Deck 16: Promotional Planning for Competitive Advantage

Question 1

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

Answer 1

True
Sales promotion is a short-run tool used to stimulate increased demand.

Question 2

IMC stands for interactive marketing communications.

Answer 2

False
IMC stands for integrated marketing communications.

Question 3

Corporate blogs are those monitored by major search engines such as Google and Yahoo!

Answer 3

False
Corporate blogs are those sponsored by a company or one of its brands and maintained by one or more of the company's employees.

Question 4

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Question 5

Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.

Question 6

Even though a message is received,it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.

Question 7

In terms of the AIDA process,public relations has its greatest impact in gaining action from the targets of the message.

Question 8

The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

Question 9

Compared to the other promotion mix tools,personal selling offers the marketer the greatest control over the situation.

Question 10

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended because there are so many advertisements on television and in the magazines in which it advertises. The other ads are examples of noise in the communication process.

Question 11

The key benefit of the AIDA concept is that it explains how all promotions influence purchase decisions.

Question 12

If a business studied its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

Question 13

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

Question 14

The elements of the promotional mix include advertising,sales promotion,personal selling,and competitive advantage.

Question 15

Coca-Cola uses popular magazines,radio,and cable television to promote its products.Coca-Cola uses mass communication.

Question 16

AIDA is an acronym for Attention-Interaction-Desire-Action.

Question 17

When a marketer sends a message to the target market,the marketer must first decode the symbols used.

Question 18

Advertising is any form of impersonal (one-way)paid communication in which the sponsor is identified.

Question 19

Promotion is the process by which we exchange or share meanings through a common set of symbols.

Question 20

Effective promotions are designed to either inform,persuade,or remind the target audience.

Question 21

_____ 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

Question 22

_____ 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

Question 23

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

Question 24

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

Question 25

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

Question 26

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

Question 27

Marketers typically use either a push or a pull strategy exclusively.

Question 28

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

Question 29

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

Question 30

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

Question 31

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

Question 32

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

Question 33

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

Question 34

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

A) mass
B) feedback-proof
C) referential
D) interpersonal
E) public

Question 35

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

Question 36

A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed,loyal to the product in question,and geographically widely scattered.

Question 37

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

Question 38

One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.

Question 39

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a pull strategy.

Question 40

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

Question 41

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

Question 42

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

Question 43

The _____ is the originator of the message in the communication process.

A) communicator
B) encoder
C) channeler
D) sender
E) receiver

Question 44

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

Question 45

Publix is a grocery chain operating mainly in the southeast.Every Thanksgiving they have ads where pilgrim salt and pepper shakers act out at the dinner table.Because Publix is the originator of the communication process they are the _____.

A) channel
B) noise filter
C) receiver
D) decoder
E) sender

Question 46

The marketing campaign for Purina One dog food uses posters in veterinarians' offices,radio and television ads,and a Web site to promote benefits of the dog food.In terms of the communication process,Purina One used several different:

A) source of feedback
B) channels
C) encoders
D) decoders
E) noise interrupters

Question 47

Chick-fil-A uses cows as their 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

Question 48

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

Question 49

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

Question 50

The person who decodes a message in the communication process is called the:

A) target
B) audience
C) channel
D) receiver
E) recipient

Question 51

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

Question 52

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

Question 53

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

Question 54

_____ is the conversion of the sender's ideas and thoughts into a message.

A) Development
B) Envelopment
C) Processing
D) Decoding
E) Encoding

Question 55

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

Question 56

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

Question 57

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

Question 58

All of the following are elements of the communication process EXCEPT:

A) encoding
B) sender
C) channel
D) comprehension
E) receiver

Question 59

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

Question 60

_____ 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

Question 61

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

Question 62

_____ 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

Question 63

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

Question 64

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

Question 65

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

Question 66

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

Question 67

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

Question 68

Starbucks is using a blog to communicate with customers online.The blog is called Ideas in Action.This is an example of:

A) a corporate blog
B) an interactive Web site
C) narrowcasting
D) a noncorporate blog
E) a market concentration strategy

Question 69

The receiver's response to a message is _____ to the source.

A) decoded
B) noise
C) feedback
D) channeled
E) static filled

Question 70

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

Question 71

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

Question 72

_____ 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

Question 73

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

Question 74

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

Question 75

Which type of blog is sponsored by a company or one of its brands and maintained by one or more of the company's employees?

A) interactive blog
B) corporate blog
C) monitored blog
D) commercial blog
E) structured blog

Question 76

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

Question 77

Which of the following is one of the basic tasks typically performed by promotion?

A) managing
B) organizing
C) rewarding
D) persuading
E) perceiving

Question 78

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

Question 79

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

Question 80

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