Principles of Marketing Chapter 15 Quiz
The use of a pull policy may require heavy expenditures for
advertising and sales promotion.
Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they
are potentially harmful
Promotion tends to
capitalize on existing needs
Product placement in television shows is becoming increasingly important due to
consumers' greater ability to screen advertisements
Some promotional programs are unsuccessful because marketers fail to generate awareness of
critical issues among a significant portion of target market members
Primary demand is defined as
demand for a product category
Communication can be viewed as a circular process because
during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.
For communication to occur, both the sender and receiver of information must
have a common understanding of the symbols, words, and pictures used to transmit information.
Promotion helps consumers because it
informs consumers and places them in a position to specify the products that they seek.
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications
Public relations
is an element of promotion that should be handled on a continuous basis.
demand for a product category
particular brand
Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is
personal selling
If the push policy is used in promoting a product, the firm
promotes only to the next marketing institution down the marketing channel.
Advertising, personal selling, sales promotion, and public relations are called
promotional mix ingredients
Communication through the use of brochures, annual reports, event sponsorships, and news stories is referred to as
public relations
A consumer contest is an example of
sales promotion
An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is
sales promotion
Product placement is the strategic location of products
within entertainment media content
