Q&A Hero

Q: _____ 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

Q: Fans of Cheerwine cherry-flavored cola are able to explain why Cheerwine is superior to any other type of cherry cola. They are scattered throughout the southeastern United States and are extremely brand loyal. 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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.

Q: New Moon, the second movie in the vampire love-saga, has been promoted through TV, newspaper, magazine, Web sites, and merchandise. To make sure that all of the promotional messages are coordinated, the studio which produced it 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

Q: Promotion for a brand like Bounce fabric softener includes advertising, sales promotion, and public relations. To successfully launch its new product that attaches to the inside of the dryer and dispenses fabric softener, marketers of this brand need to coordinate all the promotional elements to assure consistency of the message at every contact point where a company meets the consumer. In other words, the marketers of Bounce would need to use: a. coordinational promotion b. integrated marketing communications c. transformational marketing d. creative selling e. transactional communications

Q: 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

Q: 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

Q: 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

Q: According to the AIDA concept, the first step a marketer must achieve with potential customers is: a. attention b. attitude alignment c. action d. adaptation e. adoption

Q: 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

Q: 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

Q: The U.S. government offered consumers "Cash for Clunkers" in which they would receive thousands of dollars toward the purchase of a more fuel-efficient automobile when they traded in an older, inefficient automobile. The goal was to get the old gas guzzlers off the road as well as stimulate the economy when consumers purchased new vehicles. Which promotion tool did the government use to stimulate purchases? a. a sales promotion b. a public relations activity c. advertising d. an implicit communication e. personal selling

Q: 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.

Q: A $1-off coupon for Cascade dishwashing powder is a form of: a. public relations b. sales promotion c. personal selling d. advertising e. publicity

Q: _____ 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

Q: Which promotional tools involves a purchase situation involving a personal, paid-communication between two people in an attempt to influence each other? a. implicit communication b. personal selling c. mass communication d. public relations e. synergistic communication

Q: 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

Q: 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

Q: Marketers use public relations to: a. earn public understanding and acceptance b. communicate with the community in which they operate c. educate the public about company goals d. introduce new products e. do all of these things

Q: 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 e. sales promotion

Q: 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

Q: _____ is any form of impersonal (one way) paid communication in which the sponsor or company is identified. a. Advertising b. Publicity c. Promotion d. Public relations e. Nonpaid communication

Q: Advertising, personal selling, sales promotion, and public relations make up the: a. communication model b. advertising campaign c. marketing mix d. publicity four e. promotional mix

Q: 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

Q: For many years Jell-O gelatin has run advertisements that tell consumers that there is "always room for Jell-O." This is an example of _____ promotion. a. influence b. amusement c. informative d. prevalent e. reminder

Q: _____ 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

Q: 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

Q: 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

Q: The goal of persuasive promotion is to: a. stimulate a purchase or other action b. increase brand awareness c. describe available services d. remind the consumers of where to buy the product e. maintain top-of-mind consumer awareness

Q: The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will explain how plastics protect families from food spoilage and contamination. The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance. By trying to change customers' perception of plastic packaging, the council is using _____ promotion. a. reminder b. persuasive c. declarative d. diffusive e. mass

Q: 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 e. influential

Q: 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

Q: 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

Q: Which of the following is one of the basic tasks typically performed by promotion? a. managing b. organizing c. rewarding d. persuading e. perceiving

Q: 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

Q: Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel, a telecommunications company in Singapore. The campaign let SingTel customers pick their dream couple and follow their lives through a moblog. SingTel used _____ to communicate with its consumers. a. a corporate blog b. an interactive Web site c. narrowcasting d. a noncorporate blog e. a market concentration strategy

Q: When a doctor asks a pharmaceutical sales representative about the side effects of a new drug the rep was informing the doctor about in hopes that he will prescribe it for patients, it was an example of: a. feedback b. decoding c. noise d. indirect transmission e. nonverbal communication

Q: The receiver's response to a message is _____ to the source. a. decoded b. noise c. feedback d. channeled e. static filled

Q: Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures. This is because it is difficult to communicate without an understanding of: a. culture b. locational variants c. gender differences d. income influences e. hypergraphics

Q: The most successful global marketing managers realize that: a. senders of messages can communicate effectively with other cultures even if they know nothing of the other culture b. any message can be considered uniform by easily translating the message into all the other languages c. consumers' cultural environments do not play a large role in the communication process and affect decoding d. it is imperative that every message be completely customized to each subculture e. translation and possible miscommunication of their promotional messages can occur

Q: For communication to be effective: a. marketing managers should use both interpersonal and mass communications b. all steps of the communications process model must take place c. marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas d. advertising messages must be general enough to cover all ages, social classes, and education levels e. marketers should use televised instead of print communication

Q: _____ 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

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

Q: Within the communication process for a car dealer's ad, which of the following would be an example of noise? a. competing ads b. news stories in the newspaper c. the physical surroundings in which the individual reading the ad is located d. the presence of other people while the ad is being read e. all of these

Q: Just as Melanie was in sight of a billboard for the McDonald's, a police car drove by with its lights flashing. Melanie was so concerned with watching where the police car went that she totally missed seeing the fast-feeders billboard. In terms of the communication process, the police car acted as: a. media interruptus b. negative feedback c. static d. explicit communication e. noise

Q: Anything that interferes with, distorts, or slows the transmission of information in the communication process is referred to as: a. media communication b. feedback c. static d. nonpaid communication e. noise

Q: When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand's power and performance. In the communication process, the game served as a(n) ____ for transmitting the message. a. sender b. decoder c. encoder d. channel e. receiver

Q: Tide laundry detergent has been 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

Q: 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

Q: 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

Q: 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

Q: Encoding is the: a. creation of the original ideas and thoughts of a message b. conversion of the sender's ideas and thoughts into a message c. transmission of a message d. receipt and comprehension of a message e. deciphering and understanding of a message

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

Q: All of the following are elements of the communication process EXCEPT: a. encoding b. sender c. channel d. comprehension e. receiver

Q: Chick-fil-A uses cows as its 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

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

Q: Progressive Bank uses billboard, television, newspaper, and magazine advertising to inform consumers about their products. This is an example of _____ communication. a. referential b. mass c. factual d. interpersonal e. public

Q: Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites. The company rep is engaged in: a. telemarketing b. interpersonal communication c. publicity d. mass communication e. crowd selling

Q: Interpersonal communication is: a. nonpaid information such as publicity b. paid communication placed in personal media c. long-distance communication between a business and its target market d. direct face-to-face communication between two or more people e. noise-free communication

Q: The two major categories of communications are: a. primary and secondary b. direct and indirect c. long term and short term d. mass and interpersonal e. informative and persuasive

Q: _____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes. a. Feedback b. Promotion c. Advertising d. Publicity e. Communication

Q: 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

Q: People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt. Advertising for American Magic Lures emphasizes how its lures, unlike others, are all handcrafted. This is its: a. publicity objective b. marketing differentiator c. competitive advantage d. one-to-one marketing advantage e. sales promotional theme

Q: The main function of a promotional strategy is to: a. convince the target customers that a firm's products offer competitive advantages over those of its competition b. find a niche in the marketplace for the firm and its products c. provide the firm with research information about the success of its marketing effort d. create efficient distribution channels e. guarantee control over the length of the stages of the product life cycle

Q: Consumers are looking more toward organic products to avoid exposure to pesticides, fungicides, herbicides, and antibiotics. Kashi provides a variety of products ranging from cereal to frozen dinners that are USDA organic. Being organic and having such a great variety gives Kashi a _____. a. differential parity b. synergistic goal c. competitive advantage d. comparative benefit e. tactical objective for implementing strategy

Q: One or more unique aspects of an organization that causes target consumers to patronize that firm rather than competitors is called: a. comparative differentiation b. competitive advantage c. marketing mix d. special benefit e. promotional plan

Q: The Americans for Balanced Energy Choices has spent $1.3 million on billboard, newspaper, television and radio ads to rally public support for coal-fired electricity. The council 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

Q: The American Plastics Council wants to create more consumer demand for products that are packaged in plastic. The council 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

Q: 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

Q: _____ 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

Q: A costume rental company only runs newspaper advertisements the week before holidays, such as Christmas and Halloween. This is an example of a flighted schedule.

Q: Compare and contrast trading up and suggestive selling.

Q: Define store atmosphere and name and briefly describe the major determinants of store atmosphere.

Q: When retailers decide on location, they have two basic site options: the freestanding store and the shopping center. Briefly describe these location alternatives and discuss the advantages and disadvantages of each location alternative.

Q: What is the first task of developing a retail strategy? What is involved in this task?