MKT 300 Ch. 16- HAPKE

Advertising

A paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media

Communication Process:

A sharing of meaning through the transmission of information

Viral Marketing

A strategy to get consumers to share a marketer's message, often through email or online video, in a way that spreads dramatically and quickly

Secondary Demand

A way to stimulate primary demand: promotion that informs consumers about a new product

Decoding Process

Converting signs and symbols into concepts and ideas

In the typical communication process, a receiver is the individual, group, or organization that:

Decodes a coded message

Primary Demand

Demand for a product category rather than a specific brand

Selective Demand

Demand for a specific brand

___ refers to demand for a product category rather than for a specific brand of product.

Primary Demand

Push Policy

Promoting a product to the next institution down the marketing channel

Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion is deceptive b. Promotion lowers prices c. Promotion increases prices d. Promotion fosters materialism e. Promotion creates needs

b. Promotion lowers prices

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. Sales promotion b. Public relations c. Personal selling d. Advertising e. Proxemic communication

b. Public relations

If a company's promotional budget is extremely limited, the firm is likely to rely on _______. a. kinesic promotion b. advertising c. personal selling d. public relations e. sales promotion

c. personal selling

5. Which of the following is an example of tactile communication? a) A waitress in a restaurant nods as she recites the menu to a customer to indicate her approval of the dish. b) A customer turns around to face a salesperson to indicate his interest in the product the salesperson is selling. c) A salesperson shrugs his shoulders to indicate that he is not sure how to answer a customer's query. d) An executive shakes hands with his counterpart from the client company to seal a deal between the companies. e) A student in a classroom waves her arm in the air to indicate that she has a question for the teacher.

d) An executive shakes hands with his counterpart from the client company to seal a deal between the companies.

Which of the following is NOT one of the four elements of the promotion mix? a. Personal selling b. Sales promotion c. Public relations d. Advertising e. New introductory promotion

e. New introductory promotion

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. buzz marketing b. sales promotion c. personal selling d. word-of-mouth communication e. viral marketing

e. viral marketing

Sales promotions examples

free samples, games, rebates, sweepstakes, contests, premiums, and coupons

Publicity

is a non-personal communication in a news- story form about an organization, its products, or both

Demographic characteristics

o Age, income, education, etc. will affect consumers' media consumption patterns and are important considerations when developing the promotion mix

Geographic Distribution

o Dispersed customers often rely more heavily on advertising

Personal selling

o Is dependent on recruiting and hiring qualified salespeople

Size

o Often drives what promotional elements are chosen; Small target markets often rely on personal selling

Business products concentrate on

o Personal selling and Sales promotion

Pull Policy

o Promoting a product directly to consumers with the intention to develop strong consumer demand for products

International Promotion

o can be difficult because of lack of promotional channels

National Advertising / Sales Promotion

o have higher expense but low cost per individual

Kinesic

§ Body language; communicating through the movement of head, eyes, arms, hands, legs, or torso

Proxemic

§ Communicating by varying the physical distance between two parties in face-to-face interactions

In- Program product placements

a successful method of reaching consumers, rather than relying on commercial breaks

A major goal of integrated marketing communications is to send a consistent message to _______. a. customers b. ad agencies c. employees d. managers e. shareholders

a. customers

4. refers to demand for a product category rather than for a specific brand of product. a) Derived demand b) Primary demand c) Aggregate demand d) Selective demand e) Notional demand

b) Primary demand

3. Anything that reduces a communication's accuracy and clarity is called . a) noise b) negative feedback c) disagreement d) dialog e) disharmony

c) disagreement

2. 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 a) the vice president of sales. b) manipulation. c) promotion. d) information. e) sales promotion

c) promotion.

Which of the following is appropriate for stimulating primary demand? a. Reinforcement promotion b. Comparative promotion c. New introductory promotion d. Personal selling e. Viral marketing

c. 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. Advertising b. Public relations c. Personal selling d. Sales promotion e. Product placement

e. Product placement

Tactile

§ Communication through touching

Product Placement

· A form of advertising that strategically locates products or product promotions within entertainment media to reach a product's target market

Integrated Marketing Communications

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

Feedback

Receiver's response to a decoded message

In the communication process, the _______ is the individual, group, or organization that decodes a coded message. a. communications channel b. source c. receiver d. feedback e. noise

c. receiver

o Consumer products concentrate on:

§ Convenience goods = advertising § Durables and expensive products = personal selling § Both = public relations

Public Relations

· A broad set of communication efforts used to create/maintain favorable relationships between organizations and stakeholders

Personal Selling

· A paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation

Source:

· A person, group, or organization with a meaning it tries to share with a receiver or an audience

Which of the following statements is true of criticisms and defenses of promotion?

Promotion helps keep prices lower by facilitating price competition

___ is an activity or material that acts as a direct inducement, offering added value or incentive for a product to resellers, salespeople, or consumers.

Sales Promotion

A major goal of integrated marketing communications is to:

Send a consistent message to customers

Which of the following products uses advertising rather than personal selling?

Soft Drink

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. reduce sales fluctuations d. identify prospects e. combat competitive promotional efforts

a. retain loyal customers

1. The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a) communication. b) integrated marketing communications. c) tactile communication. d) kinesic communication. e) proxemic communication.

b) 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 _______. a. deceptive advertising b. lower prices c. greater need d. materialism e. higher prices

b. lower prices

The limit on the volume of information a communications channel can handle effectively is known as _______. a. feedback b. receiver c. channel capacity d. noise e. channel logistics

c. channel capacity

Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______. a. intelligent promotion communications b. integrated marketing connection c. integrated marketing communications d. integrated business communications e. intelligent marketing communications

c. integrated marketing communications

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______. a. personal selling b. proxemic communication c. word-of-mouth communication d. sales promotion e. kinesic communication

c. word-of-mouth communication

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. Tying policy c. Pull policy d. Push policy e. Category management

d. Push policy

Which of the following types is NOT an example of noise in the communication channel? a. When the source has laryngitis b. When broadcast television is interrupted due to breaking news c. When the Wi-Fi signal is slow and thus the internet connection is poor d. When a source uses an emoji that are understood by the receiver e. When a source uses words or an emoji that are unfamiliar to the receiver

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

Word-of-mouth communication is most effective for _______ and _______. a. new-to-market products; inexpensive products b. new-to-market products; convenience products c. long-time products; expensive products d. new-to-market products; expensive products e. declining products; expensive products

d. new-to-market products; expensive products

When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______. a. personal selling; public relations b. advertising; public relations c. public relations; sales promotion d. advertising; personal selling e. advertising; sales promotion

e. advertising; sales promotion

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______. a. identify prospects b. create awareness c. facilitate reseller support d. stimulate demand e. encourage product trial

e. encourage product trial

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. kinesic communication b. pioneer communication c. sales communication d. proxemic communication e. tactile communication

e. tactile communication

Communication:

· A sharing of meaning through the transmission of information

Sales Promotion

· Activities or materials that act as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers

Buzz Marketing

· An attempt to incite publicity and public excitement surrounding a product though a creative event

Noise

· Anything that reduces communication's clarity and accuracy

Promotion

· Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products

Coding Process (Encoding):

· Converting meaning into a series of signs or symbols

Word-of-Mouth (WOM) Communication

· Personal, informal exchanges of communication that customers share with one another about products, brands and companies

Receiver:

· The individual, group, or organization that decodes a coded message

Channel Capacity

· The limit on the volume of information a channel can handle effectively

Communication Channel

· The medium of transmission that carries coded message from the source to the receiver

Promotions goal

· stimulate product demand and build customer relationships