Marketing Exam 3 Chapter 17 – Flashcards
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Ask local radio and television stations to run a favorable story about the film.
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A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has little resources to promote the film. Which promotional element should it employ?
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"Why is the promotion being done?"
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During the planning phase of the promotion program, marketers focus on the "four Ws," which include all of the following, in question form, EXCEPT:
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fees are paid for space or time
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What is the nature of the "paid" aspect of advertising?
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promotional mix
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The combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the __________.
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advertising
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The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.
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maturity
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"To remind" is the promotional objective of which stage of the product life cycle?
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evaluation
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In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the _________ stage.
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persuade
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The promotional objective of the growth stage of the product life cycle is to __________ consumers.
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an increase in the consumer's desire to learn about some of the features of the product or brand.
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In the hierarchy of effects, interest refers to
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databases.
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The result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers are referred to as
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advertising
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A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________.
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direct marketing
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Factors such as differences in payment methods (credit and credit cards), the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.
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White Out
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In the seventh stage of the Dewmocracy 2 campaign, three flavors were introduced in stores so consumers could vote for their favorite. The winner, which was then added to Mountain Dew's product line, was __________.
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remind
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The promotional objective of the maturity stage of the product life cycle is to __________.
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direct orders
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The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.
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promotional
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The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.
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personal selling
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Which of these promotional elements has the highest cost-per-contact or exposure?
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source
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A company or person who has information to convey during the communication process is referred to as a(n) __________.
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There may be inconsistency in the presentation of the message from one salesperson to another.
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Which of the following statements describes a disadvantage associated with personal selling?
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she spent her promotional dollars effectively.
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A marketing manager at Ford computed the promotion-to-sales ratio for Ford, GM, and the auto industry itself. She found that Ford's ratio was 2.8 percent, GM's ratio was 4.5 percent, and the auto industry average was 3.2 percent. She then realized
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personal selling
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Which of the following types of promotion uses customized interaction?
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specify the promotion objectives
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During the planning phase of an IMC program, a firm will identify the target audience, __________, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.
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encode
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When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to the 18 to 34 age group. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market.
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publicity
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A restaurant review published in the local newspaper is an example of __________.
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the consumer's ability to recognize and remember the product or brand name.
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In the hierarchy of effects, awareness is defined as
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encoding
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The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________.
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interest
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In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the _________ stage.
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8%
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Direct marketing currently accounts for about _________ of the total U.S. gross domestic product.
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the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
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In the feedback loop, feedback refers to
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a consistent message across all audiences
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Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide __________.
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posttest the promotion
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During the evaluation phase of an IMC program, a firm will __________ and make needed changes.
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sales promotions
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Coupons, rebates, samples, and sweepstakes are all examples of __________.
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direct marketing
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The promotional mix includes advertising, personal selling, sales promotion, public relations, and __________.
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all-you-can-afford budgeting
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Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?
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publicity
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Imagine a small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher. Which promotional element should it use to communicate its discovery?
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the consumer's appraisal of the product or brand on important attributes.
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In the hierarchy of effects, evaluation refers to
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extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
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In the communication process, noise refers to
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message
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The information sent by a source to a receiver during the communication process is referred to as ___________.
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share of market
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Another name for competitive parity budgeting is __________ budgeting.
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measurable
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Promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be
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the result of a direct marketing offer designed to generate interest in a product or service, and a request for additional information.
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Lead generation refers to
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a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.
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Public relations refers to
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"Can't read? Let us help. Free literacy classes."
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Which of the following messages represents a potential communication error?
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personal selling
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Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?
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the consumer's first actual purchase and use of the product or brand.
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In the hierarchy of effects, trial refers to
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direct-to-consumer
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Pharmaceutical companies now spend more than $4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.
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decline
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Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?
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noise
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The marketing manager from a heavy-equipment manufacturer in Dallas, Texas, was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered __________.
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a properly encoded message may be sent through the wrong channel and never make it to the receiver
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Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols, (2) __________, (3) the receiver may not properly transform the set of symbols into the correct abstract idea, or (4) feedback may be so delayed or distorted that it is of no use to the sender.
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matching competitors
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Another name for competitive parity budgeting is __________ budgeting.
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objective and task budgeting
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Which form of promotion budgeting most closely relates to the marketing concept?
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the collection of data from businesses where customers have shopped allows marketers to satisfy their customers' needs more effectively by customizing programs specifically for them.
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Consumers are often concerned that some marketing efforts are invading their privacy. While this is a legitimate concern to consumers, the explanation by many marketers is that
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public relations
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A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as __________.
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mass selling
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Advertising, sales promotion, and public relations are often said to use _________ because they are used with groups of prospective buyers.
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traditional promotion tools and new social media.
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The new integrated marketing communications approach for Mountain Dew utilizes
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three
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Carrying out the promotion program can be expensive and time consuming. One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.
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a response
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In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as __________.
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a company or person who has information to convey during the communications process.
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A source refers to
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noise
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Each year, advertisers spend millions of dollars during the Super Bowl half-time show. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication.
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generate traffic
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Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. She went to the antique mall the next day to consider buying an antique lamp. With respect to Pauline, the postcard from the antique mall was a form of direct marketing used to __________.
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can add names to qualify for U.S. postal discounts.
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When the number of catalogs being sent to individual carrier routes is small, a database
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target audience
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The group of prospective buyers toward which a promotion program is directed is referred to as a
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personal selling
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Wasted coverage can be reduced by which of method of promotion?
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an aircraft
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The proper blend of elements in the promotion mix depends on a product's characteristics. Personal selling would most likely be used to sell __________.
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growth
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"To persuade" is the promotional objective of which stage of the product life cycle?
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a nonpersonal, indirectly paid presentation of an organization, product, or service.
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Publicity refers to
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high absolute costs
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Which of the following is an inherent weakness of advertising?
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pull
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The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n) __________ promotional strategy.
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percentage of sales
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In which sales budgeting approach is the amount of money spent based on past or anticipated sales?
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persuade them to try in
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The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product, (2) __________, and (3) remind them later about the benefits they enjoyed by using the product.
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channel of communication
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L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of (a) __________.
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competitive party
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Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.
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publicity
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Travelers throughout the world have relied on Frommer's guides such as Italy from $90 a Day. These books outline out-of-the-way, inexpensive restaurants and hotel, giving invaluable _________ to these establishments.
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carry out the promotion
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During the implementation phase of an IMC program, a firm will pretest the promotion and __________.
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phase out
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The promotional objective of the decline stage of the product life cycle is to __________.
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feedback
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After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________.
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Their effectiveness diminishes when used continuously.
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Which of the following weaknesses is associated with sales promotions?
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the information sent by a source to a receiver during the communication process.
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In a marketing context, a message refers to
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a channel of communication
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Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, __________, a receiver, and the processes of encoding and decoding.
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promotional mix
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The __________ can be used to inform prospective buyers about the benefits of the product.
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the different departments responsible for implementing the sales promotion strategy and tactics.
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All of the following factors are used to BALANCE the use of the promotional mix elements EXCEPT:
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catalogs
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All of the following are examples of sales promotion tools EXCEPT:
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fields of experience
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When an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________.
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1 Million
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The first Mountain Dew Dewmocracy campaign asked consumers to choose the next Dew's flavor, color, name, and graphics. How many people participated in the process that resulted in Voltage being introduced to the market?
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receivers
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In the communication process, the 18-to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.
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integrated marketing communications.
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To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for
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direct marketing
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Which of the following types of promotion uses customized interaction?
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potential customers must give permission to include their name on a list for direct marketing solicitations.
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Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Italy and Denmark, have requirements for mandatory "opt-in"—that is,
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adoption
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The fifth stage in the hierarchy of effects is __________.
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endocing
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In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of __________.
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sales promotion
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Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teen-aged boys who don't watch much TV. P&G did grassroots marketing, including handing out samples at skateboarding events and sponsoring a contest for high-school football player of the year. P&G emphasized which promotional element in this example?
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a receiver
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Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, __________, and the processes of encoding and decoding.
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QR codes
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Which of the following is the newest way to engage consumers?
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pull strategy
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Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n) __________.
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pretesting
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In the communication process, _________ ensure(s) that messages are decoded properly.
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the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.
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Personal selling refers to
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source
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Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.
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personal selling
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The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as
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matching a competitor's absolute level of spending or the proportion per point of market share.
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Competitive parity budgeting refers to
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("A") a source; "(B") encode; ("C") message; ("D") decode; ("E") receiver; ("F") field of experience; ("G") noise; ("H") feedback; ("I") response; and ("J") feedback loop. Communication is the process of conveying a message to others, and it requires six elements: a source ("A"); a message ("C"); a channel of communication; a receiver ("E"); and the process of encoding and decoding ("B" and "D"). For the message to be communicated effectively, the sender and receiver must have a mutually shared field of experience ("F"), which is a similar understanding and knowledge they apply to the message. Finally, a response ("I") is the impact the message had on the receiver's knowledge, attitudes, or behaviors, and feedback ("H") is the sender's interpretation of the response and indicates whether the message was decoded and understood as intended.
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communication process
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in-store free samples
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All of the following are forms of direct marketing EXCEPT:
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sales promotion
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A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.
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Introduction—to inform; Growth—to persuade; Maturity—to remind; and Decline—to phase out.
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promotional objective of each stage of the product life cycle
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complexity
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The Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses and when worn makes the user think he or she is watching a 52-inch television. An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works. This Olympus Eye Trek is most likely high in __________.
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noise
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Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies by using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely the result of __________.
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intermediaries
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Many promotional efforts are focused towards __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.
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the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
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Direct orders refer to
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Direct marketing offers many benefits to consumers: (1) they don't have to go to a store; (2) they can usually shop 24 hours a day; (3) buying direct saves time and money; (4) they avoid hassles with salespeople; (5) it's fun and entertaining; (6) direct marketing offers more privacy than in-store shopping; and (7) many customers believe direct marketing provides great customer service.
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Benefits of direct marketing
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awareness
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In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the _________ stage.
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audit
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An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC
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objective and task budgeting
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Which of the following is the best approach to promotion budgeting?
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advertising
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When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?
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personal selling
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The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.
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a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.
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A field of experience refers to
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direct marketing
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Amazon.com, a successful online retailer, manages an extensive database that includes customers' names and their tastes in books, among other products. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses
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decline
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What stage of the product life cycle is a period when little money is spent in the promotional mix?
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risk
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The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, __________, and ancillary services.
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Messages may differ between salespeople. (1) extremely high expense per exposure; (2) messages may differ between salespeople; (3) the costs to produce and place a message are significant; and (4) the lack of direct feedback makes it difficult to know how well the message was received.
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Which of the following in an inherent weakness of personal selling?
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Advertising can communicate specific product benefits to prospective buyers.
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Which of the following statements about advertising is most accurate?
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advertising is more helpful than personal selling.
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In the prepurchase stage of the consumer purchase decision process,
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gains from the sales promotion are often temporary and sales drop off when it ends.
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Sales promotions cannot be the sole basis for a promotional campaign because
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the result of a direct marketing offer designed to generate interest in a product or service, and a request for additional information.
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Lead generation refers to
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The promotional mix can be influenced by the product's life cycle, characteristics of the product, purchase decision stage of the buyer, and the channel of distribution.
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Which of the following statements regarding the promotional mix is most accurate?
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directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
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A push strategy is when a manufacturer
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awareness
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The first stage in the hierarchy of effects is __________.
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any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
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Advertising refers to
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sales promotion
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A food warehouse store got a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, needs to sell it quickly to consumers. Which promotional element should be used?
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direct marketing
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Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and __________. direct marketing
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target audience
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Promotional programs are specifically directed toward a group of prospective buyers, or a(n) __________.
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obtaining insights regarding consumers' interests and behavior.
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The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of
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groupon
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All of the following are examples of direct marketing tools EXCEPT:
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developing
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The actions a firm takes during the promotion decision process include __________, executing, and assessing the promotion program.
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decoding
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The process of having the receiver take a set of symbols, the message, and transforming them back to an idea during the communication process is referred to as __________.
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a consistent message across audiences.
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Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide
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sales promotion
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A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.
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channel of communication
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The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver is referred to as a(n) __________.
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receivers
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Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________.
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the technical sophistication of the product and the amount of understanding required to use it.
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With respect to a product's characteristics, complexity refers to
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a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.
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A field of experience refers to
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personal selling
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Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?
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select the right promotional tools
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During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, __________, design the promotion, and schedule the promotion.
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measurable
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No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be
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promotional mix
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The __________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.
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To fully benefit from IMC programs, companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations.
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Which of the following statements about executing and evaluating the promotion program is most accurate?
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customized
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Direct marketing has the advantage of being __________ to match the needs of specific target markets.
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number (#) of unit of sales
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All of the following are methods described in the textbook that firms use to set their promotion budgets EXCEPT:
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public relations
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Press conferences and image management are tools used by a firm's __________ department.
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personal selling only
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During the postpurchase stage of the consumer purchase decision process, marketers want to reduce postpurchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?
