Marketing Chapter 15

Public Relations

A broad set of communication efforts to create and maintain favorable relationships between an organization and its stakeholders

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

Consumer Products

Advertising and sales promotion for convenience goods and seasonal products. Personal selling for consumer durables. Public relations for both business and consumer products.

Promotion Mix

Advertising, Personal Selling, Public Relations, Sales Promotion

When a product's target market consists of millions of customers, organizations tend to rely on ______ and ______.

Advertising; Sales Promotion

Sales Promotion

An activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers

The limit on the volume of information a communications channel can handle effectively is known as __________.

Channel Capacity

Source

Communicates to receiver

Proxemic Communications

Communicating by varying the physical distance in face-to-face interactions

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 ____________.

Identifying Prospects

Size is large

Mass media advertising, sales promotion

Communications Channel

Medium of transmission that carries the coded message from the source to the receiver

Which of the following is appropriate for stimulating primary demand?

New Introductory Promotion

Word-of-mouth communication is most effective for ____ and _____.

New-to-Market products; Expensive products

If a company's promotional budget is extremely limited, the firm is likely to rely on _____.

Personal Selling

Limited Budget

Personal Selling

Size is limited

Personal selling, social media

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs?

Public Relations

Which of the following types is NOT an example of noise in the communication channel?

When a source uses an emoji that are understood by the receiver.

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _____.

Word-of-Mouth Communication

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.

encoding

Kinesic Communications

Communicating through the movement of head, eyes, arms, hands, legs, or torso

Tactile Communications

Communicating through touching

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.

Communication Channel

Business Products

Concentrate on personal selling; Use some advertising and sales promotion.

A major goal of integrated marketing communications is to send a consistent message to_____.

Customers

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

When Kroger mails out a circular that advertises its upcoming sales, 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

Facilitate Reseller Support

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.

Feedback

A car dealership airs a television ad in which it tells customers to visit their website to sign up for special offers. This ad has the primary objective of

Identifying Prospects

Coordination of promotion and other marketing efforts for maximum informational and persuasive impact

Integrated Marketing Communication

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

When tablet computers were first introduced to the market, which of the following would have been the logical choice for promotion?

Pioneer Promotion

Which of the following is NOT one of the four elements of the promotion mix?

Pioneer Promotion

When flat-screen televisions were first introduced, manufacturers tried to increase customer awareness of the new product by using _____ to build _____.

Pioneer promotion; primary demand

The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as product

Placement

In episodes of American Idol, the judges drank out of cups featuring the Coca-Cola logo. The promotion strategy used by Coca-Cola is known as

Product Placement

The strategic location of products or product promotion within entertainment media content to reach the product target market

Product Placement

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

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?

Product Placement

​In many television shows and movies, you will see characters using Apple computers and laptops during the show. This promotion strategy is called _________.

Product Placement

Which of the following is NOT one of the criticisms of promotion cited in your text?

Promotion Lowers Prices

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.

Pull Policy

Promoting a product directly to consumers to develop strong consumer demand that pulls through a marketing channel

Pull policy

Tombstone Pizza is planning on starting a new online advertising campaign to reach consumers where they will develop banner ads and increase their social media presence. They also plan on increasing their spending on personal selling with its wholesalers. Tombstone is using _____ with the online campaign and _____ with the increase in personal selling.

Pull policy; Push policy

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

Promoting a product only to the next institution down the marketing channel.

Push policy`

In the communication process, the _____ is the individual, group, or organization that decodes a coded message.

Receiver

What is the primary motivation when a retailer such as Home Depot offers a discount on lawn mowers in September and October?

Reduce Reseller Support

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

Reduce Sales Fluctuations

Population density is uneven

Regional advertising to target smaller markets, mass media for large markets

Significant Budget

Regional/national advertising

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

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