MKT 3401 Ch 15
True
A U.S. manager is working with some Indonesians who do not speak English. In attempting to exchange information, they are using symbols to assign meanings to the facts the manager hopes to convey. This is an example of communication.
Competitive Advantage
A _____ is defined as a unique aspect of an organization that causes target consumers to patronize that firm rather than competitors.
any communication medium
A channel in communication is:
True
A person buying a Valentine's Day gift for a significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for his or her mail carrier.
True
AIDA is an acronym for ATTENTION, INTEREST, DESIRE, and ACTION.
True
Advertising is impersonal, 1 way mass communication about a product or organization that is paid for by a marketer.
True
All promotion, especially advertising, is reduced as a product enters the decline stage. However, personal selling and sales promotion efforts might be maintained, especially at the retail level.
True
All promotions are designed to inform, persuade, or remind the target audience.
True
Allyson Brown is trying to develop a promotional mix for her firm's new product, a sophisticated modular sun porch designed for use all year. She reasons that because her product is complex and carries high financial risks for consumers, the mix should concentrate on personal selling.
Feedback
Bag media is a british company that sells space on a paper bags to advertisers who want to drive consumers to their web sites. A bag media representative made a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites. When one of the entrepreneurs ordered its web address printed on 25,000 bags. It was an example of:
There is a chance that comments and postings will be negative.
Because marketers do not control consumers' comments on social media sites such as Twitter and Facebook:
False
Benedict and Taapo are arguing about newspaper publicity. Bendict says favorable publicity is free - hence the phrase "free publicity." Taapo says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers. Benedict has a more accurate grasp of the definition of publicity.
True
Black & Mild Ft are the only cigars on the market made with a "skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.
Channels
Campbell's soup has been promoted with tv commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, these media served as ____ for transmitting the message.
Mass
Communication to large audiences, usually through a medium such as TV or a newspaper is called _____ communication.
False
Communication via telephone is not considered personal selling because it is not face to face.
Push or Pull Strategy
Companies rarely use a _____ or _____ strategy exclusively. The strategy that best supports their promotional objectives (usually in combination) is what is selected.
Inform
Early in the life cycle, the primary focus of promotions should be to ____ consumers of the product.
The sender and receiver do not share overlapping frames of reference
Ernest has 3 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 that 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?
Direct Feedback
Feedback that implies immediate interaction.
Marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas.
For communication to be effective:
Recievers
For its new Jeep Compass, Chrysler came out with a new campaign targeting young, hip consumers. To reach its target, Chrysler used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. These communications were directed at the _____, the persons who would decode the message.
Encoder
For its new Jeep Compass, Chrysler has launched a new campaign targeting young, hip consumers. To reach its target, Chrysler's advertising agency is using music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers. The ad agency is acting as the ____ of the message.
Sender
For its new Jeep Compass, DaimlerChrysler launched a campaign targeting young, hip consumers. To reach its target, Jeep's advertising agency used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. The agency devised a host of bobblehead characters that represented the wide variety of potential Compass buyers. DaimlerChrysler was the ___ of the message in this communication process.
Informing, Persuading, Reminding, and Connecting
Four Basic Tasks of Promotion are:
True
From the consumer's point of view, a company's communications are already integrated, no matter how the company itself defines them.
Informative Promotion
Function of Reminder Promotion.
False
If Charles Schwab Mutual Funds Investment Broker were to study its promotional strategies by looking at sales trends and market research, it would be using direct feedback to evaluate its promotional strategies.
Promotional Strategy
In 2008, the NBC television network used advertising, personal selling, PR, and sales promotion to communication with its target audience about its new show My Own Worst Enemy. The TV's network described its plan on how to use these tools most effectively.
True
In terms of the AIDA process, PR has its greatest impact in gaining attention and interest for a company, good, or service.
During the early stages of the product life cycle.
Informative promotion is generally used:
False
Informative promotion is used to keep the product and brand name in the public's mind.
Persuading
Innovyx is an e-mail marketing service provider. It has a new ad campaign aimed at changing negative perceptions of e-mail. The ads explain how much cheaper e-mail advertising is than traditional advertisin and what a high return on investment it can generate if used properly. Finally, the message ends by suggesting that companies wanting to promote their products give e-mail a chance to show what it can do. This promotion has the task of:
direct face-to-face-communication
Interpersonal communication is:
True
It's been a few yrs since odor-free paint hit the market, and a paint manufacture estimates the paint to be in the growth stage of its product life cycle. With all the competition in the industry today, the manufacturer should use promotions that persuade buyers of odor-free paint to purchase its brand over all others.
Noise
Just as Grace was in sight of a billboard for the Riverroad Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she totally missed seeing the mall's billboard. In terms of the communication process, the police car acted as:
True
Lansky sells 60 diff. knife and garden tool sharpeners. It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener. Lansky is using a push strategy.
Inform
Maddie's Beverage Company has recently introduced Wateroos, 8 oz serving of water in juice- style containters with straws, to encourage children to drink more water. The goal of the promotion developed for this new healthy alternative beverage for children would be to ____ consumers.
False
Maddie's Beverage Company has recently introduced Wateroos, 8 oz servings of water in juice-style containers with straws, to encourage children to drink more water. Since this product is in the introductory stage of the product life cycle , and as yet has no direct competition. Maddie's promotional objective should be persuasion.
True
Marketers targeting consumers in foreign countries must worry about the translation and possible miscommunication of their promotional messages by other cultures.
False
Markets typically use either a push or a pull strategy exclusively.
True
Nature Valley uses popular magazines, radio, and capable television to promote its brand of trail mix. Nature Valley uses mass communication.
True
NutriFoods is concerned that its advertising messages are not getting through to the target market as intended. Its radio ads contain music that its target market does not like, and its spokesperson has a very nasal voice that sounds as though he has a perpetual cold. These are examples of noice in the communications process.
True
One of the reasons for the gorwing popularity of integrated marketing communications is the proliferation of thousands of new media choices.
False
One way of conveying a message that the receiver will hear properly is to use abstract words and pictures.
Competitive Advantage
People who love to fish prefer American Magic Lures that are cut from ash or ceda and then hand painted and hand tied with a feather skirt. Advertising for American Magic Lures emphasizes how its lures, unlike others, are all handcrafted. This is its:
The product enters the growth stage of the product life cycle
Persuasion normally becomes the primary promotion goal when:
True
Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response.
False
Publicity is free.
Promotional Strategy
Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and PR. Rosarita is developing a:
True
Sales promotion consists of all marketing activities other than personal selling, advertising, and PR that stimulate consumer buying and dealer effectiveness.
Personal Selling
Selling over the phone is a form of _____. It does allow for immediate interaction.
False
The AIDA concept can be used to explain how all promotions influence purchase decisions.
Persuasive
The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will explain how plastics protect families from food spoilage and contamination. The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance. By trying to change customers' perception of plastic packaging, the council is using ______ promotion.
Promotional Strategy
The National Pork Board wants to create more consumer demand for pork products. The board has developed an _____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.
Sender
The _____ is the originator of the message in the communication process.
Competitive Advantage
The ads for Don Francisco's ground coffee simply state "the highest quality coffee doesn't have to be expensive." this is an example of how a product communicates its ___ with promotion.
Encoding, decoding, channel, sender, and receiver
The communication process itself consists of:
Encoding
The conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs.
Stimulate a purchase or an action
The goal of persuasive promotion is to:
Informative
The hollymatic Patty Macine 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 a _____ format because the product is so technical.
Convince the target customers that a firm's products offer competitive advantages over those of its competition.
The main function of a promotional strategy is to:
Encoding
The maker of Frank's RedHot pepper sauce spent $25,000 to create an ad that was targeted to consumers in the southwestern U.S. market. Because it created the ad itself and did not use an ad agency, Franks Redhot sauce engaged in:
Sender
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, Meridian acted as a:
Channels
The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and tv ads, and a Web site to promote benefits of the dog food. In terms of the communication process, Alpo uses several different:
True
The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.
Feedback
The receiver's response to a message is _____ to the source.
Mass and Interpersonal
Two major categories of communications are:
Mass
USA Cable TV uses billboard, tv, magazine, and newspaper advertising to inform tv viewers about new episodes of MONK, a popular tv series. USA uses _____ communication.
Interpersonal communication
Usborne Books consultants sell books directly to customers via presentations in customers' homes, at book fairs and community events, and at craft shows. Usborne consultants are engaged in:
Competitive Advantage
Vegetarians sometimes have trouble making sure they get enough protein in their diets. Protons are a new poppable snack made with super cruncy tofu. They are bite-sized nuggest that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Protons' features, including that they are organic, vegan, and cholesterol free, give the new product its:
Feedback
Vera ordered the Chihuahua Christmas ornament she saw advertised in the Sunday coupon supplement by phoning the Danbury Mint and placing her order. In terms of the communication process, Vera's purchase was an example of:
Improperly decoded the message
When Becca saw the ad suggesting Subway sandwiches as a dinner meal, she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice. In terms of the communication process, Becca:
Channel
When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand's power and performance. In the communication process, the game served as a(n) _____ for transmitting the message.
Informative
When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple outside the U.S. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on _____ advertising.
Persuading
Which of the following is one of the basic tasks typically performed by promotion?
are part of how he communicated to Knightons.
While talking to Mr. and Mrs. Knighton, the appliance salesperson described one of the refrigerators as a "real money savor" and a "true bargain" but he also kept looking down at his feet and shuffling around. His nonverbal cues:
Noise
Within the communication process for a car dealer's ad, The physical surrounding in which the individual reading the ad is located is an example of:
Noise
Within the communication process for a car dealer's ad, competing ads is an example of:
Noise
Within the communication process for a car dealer's ad, news stories in the newspaper is an example of:
Noise
Within the communication process for a car dealer's ad, the presence of other people while the ad is being read is an example of:
Promotional Strategy
____ is a plan for the optimal use of the elements of promotion: advertising, PR, personal selling, and sales promotion.
Noise
____ is anything that interferes with, distorts, or slows down the transmission of information.
Promotion
____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Decoding
____ is the interpretation of the language and symbols sent by the source through a channel.
Publicity
_____ is not free. Preparing news releases, staging special events, and persuading media to broadcast them cost money.
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.
Concrete words and pictures
_____ words and pictures should be used as a way of conveying a message that the receiver will hear properly.
Great expense on a per person exposed basis
______ is an advantage of a firm using mass communication.
Promotional Strategy
function of a _____ strategy is to convince the target customers that the goods and services offered provide a competitive advantage over the competition.
Decoding
the interpretation of the language and symbols sent by a source through a channel.
Communication
the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes.
Channel
the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium.
