Deck 29: Marketing Communications

Question 1

Publicity is free.

Answer 1

False
Preparing news releases,staging special events,and persuading media to broadcast them cost money.

Question 2

Benedict and Taapo are arguing about newspaper publicity.Benedict says favorable publicity is free--hence the phrase,"free publicity." Taapo says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers.Benedict has a more accurate grasp of the definition of publicity.

Answer 2

False
Publicity is not free.Preparing news releases,staging special events,and persuading media to broadcast them cost money.

Question 3

Informative promotion is used to keep the product and brand name in the public's mind.

Answer 3

False
This is the function of reminder promotion.

Question 4

Nature Valley uses popular magazines,radio,and cable television to promote its brand of trail mix.Nature Valley uses mass communication.

Question 5

Communication via telephone is not considered personal selling because it is not face-to-face.

Question 6

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

Question 7

A U.S.manager is working with some Indonesians who do not speak English.In attempting to exchange information,they are using symbols to assign meanings to the facts the manager hopes to convey.This is an example of communication.

Question 8

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 9

Maddie's Beverage Company has recently introduced Wateroos,eight-ounce servings of water in juice-style containers with straws,to encourage children to drink more water.Since this product is in the introductory stage of the product life cycle and as yet has no direct competition,Maddie's promotional objective should be persuasion.

Question 10

If Charles Schwab Mutual Funds Investment Broker were to study its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

Question 11

Marketers targeting consumers in foreign countries must worry about the translation and possible miscommunication of their promotional messages by other cultures.

Question 12

One way of conveying a message that the receiver will hear properly is to use abstract words and pictures.

Question 13

Advertising is impersonal,one-way mass communication about a product or organization that is paid for by a marketer.

Question 14

A person buying a Valentine's Day gift for a significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for his or her mail carrier.

Question 15

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended.Its radio ads contain music that its target market does not like,and its spokesperson has a very nasal voice that sounds as though he has a perpetual cold.These are examples of noise in the communications process.

Question 16

Sales promotion consists of all marketing activities other than personal selling,advertising,and public relations that stimulate consumer buying and dealer effectiveness.

Question 17

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 18

AIDA is an acronym for attention,interest,desire,and action.

Question 19

It's been a few years since odor-free paint hit the market,and a paint manufacturer estimates the paint to be in the growth stage of its product life cycle.With all the competition in the industry today,the manufacturer should use promotions that persuade buyers of odor-free paint to purchase its brand over all others.

Question 20

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

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

All promotion,especially advertising,is reduced as a product enters the decline stage.However,personal selling and sales promotion efforts might be maintained,especially at the retail level.

Question 23

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 24

Rosarita is responsible for developing a plan for the optimal use of advertising,personal selling,sales promotion,and public relations.Rosarita is developing a:

A) promotional strategy.
B) set of promotion goals.
C) marketing mix.
D) communication mix.
E) selling plan.

Question 25

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

Question 26

A _____ is defined as a unique aspect of an organization that causes target consumers to patronize that firm rather than competitors.

A) comparative differentiation
B) competitive advantage
C) marketing mix
D) special benefit
E) promotional plan

Question 27

In 2008,the NBC television network used advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new show My Own Worst Enemy.The television network's _____ described its plan on how to use these tools most effectively.

A) mass communication mix
B) promotional strategy
C) selling plan
D) marketing mix
E) strategic goals

Question 28

Vegetarians sometimes have trouble making sure they get enough protein in their diets.Protons are a new,poppable snack made with super-crunchy tofu.They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy,Backyard Bar-B-Q,Tomato Herb Garden,Cinnamon Toast,and Lemon Meringue Pie.Protons' features,including that they are organic,vegan,and cholesterol free,give the new product its:

A) differential parity.
B) synergistic goal.
C) competitive advantage.
D) comparative benefit.
E) tactical objective for implementing strategy.

Question 29

_____ is communication by marketers that informs,persuades,and reminds 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 30

In terms of the AIDA process,public relations has its greatest impact in gaining attention and interest for a company,good,or service.

Question 31

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

Question 32

The National Pork Board wants to create more consumer demand for pork products.The board 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 33

The AIDA concept can be used to explain how all promotions influence purchase decisions.

Question 34

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 35

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sun porch 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 36

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 37

While talking to Mr.and Mrs.Knighton,the appliance salesperson described one of the refrigerators as "a real money saver" and "a true bargain," but he also kept looking down at his feet and shuffling around.His nonverbal cues:

A) create subservient selling.
B) create differential disadvantages.
C) are part of how he communicated to the Knightons.
D) are a type of marketing mix feedback.
E) will not affect interpersonal communications.

Question 38

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 39

One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices.

Question 40

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 push strategy.

Question 41

_____ is the interpretation of the language and symbols sent by a source through a channel.

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

Question 42

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine.Because it was the originator of the communication process,Meridian acted as a:

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

Question 43

_____ is anything that interferes with,distorts,or slows down the transmission of information.

A) Media communication
B) Feedback
C) Static
D) Nonpaid communication
E) Noise

Question 44

The maker of Frank's RedHot pepper sauce spent $25,000 to create an ad that was targeted to consumers in the southwestern U.S.market.Because it created the ad itself and did not use an ad agency,Frank's RedHot sauce engaged in:

A) channeling.
B) creating noise.
C) receiving.
D) decoding.
E) encoding.

Question 45

Usborne Books consultants sell books directly to customers via presentations in customers' homes,at book fairs and community events,and at craft shows.Usborne consultants are engaged in:

A) telemarketing.
B) interpersonal communication.
C) publicity.
D) mass communication.
E) crowd selling.

Question 46

Campbell's soup 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 47

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 48

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 49

The two major categories of communications are:

A) verbal and nonverbal.
B) direct and indirect.
C) long term and short term.
D) mass and interpersonal.
E) informative and persuasive.

Question 50

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 51

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 52

For its new Jeep Compass,DaimlerChrysler has launched a new campaign targeting young,hip consumers.To reach its target,DaimlerChrysler's advertising agency is using music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers.The ad agency is acting as the _____ of the message.

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

Question 53

USA cable television uses billboard,television,magazine,and newspaper advertising to inform television viewers about new episodes of Monk,a popular television series.USA uses _____ communication.

A) referential
B) mass
C) factual
D) interpersonal
E) public

Question 54

Which of the following is NOT a disadvantage a firm using mass communication might experience?

A) Inability to assess customer reactions to the promotion immediately
B) Clutter from competitors' messages
C) Distractions around the consumer at the time of receipt of the message
D) Inability to know exactly who is receiving the message
E) Great expense on a per person exposed basis

Question 55

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 56

The marketing campaign for Alpo 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,Alpo uses several different:

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

Question 57

The communication process itself consists of:

A) message, media, and transmittal.
B) source, receiver, and channel.
C) sender, receiver, and message.
D) encoding, decoding, channel, sender, and receiver.
E) comprehension, noise, and feedback.

Question 58

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

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

Question 59

Just as Grace was in sight of a billboard for the Riverbend Antique Mall,a police car drove by with its lights flashing.Grace was so concerned with watching where the police car went that she totally missed seeing the mall's 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 60

For its new Jeep Compass,DaimlerChrysler launched a campaign targeting young,hip consumers.To reach its target,Jeep's advertising agency used music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency devised a host of bobblehead characters that represented the wide variety of potential Compass buyers.DaimlerChrysler was the _____ of the message in this communication process.

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

Question 61

What are the four basic tasks of promotion?

A) Informing, persuading, instituting and convincing
B) Persuading, convincing, remixing, and reminding
C) Informing, providing, convincing, and reminding
D) Informing, persuading, reminding, and connecting
E) Persuading, implementing, comparing, and reminding

Question 62

Persuasion normally becomes the primary promotion goal when:

A) a firm is trying to increase brand awareness.
B) the product enters the growth stage of the product life cycle.
C) selling a highly technical product.
D) reminding consumers where to buy the product.
E) new products are in early stages of the product life cycle.

Question 63

_____ 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 64

_____ 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 65

Vera ordered the Chihuahua Christmas ornament she saw advertised in the Sunday coupon supplement by phoning The Danbury Mint and placing her order.In terms of the communication process,Vera's purchase was an example of:

A) feedback.
B) noise.
C) implicit communication.
D) channeled communication.
E) message encoding.

Question 66

When Heinz introduced its ketchup globally,it first had to deal with the fact that 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.

A) reminder
B) persuasive
C) informative
D) compulsive
E) influential

Question 67

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 68

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 wanting to promote their products give e-mail a chance to show what it can do.This promotion has the task of:

A) persuading.
B) informing.
C) reminding.
D) suppressing.
E) rewarding.

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

Because marketers do not control consumers' comments on social media sites such as Twitter and Facebook:

A) there is a chance that comments and postings will be negative.
B) any comments consumers leave are virtually useless to marketers.
C) filtered feedback channel has been created.
D) most consumers do not trust the comments they read there.
E) any feedback marketers receive there will be impersonal.

Question 71

Ernest has three engineering degrees.He has hired an interior decorator to update his home.He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements that the designer is unable to understand.Yet Ernest has the same problems when the designer starts talking about mauve,cerise,and magenta.Why is the communication process not working in this instance?

A) The designer is not intelligent enough to understand engineering.
B) Noise is interfering with both encoding and decoding.
C) The wrong medium has been used.
D) The sender and receiver do not share overlapping frames of reference.
E) Personal selling should not be used to market this type of product.

Question 72

The goal of persuasive promotion is to:

A) stimulate a purchase or an 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 73

Maddie's Beverage Company has recently introduced Wateroos,eight-ounce servings of water in juice-style containers with straws,to encourage children to drink more water.The goal of promotion developed for this new healthy alternative beverage for children would be to _____ consumers.

A) inform
B) remind
C) prompt
D) influence
E) encourage

Question 74

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage.The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n)_____ format because the product is so technical.

A) influencer
B) persuasive
C) reminder
D) reseller
E) informative

Question 75

When Becca saw the ad suggesting Subway sandwiches as a dinner meal,she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice.In terms of the communication process,Becca:

A) correctly encoded the message.
B) created a longer than normal communication channel.
C) improperly decoded the message.
D) had no feedback.
E) improperly encoded the message.

Question 76

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 made a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites.When one of the entrepreneurs ordered its Web address printed on 25,000 bags,it was an example of:

A) feedback.
B) decoding.
C) Noise.
D) indirect transmission.
E) nonverbal communication.

Question 77

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 78

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 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

For its new Jeep Compass,DaimlerChrysler came out with a new campaign targeting young,hip consumers.To reach its target,DaimlerChrysler used music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.These communications were directed at the _____,the persons who would decode the message.

A) senders
B) receivers
C) encoders
D) channels
E) communicators