Deck 16: Promotional Planning for Competitive Advantage

Question 1

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.

Answer 1

True

Question 2

Compared to the other promotional mix tools,social media offers the fastest feedback.

Answer 2

False
Personal selling offers the fastest feedback.

Question 3

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

Answer 3

False
The explanatory power of this concept has been much debated.

Question 4

Feedback received via social media has not proven especially helpful to marketers.

Question 5

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 6

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

Question 7

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

Question 8

Advertising is any form of impersonal,one-way mass communication in which the sponsor is identified.

Question 9

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

Question 10

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 11

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

Question 12

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

Question 13

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

Question 14

IMC stands for interactive marketing communications.

Question 15

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 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

Effective promotions are designed to either amuse or assist the target audience.

Question 21

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 22

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 23

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 24

_____ 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 25

A _____ is defined as the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition.

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

Question 26

_____ 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 27

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 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

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 30

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 31

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 32

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 33

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 34

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 35

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

Question 36

Consumers are looking more toward organic products to avoid exposure to pesticides,fungicides,herbicides,and antibiotics.Whole Foods Markets provide a variety of products ranging from cereal to frozen dinners that are USDA organic.Being organic and having such a great variety gives Whole Foods a _____.

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

Question 37

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

Question 38

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 39

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 40

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 41

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

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

Question 42

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 43

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 44

Just as Terri was driving in sight of a billboard for Chipotle Mexican Grill,a small child darted out into the street in front of her.Terri was so concerned with avoiding the child that she totally missed the restaurant's billboard.In terms of the communication process,the small child acted as:

A) the decoder
B) negative feedback
C) static
D) the receiver
E) noise

Question 45

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 46

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 47

For many years during the Christmas season,Norelco has run TV commercials featuring an animated Santa Clause riding over snow drifts on his trusty Norelco triple-headed electric razor.Because Norelco is the originator of the communication process,it is the _____.

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

Question 48

Lipton Tea is 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 49

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 50

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 51

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 52

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 53

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

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

Question 54

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 55

_____ 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 56

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

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

Question 57

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 58

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 59

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

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

Question 60

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 61

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 62

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 63

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 64

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) a 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 65

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 66

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 67

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 68

Which of the following products is MOST likely to use reminder promotion?

A) Samsung 3-D television
B) Brother electronic typewriter
C) iPhone
D) Crest toothpaste
E) All of the above.

Question 69

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 70

_____ 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 71

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 72

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 73

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 74

When a doctor asks a pharmaceutical sales representative about the side effects of a new drug the rep was promoting,it was an example of:

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

Question 75

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

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

Question 76

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 77

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

Question 78

_____ 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 79

Which of the following statements about the impact of blogger and social media on the communication model is CORRECT?

A) Feedback gathered via social media is largely impersonal and numbers-driven.
B) Social media enables marketers to personalize the feedback channel by opening the door for direct conversation with consumers.
C) The impact of social media on marketing has been negligible at best.
D) The information generated by market research is much more "natural" as that gleaned from bloggers.
E) All of the above are correct.

Question 80

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