MKT 300 ch 16
promotion mix
A combination of promotional methods used to promote a specific product
source
A person, group, or organization with a meaning it tries to share with a receiver or an audience
communication
A sharing of meaning through the transmission of information
viral marketing
A strategy to get consumers to share a marketer's message, often through e-mail or online videos, in a way that spreads dramatically and quickly
buzz marketing
An attempt to incite publicity and public excitement surrounding a product through a creative event
Which of the following is an example of tactile communication?
An executive shakes hands with his counterpart from the client company to seal a deal between the companies.
noise
Anything that reduces a communication's clarity and accuracy
proxemic communication
Communicating by varying the physical distance in face-to-face interactions
primary demand
Demand for a product category rather than for a specific brand
selective demand
Demand for a specific brand
For which of the following product types is word-of-mouth marketing known to be most effective?
Expensive, luxury products and new to market
Which of the following statements is true of promotion mixes with respect to product lifecycle?
In the growth and maturity stages, consumer services require heavy emphasis on advertising.
pioneer promotion
Promotion that informs consumers about a new product
Which of the forms of communication occurs when either person varies the physical distance between them?
Proxemic communication
Which of the following is a medium for electronic word-of-mouth communication?
Social networks
________ refers to personal informal exchanges of communication that customers share with one another about products, brands, and companies.
Word-of-mouth communication
Feedback refers to:
a receiver's response to a decoded message.
Communicating through the movement of head, eyes, arms, hands, legs, or torso is known as ________.
kinesic communication
kinesic communication
Communicating through the movement of head, eyes, arms, hands, legs, or torso
tactile communication
Communicating through touching
promotion
Communication to build and maintain relationships by informing and persuading one or more audiences
The promotion mix for which of the following products is likely to concentrate more on advertising than personal selling?
Computers
coding process
Converting meaning into a series of signs or symbols
decoding process
Converting signs or symbols into concepts and ideas
integrated marketing communications
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact
Which of the following methods are used to stimulate primary demand for a product?
Informing potential consumers about the product's features and uses
Which of the following is an advantage of advertising?
It is extremely cost-efficient when it reaches a vast number of people at a low cost per person.
word-of-mouth communication
Personal informal exchanges of communication that customers share with one another about products, brands, and companies
________ refers to demand for a product category rather than for a specific brand of product.
Primary demand
Which of the following depicts the flow of communication along the marketing channel with a pull promotional strategy
Producer-consumers
pull policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
push policy
Promoting a product only to the next institution down the marketing channel
Which of the following is one of the possible elements of a promotion mix?
Public relations
________ is an activity that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.
Sales promotion
Which of the following would be a feature of a promotion mix for a durable product?
Stress on personal selling
receiver
The individual, group, or organization that decodes a coded message
channel capacity
The limit on the volume of information a communication channel can handle effectively
communications channel
The medium of transmission that carries the coded message from the source to the receiver
feedback
The receiver's response to a decoded message
product placement
The strategic location of products or product promotions within entertainment media content to reach the product's target market
The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as ________.
product placement
Promoting a product only to the next institution down the marketing channel is known as the ________.
push policy
