MKTG 409 Ch 16

Staples' use of email to carry its advertising messages to its business customers is which component of the communication process? a. Communication channel b. Decoding process c. Sharing of meaning d. Noise minimization e. Encoding process

a. Communication channel

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required. a. advertising b. packaging c. personal selling d. public relations e. sales promotion

a. advertising

A common form of tactile communication in U.S. business activities is a. handshaking. b. head nodding. c. eye contact. d. kissing. e. hugging.

a. handshaking.

For communication to occur, both the sender and receiver of information must a. have a common understanding of the meaning of symbols, words, and pictures used to transmit information. b. use technology. c. minimize noise. d. share the same decoding process. e. use the same media.

a. have a common understanding of the meaning of symbols, words, and pictures used to transmit information.

Scout is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Scout's dinner preparation would be considered ____ in the communication process. a. noise. b. field of experience c. interference. d. feedback e. decoding blocker.

a. noise.

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. promotion. b. integrated marketing exchange. c. feedback capacity. d. channel capacity. e. marketing campaign.

a. promotion.

Scenario 16.2 Use the following to answer the questions. ​ The manufacturers of Laundry Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice. Refer to Scenario 16.2. The makers of Laundry Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Laundry Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Laundry Whizz. The winner of the contest will receive a $100 gift card for the college bookstore along with social media recognition. This method of promotion is an example of ____, and is used to stimulate ____ demand. a. sales promotion; selective b. viral advertising; primary c. product placement; selective d. sales promotion; primary e. product placement; primary

a. sales promotion; selective

Which of the following is the most important attribute of a ratings website? a. Utility b. Credibility c. Buzz marketing d. Viral marketing e. Social connections

b. Credibility

During the decoding process, the a. source converts meaning into a series of signs or symbols that represent ideas or concepts. b. receiver attempts to convert signs or symbols into concepts and ideas. c. intensity of the transmission becomes stronger. d. source attempts to convert signs or symbols into concepts and ideas. e. receiver filters noise from the feedback.

b. receiver attempts to convert signs or symbols into concepts and ideas.

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of a. facilitating reseller support. b. reducing sales fluctuations. c. encouraging product trial. d. retaining loyal customers. e. combatting competitive promotional offers.

b. reducing sales fluctuations.

Forever 21, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, and using Instagram and Twitter. These vehicles through which the coded message is transmitted from the source, Forever 21, to the receiver, the prospective customer, are called a. decoders. b. communication channels. c. fields of reference. d. relay channels. e. encoders.

b. communication channels.

To maximize promotional effectiveness, marketers must strive to a. realize the needs of their target market and try to meet them. b. properly plan, implement, coordinate, and control communications. c. obtain information about the marketing environment through their MIS. d. become directly involved rather than indirectly involved. e. use promotion during the growth stage of the product's life cycle.

b. properly plan, implement, coordinate, and control communications.

Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication. a. spacing b. proxemic c. kinesic d. tactile e. touching

c. kinesic

A spokesperson for Quaker oats encourages television audiences to use its oats in the summer by using them to make healthy overnight oats, which are served cold. In this instance, Quaker is using promotion to a. facilitate reseller support. b. retain loyal customers. c. reduce sales fluctuations. d. stimulate primary demand. e. offset competitors' promotional efforts.

c. reduce sales fluctuations.

A new soft drink company took out a national advertisement announcing its new butterscotch-flavored soda. However, while people in one part of the country recognized they were talking about a soft drink, others believed it was an ice cream drink. Still, others use the term to refer to something mixed with alcoholic drinks. Therefore, there was much confusion about the term and what it means. The mistake here lies with the a. audience. b. channel of communication. c. source. d. noise. e. marketing channel.

c. source.

Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a. The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. b. Joy advertises that its dish soap has more suds than Dawn and other leading dish soaps. c. After Ford promotes the towing capacity of its F-series trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks. d. Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. e. Hyundai offers 10-year/100,000-mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.

c. After Ford promotes the towing capacity of its F-series trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks.

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a. Sales management b. Sales promotion c. Public relations d. Advertising e. Personal selling

d. Advertising

United Airlines began offering sales on flights to South America and Europe. It started promoting these lower-cost flights heavily on television and in print. Not to be outdone, Delta Airlines started offering its own sales at prices even lower than United Airlines. This refutes which of the following criticisms of promotion? a. Promotion facilitates price competition. b. Promotion loses money for businesses. c. Promotion is deceptive. d. Promotion increases prices. e. Promotion creates needs.

d. Promotion increases prices.

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients? a. Existing levels of price consciousness b. Existing product adoption categories c. The age, sex, religion, and race characteristics d. The market size, geographic distribution, and sociocultural and demographic characteristics e. The cultural diversity and population size

d. The market size, geographic distribution, and sociocultural and demographic characteristics

Which of the following can be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes? a. Customer retention b. Reseller support c. Primary demand d. Selective demand e. Cause-related marketing

d. Selective demand

Which is the best example of noise that originates with the receiver in the communication process? a. Because of poor printing, Nawar cannot read an advertisement in her local newspaper. b. A mother fails to hear a new commercial for diapers because her new baby is crying. c. Emily has been studying English for two years and does not understand the symbolism being used in a commercial. d. Celine drives through a tunnel, and her radio signal becomes very weak. e. Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness.

e. Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness.

______ offers the potential benefits of cost efficiency, repetition, and adding product value, while _____ is one of its disadvantages. a. Personal selling; cost b. Sales promotion; slow feedback c. Public relations; uncontrollability d. Advertising; media cost e. Advertising; slow feedback

e. Advertising; slow feedback

To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to a. reduce sales fluctuations. b. encourage product trial. c. retain loyal customers. d. identify prospects. e. facilitate reseller support.

e. facilitate reseller support.

Rosalie is a sales consultant for Avon Cosmetics. This illustrates a. primary demand stimulation. b. public relations. c. advertising. d. sales promotion. e. personal selling.

e. personal selling.

Firehouse Subs is conducting a contest in which customers are asked to name a new sub. The winner gets a free sub each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Firehouse Sub's use of the ____ elements of the promotion mix. a. public relations b. advertising c. personal selling d. packaging e. sales promotion

e. sales promotion