Marketing Final #13

In 2004, the movie company that produced The Bourne Supremacy used advertising, personal selling, public relations, and sales promotion to communicate with its target audience for the movie. What was composed of the movie production company's plan on how to use these tools? a. its promotional strategy b. its selling plan c. its mass communication mix d. its marketing mix

A

Procter & Gamble spent $25 million on its "Locks in the Spills" promotion campaign for Bounty paper towels. What role did Procter & Gamble play in the communication process? a. channeller of the message b. sender of the message c. decoder of the message d. communicator of the message

ANS: B The sender is the originator of the message in the communication process.

What is probably the most important factor in determining the promotional mix? a. media availability b. money c. the advertising agency d. message flexibility

ANS: B Without available funds, the promotional mix is severely limited.

The four major promotional tools are known collectively as which of the following? a. the publicity four b. the promotional mix c. the advertising campaign d. the communication model

B

The receiver's response to a message is which of the following to the source? a. decoded b. feedback c. static filled d. noise

B

Tyler is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. What is Tyler developing? a. a set of promotion goals b. a promotional strategy c. a communication mix d. a marketing mix

B

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, what is Meridian? a. a noise filter b. a receiver c. a sender d. a decoder

C

What are the two major categories of communications? a. informative and persuasive b. direct and indirect c. mass and interpersonal d. verbal and nonverbal

C

What is the overriding goal of promotion? a. to raise awareness of products and services b. to express ideas and thoughts c. to modify behaviour and thoughts d. to sell products and services

C

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions? a. sales promotion b. reminder advertising c. personal selling d. informative advertising

C

Who is the originator of the message in the communication process? a. the receiver b. the encoder c. the sender d. the communicator

C

What is public information about a company, good, or service appearing in the mass media as a news item? a. publicity b. sales promotion c. mass communications d. advertising

A

What is the term for communication to large audiences, usually through a medium such as television or a newspaper? a. mass communication b. referential communication c. public communication d. interpersonal communication

A

Which of the following outlines a sequential four-step process for achieving promotional goals? a. AIDA concept b. Maslow's hierarchy of needs c. communication model d. hierarchy of impacts

A

People who love to fish prefer Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt. Advertising for Magic Lures emphasizes how its lures, unlike others, are all handcrafted. What is being described? a. Magic Lures's competitive advantage b. Magic Lures's sales promotional theme c. Magic Lures's one-to-one marketing advantage d. Magic Lures's marketing differentiator

ANS: A A competitive advantage is a set of unique features of a company and its products perceived by the target market as significant and superior to the competition. It is not the result of publicity; it is design and production based. Since this is advertising, the sales promotion theme may or may not agree; there is no indication of IMC.

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by the product's manufacturer. This ad is an example of how manufacturers use which type of strategy? a. push b. kinetic c. pull d. inertia

ANS: A A push strategy is a marketing strategy that uses trade advertising to convince a retailer (in this case the veterinarian) to carry and sell particular merchandise.

Because soft drinks are in the maturity stage of their product life cycle, which promotional mix element should be emphasized in the marketing of this product? a. reminder advertising b. telemarketing c. public relations d. publicity

ANS: A During the maturity stage, persuasive and reminder advertising are emphasized, as well as sales promotion. Personal selling is maintained, while the usefulness of public relations is doubtful

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage. The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on which of the following formats because the product is so technical? a. informative b. persuasive c. influencer d. reminder

ANS: A Informative promotion is a necessary ingredient for a highly technical product category.

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their websites. A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their websites. What is the company rep engaged in? a. interpersonal communication b. publicity c. mass communication d. crowd selling

ANS: A Interpersonal communication is direct communication between two or more people.

Frank's RedHot hot sauce created a "Sing the Blues" contest. Participants were asked to write original lyrics about Frank's RedHot sauce set to their favourite tune and submit their songs to the manufacturer. The writer of the winning song received a free all-expense paid trip to a House of Blues. What is this an example of? a. a sales promotion b. advertising c. a public relations activity d. personal selling

ANS: A Sales promotion includes marketing activities, such as contests.

Entrepreneur Lara Kraft has developed pecan pie jam, apple pie jam, and cherry pie jam, which she is marketing under the name Pi-Full. Everyone who has tried the product loves it, but she is having trouble getting potential consumers to the desire stage of the AIDA concept. Which of the following elements of the promotion mix would be most likely to move people toward looking for the product and buying it? a. a $1-off coupon for a 6-ounce jar of jam b. increasing the number of stores carrying Pi-Full c. flyers placed under windshield wipers in supermarket parking lots d. article in local newspaper about entrepreneurs

ANS: A Sales promotions (coupons) are very effective at creating desire and action.

What is the main function of promotion? a. to convince consumers a firm's products offer competitive advantages over those of its competition b. to find a niche in the marketplace for the firm and its products c. to guarantee control over the length of the stages of the product life cycle d. to provide the firm with research information about the success of its marketing effort

ANS: A The function of promotion is to convince target customers that the goods and services offered provide a competitive advantage over the competition.

Clarice went to WB.com and ordered a CD that she had heard playing in the background on Charmed and that was promoted at the end of the television show. In terms of the communication process, what was Clarice's purchase an example of? a. feedback b. noise c. channelled communication d. message encoding

ANS: A The receiver's response to a message is feedback to the source.

According to the text, which of the following statements about the characteristics of the elements in the promotional mix is true? a. The fastest feedback occurs with personal selling. b. The mode of communication for sales promotion is usually direct and personal. c. A large audience is best reached with personal selling. d. Control over message content is greatest when public relations is used.

ANS: A There is little control over message content with public relations. Personal selling reaches large audiences slowly. Sales promotions are usually indirect and impersonal. The message flow with advertising is one-way.

Which of the following BEST describes publicity? a. It is free communication. b. It has many internal costs to the company associated with it. c. It will never damage a company because it performs the information task of promotion. d. It has to be purchased from the mass media.

ANS: B A firm may have to hire a public relations firm to prepare new releases and persuade media personnel to print or broadcast the news. This can be expensive.

According to the text, which of the following statements about the AIDA model is true? a. Sales promotion is not helpful during the attention stage of the AIDA model. b. Certain promotional tools are more effective at certain stages of the AIDA model. c. The promotional mix should not be influenced by the AIDA model. d. The AIDA model explains why public relations is the most important element in the promotion mix.

ANS: B A helpful concept for marketing managers is that as the customer moves from awareness to purchase, different promotional tools are more effective at certain points

Which promotional mix elements should be emphasized for products moving into the growth stage of the product life cycle? a. public relations and reminder advertising b. personal selling and persuasive advertising c. informational advertising and publicity d. sales promotion and public relations

ANS: B During the growth stage, advertising and public relations remain strong, sales promotion declines in importance, and personal selling is used. Advertising is persuasive.

Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with seeing where the police car went that she totally missed seeing the mall's billboard. In terms of the communication process, what did the police car act as? a. media interruptus b. noise c. negative feedback d. static

ANS: B Noise is anything that interferes with, distorts, or slows the transmission of information.

Java Jacket is a company that designs and prints ads on the paper sleeves that go around hot coffee cups sold in coffee shops. To find clients to advertise on the sleeves, the company sent a representative to companies such as Warner Brothers, eBay.com, and The Wall Street Journal to tell them how their ads on sleeves would give them inexpensive exposure to a large number of potential customers. How can Java Jacket's activities best be described? a. as mass communication b. as personal selling c. as public relations d. as implicit communication

ANS: B Personal selling incorporates planned, face-to-face presentations in a conversation with one or more prospective purchasers for the purpose of making sales.

Ernest has three engineering degrees. He has hired an interior decorator to update his home. He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements, and the designer is unable to understand. Yet Ernest has the same problems when the designer starts talking about mauve, cerise, and magenta. Why is the communication process not working in this instance? a. The designer is not intelligent enough to understand engineering. b. The sender and receiver do not share overlapping frames of reference. c. Personal selling should not be used to market this type of product. d. Noise is interfering with both encoding and decoding.

ANS: B When people receive a message, they tend to manipulate, alter, and modify it to reflect their own biases, needs, knowledge, and culture. The designer has no knowledge base in engineering.

The maker of Mayfield ice cream simply states, "It is the best you've ever tasted." This is an example of how a product creates which of the following? a. a promotional theme b. a comparative differentiation c. a competitive advantage d. a unique selling proposition

ANS: C A competitive advantage is a set of unique product features perceived by the target market as significant and superior to the competition. It may be based on a scientific discovery, but the company didn't create it by saying it.

Veterinarian Richard Dixon places his service's advertising messages on outdoor signs and in the Yellow Pages. These communications are directed at the person who will decode the message. What is that person called? a. the encoder b. the sender c. the receiver d. the communicator

ANS: C Customers are the receivers who decode the message.

What is the most effective promotion mix to use with products that are convenience goods and purchased routinely? a. personal selling and advertising b. public relations and personal selling c. sales promotion and advertising d. advertising and public relations

ANS: C For routine buying decisions, the most effective promotion tools are advertising and sales promotion

When Heinz introduced its ketchup globally, it had to first deal with the fact ketchup is not a household staple in many countries outside North America. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on which type of advertising? a. persuasive b. influential c. informative d. compulsive

ANS: C Informative promotion is a necessary ingredient for increasing demand for a product category, and is used when the product is introduced.

When is informative promotion generally used? a. when the brand name is well known to consumers b. when advertising a simple, nontechnical, mature product c. during the early stages of the product life cycle d. during an attempt to gain the immediate action of a consumer

ANS: C Informative promotion is a necessary ingredient for increasing demand for a product category, and is used when the product is introduced.

Which of the following would a firm using mass communication NOT experience? a. inability to know exactly who is receiving the message b. clutter from competitors' messages c. great expense on a per-person-exposed basis d. inability to assess customer reactions to the promotion immediately

ANS: C Mass media reach so many people that even though the initial investment is large, cost per person is small.

Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures. This is because it is difficult to communicate without an understanding of which of the following? a. income influences b. gender differences c. culture d. locational variants

ANS: C One stumbling block for many firms is communicating with and selling to diverse cultures that do not share a common frame of reference.

What is the goal of persuasive promotion? a. to describe available services b. to remind the consumers where they can buy the product c. to stimulate purchase or other action d. to maintain top-of-mind consumer awareness

ANS: C Persuasion generally attempts to motivate a consumer to purchase a product.

For many years Jell-O gelatin has run advertisements that tell consumers that there is "always room for Jell-O." This is an example of what type of promotion? a. influence b. informative c. reminder d. amusement

ANS: C Reminder promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

Which of the following BEST describes the AIDA concept? a. It assumes that the second step in the purchase-decision process is inertia. b. It indicates that the purchase decision is the same for high-involvement and low-involvement products. c. It does not explain how all promotions influence purchase decisions. d. It assumes that consumers regularly go through each stage of the process during all purchases.

ANS: C The second step in the AIDA concept is interest. Customers typically do not go through all stages for a low-involvement product.

According to the text, which of the following statements about the characteristics of the elements in the promotional mix is true? a. The sponsor is identified in public relations, advertising, and personal selling. b. The speed of feedback is delayed in sales promotion, advertising, and personal selling. c. The most feedback is available with personal selling. d. The message flow is two-way in public relations, sales promotions, and personal selling.

ANS: C The speed of feedback is delayed in sales promotion and advertising. Message flexibility is greatest with personal selling. The message flow is one-way in public relations and sales promotions. The sponsor is not identified in public relations.

A local exterminator uses the image of a large dead cockroach to communicate its service. The pictures of the dead insect appear on transit boards throughout the community. What is this a form of? a. publicity b. public relations c. sales promotion d. advertising

ANS: D Advertising is a form of sponsor-paid, one-way mass communication.

For which of the following purchases is Leah most likely to pass through all four stages of the AIDA process? a. toilet tissue b. a tube of toothpaste c. batteries for her digital camera d. a wedding gown

ANS: D Most buyers involved in high-involvement purchases pass through the four stages of the AIDA model. The gown would be the alternative most likely to create a high level of psychological risk.

To provide more delivery service to the consumer market, UPS created UPS Stores. According to the AIDA model, to create attention for this more convenient way and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotion mix? a. sales promotion b. personal selling c. direct marketing d. public relations

ANS: D Public relations is best at drawing attention to a product or company.

For many years during the fall, Campbell's has run a series of ads showing consumers how to use chicken broth to make moister chicken dressing. What is this promotion intended to do? a. influence consumers to switch to Campbell's b. persuade nonusers of Campbell's to try it c. act as a persuasive device for the product category d. act as a reminder advertisement

ANS: D Reminder promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

When Mona saw the features available on the Singer sewing machine Dee had received for her birthday, Mona immediately knew she wanted to own one just like it someday. According to the AIDA concept, which stage had Mona entered? a. liking b. interest c. action d. desire

ANS: D The Singer machine has created a brand preference.

An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines. The ad said to ask your physician if you were interested in learning more about the new product or trying it . What type of promotional strategy was the manufacturer of the drug using? a. kinetic b. reinforcement c. push d. pull

ANS: D The manufacturer using the pull promotional strategy focuses its promotional efforts on the consumer

In 2004, Montreal once again hosted the Peachtree Road Race, a running event that attracts many world-calibre racers. This year, after numerous requests from Quebecers, the race officials sanctioned a race conducted in Iraq so that soldiers from the province would not have to miss the annual event. The winners of the Mideast race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree was an example of which of the following? a. strategic product promotions and resulting sales b. a target marketing strategy c. sales promotion efforts d. a public relations strategy and resulting publicity

ANS: D The public relations activities involved in the race in Iraq led to publicity in the form of news media reporting.

Innovyx is an e-mail marketing service provider. It has a new ad campaign aimed at changing negative perceptions of e-mail. The ads explains how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly. Finally, the message ends by suggesting that companies that want to promote their products give e-mail a chance to show them what it can do. What task does this promotion have? a. rewarding b. suppressing c. informing d. persuading

ANS: D This promotion is aimed at persuading consumers to change their attitudes and try e-mail.

For communication to be effective, which of the following is necessary? a. Marketers should use televised instead of print communication. b. Marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas. c. All steps of the communications process model must take place. d. Marketing managers should use both interpersonal and mass communications.

B

In terms of the AIDA concept, sales promotion is most effective at creating which of the following? a. positive attitudes toward a brand b. strong desire and purchase intent c. awareness of a product d. awareness of a product and purchase intent

B

Petra McCoy has developed a product for cleaning grout called Grout-Chee. Everyone who has tried the product really appreciates how quickly it works, but McCoy is having trouble getting retail stores to carry the product. She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product. What type of promotional strategy is McCoy using? a. pull b. push c. advertorial d. kinetic

B

The maker of Frank's RedHot sauce spent $25,000 to create an ad targeted to consumers in the southern Ontario market. Because it created the ad itself and used no ad agency, what did Frank's RedHot sauce engage in? a. receiving b. encoding c. decoding d. creating noise

B

What do the most successful global marketing managers realize? a. It is imperative that every message be completely customized to each subculture. b. Translation and possible miscommunication of promotional messages can occur. c. Consumers' cultural environments play a large role in the communication process and affect decoding. d. Any message can be considered uniform by easily translating the message into all other languages.

B

Fans of Cheerwine cherry-flavoured cola are able to explain why Cheerwine is superior to any other type of cherry cola. These people are scattered throughout the Maritimes and are extremely brand loyal. The characteristics of this target market indicate that a promotional mix with which of the following should be used? a. more advertising and less sales promotion and public relations b. less sales promotion and more advertising and personal selling c. more advertising and sales promotion and less personal selling d. less publicity and sales promotion and more personal selling

C

Shaw Cable television uses radio, television, magazine, and newspaper advertising to inform television viewers about new episodes of Restaurant Makeover, a popular television series. What kind of communication is Shaw using? a. public b. factual c. mass d. referential

C

The product manager of Opa Energy Drinks visited the buying centre of Farkle Grocers, a medium-sized chain of grocery stores across western Canada, and performed a number of persuasive product presentations. What is the product manager following? a. a pull strategy b. a push-pull strategy c. a push strategy d. a demand strategy

C

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as which type of strategy? a. pull b. strong-arm c. push d. foot-in-the-door

C

What is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response? a. publicity b. perceptual communication c. promotion d. distributive communication

C

Which of the following is anything that interferes with, distorts, or slows the transmission of information? a. feedback b. nonpaid communication c. noise d. static

C

According to the text, which statement regarding spam is true? a. Tough criminal legislation in the United States has been effective in curbing spam. b. Spam is an acronym for Specific Program Algorithm Mail c. Approximately 37 percent of email that is received by Canadians is spam. d. Canada currently has no anti-spam laws.

D

For a product such as audio cassette tapes, which is in the decline stage of its product life cycle, what happens? a. Sales promotion is used to build market share. b. Heavy public relations is used to maintain brand loyalty. c. Personal selling should be used to obtain distribution. d. Reminder advertising is commonly used.

D

Fred was selling a number of well-known brands of wine to various restaurants in town. He was directing all his promotional efforts to the restaurants. What was he using? a. a creative communications promotional strategy b. a pull promotional strategy c. a demand promotional strategy d. a push promotional strategy

D

What is the marketing function that evaluates public attitudes, identifies areas within the organization that are of public interest, and executes a program of action to gain public understanding? a. advertising b. sales promotion c. personal selling d. public relations

D

Which of the following BEST describes the AIDA concept? a. It is a model effectively showing that advertising can move people to the purchase stage. b. It demonstrates that buyers go through nine stages on the way to making a decision. c. It is a budget plan based on the effectiveness of various promotion mixes in achieving certain objectives. d. It is a model for reaching promotional objectives that outlines a sequential process for effective promotion.

D

Which of the following is a purchase situation in which two or more people communicate in an attempt to influence each other? a. mass communication b. implicit communication c. synergistic communication d. personal selling

D

Which of the following is the interpretation of the language and symbols sent by the source through a channel? a. perceiving communication b. encoding c. channelling d. decoding

D

When does persuasion normally become the primary promotion goal? a. when a firm is reminding consumers where to buy the product b. when the product enters the growth stage of the product life cycle c. when new products are in the early stages of the product life cycle d. when a firm is trying to increase brand awareness

ANS: B Persuasion attempts to motivate a consumer to purchase a particular product. It is useful after the product has been made known through informational advertising during introduction.

According to the AIDA concept, what is the first step a marketer must achieve with potential customers? a. attention b. attitude alignment c. action d. adaptation

A

Consumers will demand the product from retailers and the retailers will demand the product from the manufacturers if which of the following is effective? a. a pull strategy b. a push strategy c. word of mouth d. a demand strategy

A

Molson beer is produced in Canada. Coors is manufactured in the United States. A merger of the two breweries would give each brand access to a significantly larger market. To effectively reach both markets, the merged company would need to coordinate its promotion mix so as to produce a consistent, unified, and customer-focused message. In other words, the brewery would need to use which of the following? a. integrated marketing communications b. creative selling c. transactional communications d. coordinational promotion

A

Opa Energy Drinks Ltd. carefully weighed the cost and benefit options of hiring a sales force for its line of beverages versus launching a national advertising campaign. In the end, president Ernie Opa opted for a national advertising campaign on television and radio. What type of strategy is Opa following? a. a pull strategy b. a push strategy c. a product promotion strategy d. a push-pull strategy

A

Refer to Bag Media, When one of the Internet entrepreneurs ordered its Web address printed on 25,000 bags, what was it an example of? a. feedback b. nonverbal communication c. indirect transmission d. decoding

A

Regarding the promotional mix, producers of business goods such as industrial machinery rely heavily on which of the following rather than on advertising? a. personal selling b. public relations c. sales promotion d. publicity

A

Ruby was offended by an ad spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was good business practice. In terms of the communication process, what happened? a. Ruby improperly decoded the message. b. Ruby created a longer than normal communication channel. c. Ruby correctly encoded the message. d. Ruby improperly encoded the message.

A

The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and television ads, as well as a website to promote benefits of the dog food. In terms of the communication process, what did Alpo use? a. several different channels b. several different sources of feedback c. several different decoders d. several different encoders

A

What are the three basic tasks of promotion? a. informing, persuading, and reminding b. informing, convincing, and reminding c. informing, persuading, and convincing d. persuading, convincing, and reminding

A

What does AIDA stand for? a. Attention-Interest-Desire-Action b. Attitude-Interest-Demand-Activity c. Awareness-Intent-Demand-Action d. Attitudes-In-Developing-Acquisitions

A

What does the promotional mix consist of? a. advertising, personal selling, sales promotion, and public relations b. advertising, publicity, direct marketing, and personal selling c. public relations, direct marketing, personal selling, and publicity d. advertising, telemarketing, public relations, and sales promotions

A

What is encoding? a. conversion of the sender's ideas and thoughts into a message b. creation of the original ideas and thoughts of the message c. deciphering and understanding of a message d. receipt and comprehension of the message

A

What is the most common failure of a company's marketing communication effort? a. Not enough funds are allocated toward IMC. b. There is a failure to effectively tie personal selling in with the other elements of the promo mix. c. Consumers recognize discordance within the promo mix. d. There is a failure to blend long-term plans with short-term goals.

A

Which of the following is the conversion of the sender's ideas and thoughts into a message? a. encoding b. development c. envelopment d. decoding

A

According to the text, which of the following statements about sales promotions is true? a. All sales promotions must be aimed outside the organization. b. Trade shows, coupons, premiums, and vacation giveaways are types of sales promotions. c. Public relations cannot effectively be used with sales promotions. d. Marketers view sales promotions as more effective when they are created as long-term stimulation tools.

ANS: B Sales promotions can be used to improve the effectiveness of advertising and public relations activities. Sales promotions are most effective as short-term tools. Sales promotions are commonly directed at the organization's employees as well as to consumers and dealers.

Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix? a. funds available for promotion b. size of the company c. stage in the product life cycle d. target market characteristics

ANS: B Size of the company may or may not impact the promotional mix, depending on other factors such as available funds or product type.

Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Zellers. What type of strategy is this new approach? a. pull b. push c. reinforcement d. kinetic

ANS: B The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a push strategy.

Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near which stage of the AIDA model? a. knowledge b. action c. preference d. awareness

ANS: B These extras are the sales promotion techniques that often push the complacent consumer into the purchase stage.

A 35-cents-off coupon for Campbell's chicken broth is a form of which of the following? a. publicity b. sales promotion c. public relations d. personal selling

B

A manufacturer using which type of promotional strategy focuses its promotional efforts on the consumer? a. push b. pull c. kinetic d. personal selling

B

What does the communication process itself consist of? a. sender, receiver, and message b. encoding, decoding, channel, sender, and receiver c. comprehension, noise, and feedback d. source, receiver, and channel

B

What is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition? a. a unique selling proposition b. a competitive advantage c. a special benefit d. a comparative differentiation

B

What is interpersonal communication? a. long-distance communication between a business and its target market b. direct communication between two or more people c. nonpaid information such as publicity d. paid communication placed in personal media

B

What is the method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused? a. creative selling b. integrated marketing communications c. promotional mixing d. relationship marketing

B

What is the process by which we exchange or share meanings through a common set of symbols? a. advertising b. communication c. publicity d. feedback

B

Which of the following consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows? a. sponsorship b. sales promotion c. advertising d. publicity

B

Which of the following is one of the basic tasks typically performed by promotion? a. perceiving b. persuading c. managing d. organizing

B

Which promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle? a. influence b. reminder c. informative d. persuasive

B

Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses which type of promotional strategy? a. pull b. push c. personal selling d. kinetic

ANS: A The manufacturer using the pull strategy focuses its promotional efforts on the consumer

According to the text, which of the following statements about advertising is true? a. The cost per contact in advertising is low. b. The total costs of advertising are typically low. c. The signs on the outsides of buses and taxis are not a form of advertising. d. Advertising is any form of communication in which the sponsor is identified.

ANS: A The total costs of advertising are typically high even though the cost of contact is low. To be advertising, the communication must be paid for. Innovative media is used in advertising. The signs are a form of advertising because they are paid for and they identify their sponsors.

Campbell's soup has been promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, these media served as which of the following for transmitting the message? a. encoders b. channels c. decoders d. senders

ANS: B A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium.

What is a channel in communication? a. someone who places advertising into media b. any communication medium c. usually an ad agency or public relations firm d. the only source of noise

ANS: B A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium.

To get more retailers to stock its products, Rust-Oleum paint developed a strong advertising campaign aimed at consumers. The ads show creative ways to use paint to make homes more attractive and emphasize the facts the paint doesn't chip, peel, or fade. What type of promotional strategy is Rust-Oleum using? a. reinforcement b. pull c. channel d. push

ANS: B A pull strategy involves ad campaigns aimed at consumers in hopes of getting consumers to demand the product from retailers who in turn will demand it from manufacturers.

Procter & Gamble hired an advertising agency to create a $25 million campaign for Bounty paper towels. The ad agency created a "Locks in the Spills" message for Bounty ads. What was the ad agency? a. the channeller of the message b. the encoder of the message c. the sender of the message d. the receiver of the message

ANS: B Encoding is the conversion of the sender's ideas and thoughts into a message.

When a product is in the growth stage of its product life cycle, which of the following occurs? a. Persuasive and reminder advertising is decreased. b. Heavy advertising is used to build brand loyalty. c. Personal selling and sales promotions are the major elements of the promotional mix used. d. Personal selling is ineffective.

ANS: B Heavy advertising and decreased use of sales promotions are common during the growth stage. Reminder advertising is used when the product/brand reaches the maturity stage. During the growth stage, personal selling is used to maintain distribution.

The various Survivor shows have been promoted through personal appearances by show participants, websites, merchandise with the Survivor logo as well as print and broadcast advertising. To ensure that all of the promotional messages are coordinated, CBS (the network on which the show is broadcast) should use which of the following? a. the AIDA concept b. the integrated marketing communications approach c. the integrated communications management approach d. the interpersonal and mass communications approach

ANS: B IMC is the careful coordination of the promotions messages for a product to assure the consistency of messages at every contact point.

Lyndon went to a website that sells barbecue grills and read reviews of several different models. He has requested more information about a Weber grill that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect grill. As far as Weber is concerned, Lyndon is in which step of the AIDA concept? a. attention b. interest c. desire d. action

ANS: B Lyndon is aware of the product, but he is not yet convinced it is the one he wants to purchase

What is any form of sponsor-identified, paid mass communication? a. publicity b. promotion c. public relations d. advertising

D

What is the final step in the communication process? a. encoding b. decoding c. transmission d. feedback

D

When Lee Apparel introduced Lee Dungarees, it carefully coordinated posters, radio and television commercials, and a Web-based interactive game that drove customers to off-line stores and back to the website. All of these elements produced a consistent, unified, customer-focused message. What did Lee Apparel use? a. creative selling b. promotional mixing c. processed marketing d. integrated marketing communications

D