Marketing CH 16

promotion

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

have a common understanding of the meaning of symbols, words, and pictures used to transmit information

For communication to occur, both the sender and receiver of information must ?

Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness

Which is the best example of noise that originates with the receiver in the communication process?

selective demand

Which of the following can be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes?

Handshaking

A common form of tactile communication in U.S. business activities is

source

A new soft drink company took out a national advertisement announcing its new butterscotch-flavored soda. However, while people in one part of the country recognized they were talking about a soft drink, others believed it was an ice cream drink. Still, others use the term to refer to something mixed with alcoholic drinks. Therefore, there was much confusion about the term and what it means. The mistake here lies with the

reduce sales fluctuation

A spokesperson for Quaker oats encourages television audiences to use its oats in the summer by using them to make healthy overnight oats, which are served cold. In this instance, Quaker is using promotion to

receiver attempts to convert signs or symbols into concepts and ideas

During the decoding process, the

reducing sales fluctuation

Factors such as climate, seasons, and holidays tend to lead the promotional objective of ?

sales promotion

Firehouse Subs is conducting a contest in which customers are asked to name a new sub. The winner gets a free sub each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Firehouse Sub's use of the ____ elements of the promotion mix.

communication channels

Forever 21, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, and using Instagram and Twitter. These vehicles through which the coded message is transmitted from the source, Forever 21, to the receiver, the prospective customer, are called

kinesic

Head nodding, winking, hand gestures, and arm motions are all forms of _____ communication

advertising

One of the biggest problems associated with _____ as an element of promotion is the high absolute dollar outlay often required

personal selling

Rosalie is a sales consultant of Avon Cosmetics. This illustrates

Noise

Scout is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Scout's dinner preparation would be considered ____ in the communication process

Advertising

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

communication channels

Staples' use of email to carry its advertising messages to its business customers is which component of the communication process?

facilitate reseller support

To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to

properly plan, implement, coordinate, and control communications

To maximize promotional effectiveness, marketers must strive to

Promotion facilitates price competition

United Airlines began offering sales on flights to South America and Europe. It started promoting these lower-cost flights heavily on television and in print. Not to be outdone, Delta Airlines started offering its own sales at prices even lower than United Airlines. This refutes which of the following criticisms of promotion?

After Ford promotes the towing capacity of its F-series trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

Credibility

Which of the following is the most important attribute of a ratings website?

The market size, geographic distribution, and sociocultural and demographic characteristics

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients

Advertising; slow feedback

_______ offers the potential benefits of cost efficiency, repetition, and adding product value, while _____ is one of its disadvantages.