Deck 13: Promotion-Introduction to Integrated Marketing Communications

Question 1

Publicity is the nonpersonal presentation of ideas, goods, or services, which are paid for by an identified sponsor.

Answer 1

False
Explanation: Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services (but publicity people are paid).

Question 2

Publicity is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.

Answer 2

False
Explanation: Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services (but publicity people are paid).

Question 3

Sales promotion can be aimed at intermediaries, at final consumers, or even at a firm's own employees.

Answer 3

True
Explanation: Sales promotion may be aimed at consumers, at intermediaries, or at a firm's own employees.

Question 4

Promotion is communicating information between the seller and the potential buyer or others in the channel to influence attitudes and behavior.

Question 5

Direct spoken communication between sellers and potential customers is personal selling.

Question 6

A marketing manager can choose from only two promotion methods-personal selling and mass selling.

Question 7

A major advantage of mass selling is that the source can receive immediate feedback from the receiver.

Question 8

Because publicity is "free," it is usually far less effective than advertising if the firm has a new message.

Question 9

The marketing manager's promotion job is to tell target customers that the right Product is available at the right Place at the right Price.

Question 10

Sales promotion may be aimed at final consumers, retailers, wholesalers, or a company's own employees.

Question 11

Face-to-face communication with large numbers of customers at the same time is mass selling.

Question 12

Spoken communication with large numbers of customers at the same time is mass selling.

Question 13

With personal selling, the company's marketing mix can be adapted to the needs of each target market, but personal selling is usually quite expensive.

Question 14

Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.

Question 15

The promotion part of the marketing mix involves telling target customers that the right product is available at the right place at the right price.

Question 16

Personal selling involves direct spoken communication between sellers and potential customers.

Question 17

Publicity allows a firm to avoid media costs.

Question 18

Mass selling includes both advertising and publicity.

Question 19

When the target market is large and spread out, mass selling may be less expensive than personal selling.

Question 20

More money is spent on media costs for publicity each year than is spent on media costs for advertising.

Question 21

The informing objective in Promotion is simply a matter of educating the consumer about the firm's product.

Question 22

Integrated marketing communications means the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.

Question 23

Deciding on the right promotion blend should be the job of the advertising manager.

Question 24

A sales promotion manager's job is choosing the right media and developing the advertisements.

Question 25

In comparison with other promotion methods, sales promotion can neither be implemented quickly, nor get results quickly.

Question 26

Because the advertising, sales, and sales promotion managers all have similar outlooks and experiences, they usually work together very well to develop the right promotion blend.

Question 27

Developing integrated marketing communications is more difficult when different firms in the channel handle different aspects of the promotion effort.

Question 28

It is the job of a sales promotion specialist to come up with an effective promotion blend.

Question 29

The right promotion blend depends on what the firm want to accomplish-so the objective must be clearly defined.

Question 30

The three general promotion objectives of informing, persuading, and reminding are all concerned with providing more information.

Question 31

Sales promotion is special advertising or personal selling that is aimed at intermediaries in the channel.

Question 32

The four promotion jobs of the AIDA model are to get Attention, to hold Interest, to arouse Desire, and to obtain Action.

Question 33

According to the AIDA model, promotion should try to change Attitudes, shape Intentions, arouse Desire, and cause Activity.

Question 34

The basic idea behind integrated marketing communications is that all firms in a channel of distribution have input in developing the advertising campaign for the product.

Question 35

It is the job of the marketing manager to come up with an effective promotion blend.

Question 36

The general objective of promotion is to affect buyer behavior.

Question 37

The four promotion jobs of the AIDA model are to get Attention, to Inform, to eliminate Doubt, and to change Attitudes.

Question 38

In total, firms spend less money on advertising than on personal selling or sales promotion.

Question 39

A firm that adopts the integrated marketing communications concept tries to coordinate all of its promotion communications to a target customer to convey a consistent and complete message.

Question 40

A point-of-purchase sample given to consumers is a good example of sales promotion.

Question 41

Most direct marketing communications are designed to prompt immediate feedback.

Question 42

Achieving a measurable, direct response from specific target customers is the heart of direct marketing.

Question 43

In addition to mail, direct-response promotion may include telephone, videos, e-mail, and the Internet.

Question 44

The message channel may be as important as the message itself in influencing the receiver.

Question 45

For communication to be effective, there must be a common frame of reference between the source and the receiver.

Question 46

The traditional view of promotion has focused on communication initiated by the seller.

Question 47

Communication often breaks down because the receiver's decoded message is different than the message the source encoded.

Question 48

"Noise" in the traditional communication process is any distraction that reduces the effectiveness of the communication process.

Question 49

In addition to mail, direct-response promotion may include websites, broadcast, e-mail, and interactive media.

Question 50

In the traditional communication process, a receiver tries to deliver a message to a source through a message channel.

Question 51

Integrated direct-response promotion has expanded beyond direct-mail advertising to include other media.

Question 52

Direct-response promotion targets specific individuals who respond directly.

Question 53

The main problem with integrated direct-response promotion is that it's nearly impossible to determine if it's effective.

Question 54

In direct-response promotion, CRM databases have been successful in targeting final consumers but have been of little help in targeting business customers.

Question 55

Direct-response promotion usually relies on a customer relationship management database to target specific prospects.

Question 56

Direct-response promotion targets groups instead of individuals.

Question 57

The traditional view of promotion has focused on communication initiated by the buyer.

Question 58

A major advantage of mass selling is that the source-the seller-can get immediate feedback from the receiver.

Question 59

During the traditional communication process, a source does decoding and a receiver does encoding.

Question 60

Direct-response promotion usually relies on a CRM database.

Question 61

In customer-initiated interactive communication, noise is no longer a factor.

Question 62

In customer-initiated communication, the customer decides how much information to get.

Question 63

The traditional principles of communication are not important in customer-initiated interactive communication.

Question 64

In customer-initiated communication, it is common for the customer to initiate communication with a search process.

Question 65

The idea behind a pulling policy is that customer demand helps to pull the product through the channel.

Question 66

Pushing (a product through a channel) means using normal promotion effort to help sell the whole marketing mix to intermediaries.

Question 67

In customer-initiated interactive communication, marketers must stand up and grab attention in order to be selected by the customer.

Question 68

One reason personal selling is important in promotion to intermediaries is that marketing mixes often have to be adjusted from one geographic territory to another and from one intermediary to another.

Question 69

In customer-initiated communication, the source decides how much information to send.

Question 70

An online interactive approach allows a marketer to customize communication to the needs and responses of the customer.

Question 71

Customer-initiated interactive communication makes it easy for a consumer to get as much information as desired.

Question 72

A pushing effort might include sales promotion as well as personal selling.

Question 73

A complete promotion blend may need to consider channel members (along the channel) as well as customers (at the end of the channel).

Question 74

With new types of interactive promotion, the communication process is often initiated by the buyer.

Question 75

In customer-initiated interactive communication, the most common message channel to use for search is the Internet-and a search engine like Google.

Question 76

In the customer-initiated communication process, marketing managers should simply ignore online information they do not create.

Question 77

In the pushing effort, an intermediary is likely to pay more attention to the producer that offers it the best profit potential.

Question 78

"Pushing" a product through a channel relies on very aggressive promotion to final consumers to try to get them to ask intermediaries for the product.

Question 79

The pushing approach recognizes the value of cooperation among firms in a distribution channel.

Question 80

Online interactive communication enables retailer websites to remember individual customers and automatically recall their past purchases.