moms Choose Jif." d. BMW offers no-cost maintenance for its cars for the first four years or 50,000 miles on all of its cars if customers have their cars serviced by BMW rather than another location MW offers no-cost maintenance for its cars for the first four years or 50,000 miles on all of its cars if customers have their cars service by BMW rather than another location.
a. When McDonald's advertises that it has the best fries based on the number of fries sold, Burger King advertises it has the best fries based on taste tests.
Tombstone Pizza is planning on starting a new online advertising campaign to reach consumers where it will develop banner ads and increase its social media presence. It also plans on increasing its spending on personal selling with its wholesalers. Tombstone is using _______ with the online campaign and _______ with the increase in personal selling. a. a pull policy; a push policy b. publicity; a pull policy c. sales promotions; public relations d. a push policy; a pull policy
a. a pull policy; a push policy
Generally, companies whose customers are numerous and geographically dispersed will find promotion mixes featuring _______ to be more practical. a. advertising b. public relations c. viral marketing d. personal selling
a. advertising
When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______. a. advertising; sales promotion b. advertising; personal selling c. public relations; sales promotion d. personal selling; public relations e. advertising; public relations
a. advertising; sales promotion
Target gives a portion of its profits to local organizations. This is an example of _______. a. cause-related marketing b. promotion c. integrated marketing communications d. charitable promotion
a. cause-related marketing
Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the _______ for this promotional video. a. coding process b. conversion process c. communication strategy d. decoding process
a. coding process
A minor league baseball team communicates to its target market by advertising on local television and radio stations, in local newspapers, on its own website, through postings on social media, and on banner ads. These vehicles through which the baseball team transmits its coded messages to potential customers are called _______. a. communication channels b. fields of reference c. relay channels d. decoders
a. communication channels
A commercial for a piece of exercise equipment says that 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. a. deceptive b. push c. unfair d. pull
a. deceptive
When Kroger mails out a circular that advertises its upcoming sale, the cost of the circular is partially paid for by manufacturers that are included in the advertisements. The manufacturers are helping pay for the advertising expenses as a way to _______. a. facilitate reseller support b. reduce sales fluctuations c. encourage product trial d. identify prospects
a. facilitate reseller support
Effective management of integrated marketing communications is based upon _______. a. information about customers b. budgetary allowances c. consumer attitudes toward promotion d. the communication process model
a. information about customers
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines _______. a. integrated marketing communications b. cohesive marketing communications c. coordinated marketing communications d. consistent message marketing
a. integrated marketing communications
Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______. a. integrated marketing communications b. integrated business communications c. integrated marketing connection d. intelligent promotion communications e. intelligent marketing communications
a. integrated marketing communications
When a company is trying to communicate with its suppliers, employees, stockholders, the media, potential investors, government officials, and society in general, it is important to use _______. a. public relations b. advertising c. personal selling d. sales promotions
a. public relations
Promotional efforts designed to allow a manufacturer of a seasonal product to operate at peak efficiency year-round seek to _______. a. reduce sales fluctuations b. encourage product trial c. identify prospects d. facilitate reseller support
a. reduce sales fluctuations
Kristen received an email from a friend that linked to a video of a funny commercial made by Old Spice. Kristen thought it was so funny that she shared the video on her Facebook page and on Twitter so that all of her friends and followers could see the video as well. This is an example of _______. a. viral marketing b. buzz marketing c. conversational promotion d. personal promotions
a. viral marketing
Which of the following is a major goal of integrated marketing communications (IMC) in regard to its marketing messages? a. Reliability b. Consistency c. Flexibility d. Profitability e. Validity
b. Consistency
Promotion today tends to be more deceptive than 100 years ago. a. True b. False
b. False
Proxemic communication involves communication through the movement of head, eyes, arms, hands, legs, or torso. a. True b. False
b. False
Which of the following is an advantage of product placement? a. It encourages consumers to send the message to their friends. b. It reaches consumers while they are being entertained. c. It allows marketers to customize its marketing messages. d. It is the most flexible form of promotion. e. It is perceived positively by most consumers.
b. It reaches consumers while they are being entertained.
Which of the following represents noise in the communication process? a. A loud sound that startles an in-store consumer b. The use of technical jargon the receiver doesn't understand c. When the receiver refuses to provide relevant feedback d. The failure to have a desired product in-stock e. The failure of the receiver to listen to the message
b. The use of technical jargon the receiver doesn't understand
Which of the following sites has likely been the most useful for marketers wanting to engage in viral marketing? a. Amazon.com b. YouTube c. Pandora d. Netflix e. Wikipedia
b. YouTube
Ralph Lauren is planning a promotion in which it will showcase all of its clothing lines to buyers at retail stores. It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren is using _______ with the retail showcase and _______ with the social media campaign. a. personal selling; a pull policy b. a push policy; a pull policy c. a pull policy; a push policy d. guerilla marketing; a push policy
b. a push policy; a pull policy (In a push policy, the producer promotes the product only to the next institution down the marketing channel. Its first promotion is geared toward buyers at retail stores. The retailer is the next institution down the marketing chain. A pull policy promotes directly to consumers to develop strong consumer demand for its products. The social media campaign is geared directly toward end consumers.)
In an effort to practice _______, Gammons International is hiring an external marketing company to handle its marketing efforts. These efforts will include advertising, public relations, and sales promotions. a. all-in-one marketing b. integrated marketing communications c. efficiency in marketing d. coordinated promotions
b. integrated marketing communications
When flat-screen televisions were first introduced, manufacturers tried to increase customer awareness of the new product by using _______ to build _______. a. comparative promotion; competitive advantage b. new introductory promotion; primary demand c. new introductory promotion; selective demand d. primary promotion; customer demand
b. new introductory promotion; primary demand (Companies used new introductory promotion to build primary demand. Primary demand is demand for a product category rather than a specific brand. New introductory promotion is promotion that informs consumers about a new product.)
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. a. decoding distraction b. noise c. interference d. channel capacity
b. noise
Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. 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 toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. The campaign was so successful that Rick decided to host a special event to announce the winner. On the day of the event he 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 product with a short description was provided to reporters to publish in the paper. This campaign is an example of _______. a. personal selling b. public relations c. sales promotion d. advertising e. buzz marketing
b. public relations
A bed and breakfast inn holds crafting getaways where all of the people staying at the property are interested in the same activity. These getaways are typically done during the fall when fewer people typically visit. These getaways are designed to _______. a. facilitate reseller support b. reduce sales fluctuations c. encourage product trial d. identify prospects
b. reduce sales fluctuations
The Colorado Tourism Office advertises that people can visit Colorado ski slopes and mountains for hiking, ziplining, and horseback riding during the summertime in an effort to _______. a. facilitate reseller support b. reduce sales fluctuations c. retain loyal customers d. encourage product trial
b. reduce sales fluctuations (This is designed to reduce sales fluctuations. This is done by offering promotions during slow sales periods, such as advertising summer activities for ski resorts.)
Each year, Doritos holds a contest for customers to create a commercial. The winning commercial, as decided by internet voters, airs during the Super Bowl. This contest is an example of Doritos using _______ for its promotion strategy. a. advertising b. sales promotions c. social media d. public relations
b. sales promotions
Planters nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Planters' objective for this promotion is most likely to _______. a. create awareness b. stimulate primary demand c. encourage product trial d. retain loyal customers e. stimulate selective demand
b. stimulate primary demand
When a salesperson shakes a potential customer's hand, she is using _______. a. kinesic communication b. tactile communication c. proxemic communication d. verbal communication
b. tactile communication
All of the following are reasons a company would likely emphasize personal selling in its promotion mix, except _______. a. the size of the product's target market is limited b. the company's products are seasonal in nature c. the company's promotion budget is extremely limited d. the company's customers are concentrated in a small area
b. the company's products are seasonal in nature
Consumers are increasingly going online for information and opinions about goods and services as well as about companies. Research has shown that _______ is the most important attribute about a ratings website. a. the graphic design of the page b. the site's credibility c. ease of use d. number of reviews per product
b. the site's credibility
If Honda gives one of its new motorcycles to a popular blogger so that the blogger would share information on the blog, this is best described as an example of _______. a. personal selling b. word-of-mouth communication c. advertising d. sales promotion
b. word-of-mouth communication
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______. a. kinesic communication b. word-of-mouth communication c. sales promotion d. proxemic communication e. personal selling
b. word-of-mouth communication
Because Samantha loves Chinese food, she was eager to check out a new Chinese restaurant in town. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, large billboards, and Facebook ads. However, when she talked to two of her friends, they told her the restaurant left much to be desired. The service was terrible, and the prices were too high. Based on these recommendations, Samantha decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______. a. publicity b. word-of-mouth marketing c. push policies d. electronic word-of-mouth e. buzz marketing
b. word-of-mouth marketing
Which of the following is a major goal of integrated marketing communications? a. To reach as many potential customers as possible b. To increase customer lifetime value c. To send a consistent message to consumers d. To maximize the customer satisfaction
c. To send a consistent message to consumers (A major goal of integrated marketing communications is to send a consistent message to consumers across communication channels.)
Which of the following types is NOT an example of noise in the communication channel? a. When the source has laryngitis b. When a source uses words or an emoji that are unfamiliar to the receiver c. When a source uses an emoji that are understood by the receiver d. When broadcast television is interrupted due to breaking news e. When the Wi-Fi signal is slow and thus the internet connection is poor
c. When a source uses an emoji that are understood by the receiver
Paula is working on a promotional program for her company's line of designer dog collars. Her company needs to promote the dog collars to pet owners, so she is likely to use _______ because it reaches a vast number of people at a low cost per person. a. public relations b. direct marketing c. advertising d. personal selling
c. 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. a. social media b. sales promotion c. advertising d. public relations
c. advertising (They are using advertising for promotion. Advertising is a paid nonpersonal communication transmitted to a target audience through mass media.)
A car dealership airs a television ad in which it tells customers to visit its website to sign up for special offers. This ad has the primary objective of _______. a. stimulating demand b. reducing sales fluctuations c. identifying prospects d. encouraging product trial
c. identifying prospects
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 _______. a. higher prices b. greater need c. lower prices d. deceptive advertising e. materialism
c. lower prices
Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most likely to use _______, because it provides immediate feedback. The disadvantage is that it is _______ than advertising to reach one customer. a. direct marketing; less effective b. sales promotion; more costly c. personal selling; more costly d. sales promotion; less effective
c. personal selling; more costly
Xuxez is a sports apparel retailer 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. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. The type of promotional activity used is based on _______. a. costs and availability of promotional methods b. push and pull policies c. promotional resources, objectives, and policies d. characteristics of the target market e. characteristics of the product
d. characteristics of the target market
Mary is currently working on updating her company's website, incorporating signs and symbols that will help represent the ideas that the company is trying to express. Mary is most likely working on the _______ for the website. a. decoding process b. conversion process c. communication strategy d. coding process
d. coding process
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. a. personal selling; less b. direct marketing; more c. sales promotion; less d. personal selling; more
d. personal selling; more
Word-of-mouth communications are most effective for _______ products. a. inexpensive b. convenience c. mature d. personal services
d. personal services
Government officials and consumer groups suggest products that _______ should not be promoted. a. fulfill self-actualization needs b. are too expensive c. encourage materialism d. potentially have harmful effects
d. potentially have harmful effects
For her sixteenth birthday, Josie has asked her parents for a new handbag from Coach. She insists that she must have a Coach bag, which has a high price and recognizable brand name. This insistence on the Coach brand supports the criticism of promotion that _______. a. promotion creates needs for consumers b. harmful products should not be promoted c. promotion increases prices for consumers d. promotion encourages materialism
d. promotion encourages materialism
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. a. self-esteem b. self-actualization c. love and affection d. safety
d. safety
If a manufacturer decides to use a pull policy to promote its products, it is likely to focus its efforts on _______. a. wholesalers b. other manufacturers c. retailers d. ultimate consumers
d. ultimate consumers
Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. 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 toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. What type of promotion is this online contest? a. Product placement b. Personal selling c. Advertising d. Public relations e. Sales promotion
e. Sales promotion
Shawna works as a marketer for a large company. Because Shawna loves the Economist, she makes arrangements to take out an advertisement in the next issue. However, Shawna later realizes that middle and lower-income individuals—a significantly 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. Shawna's campaign suffers from the use of the wrong _______. a. decoding process b. noise c. encoding d. source e. marketing channel
e. marketing channel
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 _______. a. pioneer communication b. proxemic communication c. kinesic communication d. sales communication e. tactile communication
e. tactile communication
The limit on the volume of information a communications channel can handle effectively is known as _______. a. channel capacity b. channel logistics c. feedback d. noise e. receiver
a. channel capacity
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. a. kinesic b. tactile c. proxemic d. verbal
a. kinesic
John is highly critical of promotion. Recently his son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on YouTube have convinced his son that he must have the bike to be happy. His wife Matilda, however, knows that many of the "cool" kids in her son's class use that bike. Despite her thoughts on the matter, John is convinced that promotion is negative. John believes that _______. a. promotion creates needs b. promotion costs too much c. promotion promotes potentially harmful products d. promotion is deceptive e. promotion increases prices
a. promotion creates needs
Proxemic communication is an element of which form of promotion method? a. Social media b. Personal selling c. Sales promotion d. Public relations
b. Personal selling
Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion increases prices b. Promotion lowers prices c. Promotion fosters materialism d. Promotion creates needs e. Promotion is deceptive
b. Promotion lowers prices
Kohler, a manufacturer of bathroom fixtures such as sinks and toilets, has uploaded several videos to YouTube that help demonstrate how to install its fixtures. These videos are best categorized under which of the following types of promotion? a. Social media b. Public relations c. Sales promotions d. Personal selling
b. 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 _______. a. sales promotion b. viral marketing c. buzz marketing d. word-of-mouth communication e. personal selling
b. viral marketing
Janice works for a business that sells safety equipment for engineering and construction firms. She has set up a booth at a trade show. Interested representatives from different firms can talk with Janice about the products her company offers. Janice 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. Janice is using this promotional technique to _______. a. retain loyal customers b. create product awareness c. identify prospects d. facilitate reseller support e. reduce sales fluctuations
c. identify prospects
An advertisement is more likely to be unintentionally deceptive if it _______. a. stimulates demand b. is part of a viral marketing campaign c. is directed at children d. does not stimulate demand
c. is directed at children
As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on _______ communication to Joachin. a. proxemic b. verbal c. kinesic d. tactile
c. kinesic
A small store on the Santa Fe plaza is open six days a week 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 _______. a. create product awareness b. facilitate reseller support c. reduce sales fluctuations d. identify prospects e. retain loyal customers
c. reduce sales fluctuations
ValueCut has a Haircut Club that gives customers their eighth haircut for free after they have bought seven at regular price. The primary objective of this type of program is _______. a. reducing sales fluctuations b. encouraging product trial c. retaining loyal customers d. stimulating demand
c. retaining loyal customers
Valpak is a company that mails out packets of coupons to consumers. These coupons mostly include discounts for local and regional businesses. Valpak is helping these companies with their _______. a. personal selling b. public relations c. sales promotions d. social media
c. sales promotions
Gordon is driving on the highway and sees a billboard for a local auto dealership. On the billboard he sees pictures of three of the dealership's cars and an announcement of a current promotion. In this situation, the auto dealership is a _______, which is one who _______. a. receiver; decodes b. sender; encodes c. source; encodes d. messenger; encodes
c. source; encodes
Andrea receives an email from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' email addresses along to the marketer. This is known as _______. a. buzz marketing b. a word-of-mouth pyramid c. viral marketing d. guerilla marketing
c. viral marketing
ClearView Windows sends out postcards containing an advertisement and a coupon to potential residential customers. This is part of the _______ component of the communication process. a. decoding process b. channel capacity c. encoding process d. communication channel
d. communication channel
The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of _______. a. targeted customers b. decoded meanings c. shared symbols d. communication channel
d. communication channel
A major goal of integrated marketing communications is to send a consistent message to _______. a. managers b. employees c. shareholders d. customers e. ad agencies
d. customers
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion _______. a. forces prices to go up b. creates needs c. forces people to spend too much d. encourages materialism
d. encourages materialism
During a television commercial, the announcer reads a toll-free telephone number that viewers can call to order the product. The announcer has included the phone number to facilitate _______ for this communication. a. encoding b. noise reduction c. decoding d. feedback
d. feedback
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 _______. a. encouraging product trial b. creating awareness c. stimulating demand d. identifying prospects
d. identifying prospects
Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at _______. a. encouraging product trial b. stimulating demand c. creating awareness d. identifying prospects
d. identifying prospects
Chris sees a television commercial for Arby's promoting its gyros at 2 for $6. Later that day he goes to the nearest Arby's but is told that the special offer is not available at that location. Arby's seems to lack _______. a. promotional efforts b. channel capacity c. communication d. integrated marketing communications
d. integrated marketing communications
In an effort to practice _______, Gammons International is hiring an external marketing company to handle its marketing efforts. These efforts will include advertising, public relations, and sales promotions. a. all-in-one marketing b. coordinated promotions c. efficiency in marketing d. integrated marketing communications
d. integrated marketing communications
In the weeks leading up to Thanksgiving, Butterball turkey may allocate more of its promotion budget to _______ in order to account for the coupons it will be issuing to consumers. a. personal selling b. public relations c. advertising d. sales promotions
d. sales promotions
All of the following are reasons a company would likely emphasize personal selling in its promotion mix, except _______. a. the size of the product's target market is limited b. the company's customers are concentrated in a small area c. the company's promotion budget is extremely limited d. the company's products are seasonal in nature
d. the company's products are seasonal in nature
