mktch15

A plan for the optimal use of advertising, personal selling, sales promotion, and public relations is called a: a. promotional strategy b. set of promotion goals c. marketing mix d. communication mix e. selling plan

a

Because dishwashers are in the maturity stage of their product life cycle, which promotional mix element should NOT be emphasized in the marketing of this product? a. Public relations b. Persuasive advertising c. Sales promotion d. Reminder advertising e. Personal selling

a

Chick-fil-A uses cows as their mascot. The cows are sometimes dressed in funny costumes or involved in some kind of behavior that defies cow-like conduct. Always they message is to encourage people to eat chicken, not beef. Chick-fil-A is the _____ of the message in this communication process. a. sender b. decoder c. channeler d. receiver e. communicator

a

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 advertising and what a high return on investment it can generate if used properly. Finally, the message ends by suggesting that companies who want to promote their products give e-mail a chance to show them what it can do. This promotion has the task of: a. persuading b. informing c. reminding d. suppressing e. rewarding

a

Shawn wanted to increase sales at his jewelry store, Murphey's Jewelers. After analyzing his sales figures, he decided to give away $50 gift certificates for local businesses to give to their employees. "Many people used the gift certificates as credit toward more expensive items," explains Shawn. He used a(n) _____ strategy. a. pull b. push c. kinetic d. inertia e. cash-flow

a

The Hunger Games, the first movie in the popular science-fiction trilogy, is being promoted through TV, newspaper, magazine, Web sites, and merchandise. To make sure that all of the promotional messages are coordinated, the studio that produced the movie should use the: a. integrated marketing communications approach b. integrated communications management approach c. AIDA concept d. interpersonal and mass communications approach e. coordinated market management approach

a

The National Pork Board wants to create more consumer demand for pork products. The board has developed a(n) _____ 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. a. promotional strategy b. tactic for communication c. mass aggregation strategy d. communication objective e. informative strategy

a

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 is: a. public relations b. advertising c. implicit communications d. personal selling

a

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions? a. Personal selling b. Reminder advertising c. Sales promotion d. Public relations e. Informative advertising

a

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows. a. Sales promotion b. Publicity c. Personal selling d. Advertising e. Sponsorship

a

AIDA stands for: a. attitude, interest, demand, activity b. attention, interest, desire, action c. awareness, intent, demand, action d. avoidance, interest, desire, acceptance e. attitudes in developing acquisitions

b

All of the following are reasons why the concept of integrated marketing communications (IMC) is growing in popularity EXCEPT: a. The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task. b. The shift to more Internet-based information search by consumers. c. Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient. d. Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects. e. The mass market has fragmented.

b

Fans of Ale-8, a ginger-flavored soft drink, are able to explain why Ale-8 is superior to any other type of ginger ale. They are scattered throughout eastern Kentucky and southern Ohio and are extremely brand loyal. Though Ale-8 is available in bottles or cans, most connoisseurs prefer glass bottles. Ale-8 "traditionalists" even insist on drinking the beverage from the old-style "long-neck" bottles as opposed to the newer, short-neck design. The characteristics of this target market indicate that a promotional mix with _____ should be used. a. less publicity and sales promotion and more personal selling b. more advertising and sales promotion and less personal selling c. more sales promotion and personal selling and less advertising d. less sales promotion and more advertising and personal selling e. more advertising and less sales promotion and public relations

b

Persuasion normally becomes the primary promotion goal when entering which stage of the product life cycle? a. Introduction b. Growth c. Maturity d. Plateau e. Decline

b

The AIDA concept: a. assumes that the second step in the purchase-decision process is inertia b. does not explain how all promotions influence purchase decisions c. is useful in explaining consumer behavior even for low involvement situations d. proposes that consumers respond to marketing messages in a conative, affective, and cognitive sequence e. explains what element of a consumer's attitude a promotion message will influence

b

To increase its revenues, US Airways has decided to sell space on the backs of the tray tables to sponsoring companies as a different medium for their promotional messages. The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be: a. push advertising b. personal selling c. direct advertising d. sales promotions e. publicity

b

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: a. telemarketing b. interpersonal communication c. publicity d. mass communication e. crowd selling

b

When a product is in the growth stage of its product life cycle: a. all elements of the promotional mix are equally important b. heavy advertising is used to build brand loyalty c. persuasive and reminder advertising is decreased d. personal selling is ineffective e. personal selling and sales promotions are the major elements of the promotional mix used

b

_____ are promotion tools used to facilitate conversations among people online. a. Public relations b. Social media c. Personal selling d. Advertising e. Publicity

b

Informative promotion is generally used: a. when memory stimulus is needed b. when the brand name is well-known to consumers c. during the early stages of the product life cycle d. during an attempt to gain the immediate action of a consumer e. when advertising a simple, nontechnical, mature product

c

Kimberly-Clark uses television advertising and couponing and bonus pack sales promotions to increase sales of its Kleenex brand of facial tissues. Which promotional strategy is Kimberly-Clark using? a. Push b. Personal selling c. Pull d. Reinforcing e. Kinetic

c

Media, salespeople, or a retail store best represent which element of the communication process? a. Sender b. Encoding c. Message channel d. Decoding e. Noise

c

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

c

The Richards Group, a Dallas ad agency, created the Chick-fil-A cows. Since the time they created the cows the message has always been "Eat more chikin." The ad agency acted as the _____ of the message. a. decoder b. sender c. encoder d. receiver e. channeler

c

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. a. marketing mix b. comparative differentiation c. competitive advantage d. researchable objective e. promotional theme

c

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

c

When Heinz introduced its ketchup globally, it first had to deal with the fact ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on _____ advertising to convince consumers to want the product. a. reminder b. persuasive c. informative d. compulsive

c

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

c

Which of the following statements about the characteristics of the elements in the promotional mix is true? a. Control over message content is greatest when public relations is used. b. A large audience is best reached with personal selling. c. The fastest feedback occurs with personal selling. d. The mode of communication for sales promotion is usually direct and personal. e. The message flow with advertising is two-way.

c

_____ is probably the most important factor in determining the promotional mix. a. The advertising agency b. The need for feedback c. Money d. Media availability e. Message flexibility

c

_____ is the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused. a. Interpersonal and mass communications (IMC) approach b. Promotional mixing c. Integrated marketing communications d. Creative selling e. Relationship marketing

c

_____ is the interpretation of the language and symbols sent by the source through a channel. a. Encoding b. Perceiving communication c. Decoding d. Channeling e. Semiotics

c

A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer. a. reinforcement b. personal selling c. push d. pull e. kinetic

d

Allan went to a Web site that sells digital cameras and read reviews of several different models. He has requested more information about a Kodak camera that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect camera. As far as Kodak is concerned, Allan is in the _____ step of the AIDA concept. a. action b. attention c. liking d. interest e. desire

d

Lipton Tea is promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, these media served as _____ for transmitting the message. a. senders b. decoders c. encoders d. channels e. receivers

d

The AIDA concept: a. proves promotional effectiveness is an insignificant abstract term b. demonstrates that buyers go through nine stages on the way to making a decision c. is a model effectively showing that advertising can move people to the purchase stage d. is a model for reaching promotional goals that propels consumers along the four stages of consumer involvement with a promotional message e. is a budget plan based on the effectiveness of various promotional mixes in achieving certain objectives

d

The _____ is the originator of the message in the communication process. a. communicator b. encoder c. channeler d. sender e. receiver

d

The person who decodes a message in the communication process is called the: a. target b. audience c. channel d. receiver e. recipient

d

The promotional mix consists of: a. advertising, publicity, direct marketing, and personal selling b. public relations, direct marketing, personal selling, and publicity c. product, promotion, price, and place d. advertising, personal selling, sales promotion, and public relations e. advertising, telemarketing, public relations, and sales promotions

d

What are the three basic tasks of promotion? a. Informing, persuading, and convincing b. Persuading, convincing, and reminding c. Informing, convincing, and reminding d. Informing, persuading, and reminding e. Persuading, comparing, and reminding

d

Which of the following products is MOST likely to use reminder promotion? a. Samsung 3-D television b. Brother electronic typewriter c. iPhone d. Crest toothpaste e. All of the above.

d

____ 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. Distributive communication b. Perceptual communication c. Statistically provable advertising d. Promotion e. Publicity

d

A channel in communication is: a. the only source of noise b. the same as in distribution c. usually an ad agency or public relations firm d. someone who places advertising into media e. any communication medium

e

Mercury Solar Systems uses a video on their Web site to show how solar power can be converted to electricity in a home using a photovoltaic system. The video format is used as a(n) _____ format because the average consumer may perceive the product as highly technical. a. influencer b. persuasive c. reminder d. reseller e. informative

e

The particular promotion mix chosen by a firm for a product or service depends on all of the following EXCEPT: a. stage in the product life cycle b. target market characteristics c. funds available for promotion d. use of a push or pull strategy e. size of the company

e

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 _____ strategy. a. strong-arm b. kinetic c. pull d. foot-in-the-door e. push

e

To increase its revenues, US Airways has decided to sell space on the tray tables to companies that would like to use this unique channel for their promotional messages. In terms of the promotional strategy, the tray tables will be used for: a. implicit communications b. publicity c. sales promotion d. public relations e. advertising

e

When Ali saw the Apple iPhone at the AT&T store she knew she had to have one. The salesperson showed Ali all the special capabilities it had and she was able to try it there in the store. According to the AIDA concept, Ali entered the _____ stage. a. action b. attention c. liking d. interest e. desire

e

Which of the following is appropriate for products in the decline stage of the product life cycle? a. Heavy use of persuasive advertising to reenergize demand for the product b. Heavy public relations to maintain brand loyalty c. Personal selling to obtain distribution d. Sales promotion to build market share e. None of these are appropriate

e

_____ is the conversion of the sender's ideas and thoughts into a message. a. Development b. Envelopment c. Processing d. Decoding e. Encoding

e

_____ 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. Amusement c. Informative d. Persuasive e. Reminder

e