question

PMarketers often hire celebrities as spokespersons for their products, thus associating the ________ of the message with an attractive, exciting, or admirable person.

answer

Source

question

Tired Toes is a new line of foot care products. The company's marketing team wants to help build buzz for the line by creating a brand community. The marketing team should use ___________ to achieve this objective.

answer

Social networking

question

Which promotional mix strategy directs marketing efforts toward market channel members?

answer

Push

question

According to the communication model, a coffee cup printed with a company's name and logo is an example of a _________

answer

Medium

question

Marketers for Alive!, a new sports energy drink, have hired teams of college students to encourage friends and classmates on campus to try the new product. The students have been directed by Alive! to promote the new drink without revealing that they are contracting with the company. Alive! is most likely to be accused of which unethical marketing strategy?

answer

Shilling

question

Each step in the_______________ is more difficult to achieve than the previous step.

answer

Hierarchy of effects

question

In 2001, IBM had hundreds of "Peace Love Linux" logos painted on sidewalks to publicize the company's adoption of the Linux operating system. This is an example of __________.

answer

Buzz marketing

question

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________ marketing.

answer

Evangelist

question

Coca-Cola's Minute Maid unit is introducing a new beverage called Minute Maid Premium Limeade; it is a refrigerated limeade. The primary promotional objective of marketing communications for the new product should be to___________.

answer

Create awareness

question

The ____________method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

answer

Objective and task

question

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market using simple, repetitive advertising in a variety of media

answer

Awareness

question

In which phase of the product life cycle are sales driven by the loyalty of a small group of customers?

answer

Decline

question

A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.

answer

Mass communication

question

A representative from a nationally known cookie manufacturer is at a local supermarket distributing samples of a new flavor of cookie that the company has just introduced. The cookie manufacturer is implementing ________ in giving away samples of the cookie.

answer

Sales promotion

question

In the maturity phase of the product life cycle, the primary promotional objective is to persuade consumers to ________.

answer

Switch brands

question

____________ is the nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor using the mass media.

answer

Advertising

question

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

answer

Promotion

question

_________ were designed to allow users to alert their friends of their exact whereabouts via their mobile phones.

answer

Goespacial platforms

question

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message to consumers about the company.

answer

Touch point

question

Viral marketing primarily uses ________ communication channels.

answer

Internet

question

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

answer

Personal selling

question

In the communication model, ______ is anything that interferes with effective communication.

answer

Noise

question

The _________ method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

answer

Percentage of sales

question

Today's consumers are increasingly getting information from one another rather than from the original source. This new communication landscape is referred to as ________.

answer

Ground swell

question

Blogs, wikis, and podcasts are all examples of ________.

answer

Social media

question

A newspaper article discussed a lawsuit in which independent video stores accused Blockbuster of engaging in an illegal conspiracy to drive them out of business. What promotion element would Blockbuster most likely use to improve its corporate image, which has been tarnished by these accusations?

answer

Public relations

question

A commercial for Martox compares the speed with which Martox soothes an upset stomach to the speed of Tums antacids. The commercial also emphasizes that Martox is less expensive than Tums. Martox is most likely at which stage of the product life cycle?

answer

Brand ambassador

question

With which type of communication, often erroneously attributed to marketing, does the marketer have the lowest level of control over the message?

answer

Word of mouth

question

Chevrolet runs a promotion whereby consumers can redeem two free single-day ski lift tickets at their local dealer through a test-drive promotion. According to the communication model, the people coming into the dealership to test-drive a vehicle are the ________.

answer

Feedback

question

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

answer

Decoding

question

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses a ________strategy.

answer

Pull

question

an organization or individual that sends a message

answer

soure

question

the process whereby meaning is transferred from a source to a receiver

answer

communication model

question

a social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations

answer

groundswell

question

graphic representations of users of virtual worlds.

answer

avatars

Marketing Crossword Ch. 12 – Flashcards

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