Q&A Hero

Q: Which of the following types of promotion uses customized interaction? a. advertising b. public relations c. sales promotion d. personal selling e. publicity

Q: In a promotional sense, customized interaction refers to a. the creation of unique products based upon the needs and wants of individual consumers. b. the translation of a company's message into multiple languages for use in advertising in different countries or regions. c. personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. d. the creation of different promotional campaigns based on gender, age, or ethnicity. e. the use of different images (such the covers of Sports Illustrated) to reach different product groupings.

Q: Which of the following would be LEAST LIKELY to be used for mass selling? a. advertising b. public relations c. sales promotion d. publicity e. personal selling

Q: Advertising, sales promotion, and public relations are often said to use _________ because they are used with groups of prospective buyers. a. cooperative selling b. mass selling c. customized selling d. collection selling e. bulk selling

Q: Figure 1. To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 1. above, the promotional element labeled "E" represents _________. a. advertising b. personal selling c. public relations d. sales promotion e. direct marketing

Q: Figure 1. To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 1. above, the promotional element labeled "D" represents _________. a. advertising b. personal selling c. public relations d. sales promotion e. direct marketing

Q: Figure 1. To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 1. above, the promotional element labeled "C" represents _________. a. advertising b. personal selling c. public relations d. sales promotion e. direct marketing

Q: Figure 1. To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 1. above, the promotional element labeled "B" represents _________. a. advertising b. personal selling c. public relations d. sales promotion e. direct marketing

Q: Figure 1. To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 1. above, the promotional element labeled "A" represents _________. a. advertising b. personal selling c. public relations d. sales promotion e. direct marketing

Q: Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's __________. a. cooperative advertising b. marketing mix c. media strategy d. promotional mix e. communication source

Q: Each year, advertisers spend millions of dollars during the Super Bowl half-time show. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication. a. distraction b. diversion c. ineffective encoding d. information overload e. noise

Q: The marketing manager from a heavy-equipment manufacturer in Dallas, Texas, was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered __________. a. an encoding error b. a decoding error c. culture shock d. noise e. distortion

Q: Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies by using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely the result of __________. a. feedback disruption b. noise c. a decoding error d. a communication barrier e. message interference

Q: In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as a. noise. b. clutter. c. feedback. d. distortions. e. annoyances.

Q: In the communication process, noise refers to a. any unsolicited response from consumers or potential consumers regarding a company's message. b. any communication with consumers who are not in the target audience. c. extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process. d. the use of colors, words, sounds, or images that make an otherwise simple message more complex. e. a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.).

Q: In the communication process, _________ ensure(s) that messages are decoded properly. a. responses b. replies c. feedback d. pretesting e. looping

Q: In the feedback loop, feedback refers to a. the sender's interpretation of the response that indicates whether the message was decoded and understood as intended. b. the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. c. a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process a message loop. d. any unsolicited response from consumers or potential consumers regarding a company's message. e. extraneous factors that can work against effective communication by distorting a message or the feedback received.

Q: After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________. a. encoding b. receiver response c. feedback d. noise e. message loop

Q: Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, the mailing in of the postcard with a request for further information is an example of __________. a. a stimulus b. a field of experience c. a response d. noise e. a feedback loop

Q: Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created a(n) __________. a. stimulus b. exposure c. field of experience d. subconscious impulse e. response

Q: What value does direct marketing provide customers?

Q: In a feedback loop, a response refers to a. the number of times a consumer must hear a message before it can be accurately decoded. b. the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. c. the positive or negative feedback that a consumer expresses immediately after exposure to a company's message. d. the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words. e. the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.

Q: What is best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Q: In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as __________. a. feedback b. a field of experience c. noise d. a response e. a hierarchy of effects

Q: Several methods can be used to set the promotion budget. Identify and discuss four methods.

Q: A _________ consists of a response and feedback. a. feedback loop b. consequence c. source reaction d. primary significance e. concept effect

Q: Explain what the hierarchy of effects is. List and explain the five stages.

Q: The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students. a. create common ground for b. create noise in c. effectively decode d. develop a mutually shared field of experience with e. back translate

Q: The promotion decision process is divided into (1) developing, (2) executing, and (3) evaluating the promotion program. Development of the promotion program focuses on the four Ws. What are they?

Q: Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience? a. The name of the product, when translated into Greek, has an unintentional meaning. b. Her target audience is strongly ethnocentric. c. The trade journals in which the company wants to run its ads do not accept ads from foreign companies. d. A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her. e. The ads are in trade journals that Greek hospital administrators don"t read.

Q: Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Q: When an English-speaker reads the KFC slogan "Finger-lickin" good!," he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________. a. product consumption behaviors b. fields of experience c. channels of communication d. educational systems e. advertising appeals

Q: Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?

Q: For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar __________ they apply to the message. a. common ground b. national, regional, or ethnic origin c. understanding and knowledge d. feeling e. psychographics

Q: What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.

Q: A field of experience refers to a. the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.). b. the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.). c. a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect decoding of the sender's message. d. a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect encoding of the sender's message. e. a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Q: Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Q: A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________. a. common ground b. field of experience c. McLuhanism d. hermeneutics e. back translation

Q: What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Q: Which of the following messages represents a potential communication error? a. "Once-in-a-lifetime offer!" b. "Buy one, get one free!" c. "Can"t read? Let us help. Free literacy classes." d. "Great part-time job opportunity; transportation required." e. "Two bottled waters for $3.00 or $1. apiece."

Q: What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Q: Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) __________; or (4) feedback may be so delayed or distorted that it is of no use to the sender. a. in an attempt to be creative, the encoder creates a message with too much noise b. there is no interest on the part of the receiver because the product itself is inadequate c. the communications channel is not properly developed d. the message is considered too ordinary because there is too broad a field of experience e. the receiver may not properly transform the set of symbols into the correct abstract idea

Q: What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Q: Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________. a. the communications channel is not properly developed b. there is no interest on the part of the receiver c. feedback may be so delayed or distorted that it is of no use to the sender d. the message is considered too ordinary because there is too much field of experience e. the encoder is inexperienced, resulting in too much noise

Q: What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Q: Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols, (2) __________, (3) the receiver may not properly transform the set of symbols into the correct abstract idea, or (4) feedback may be so delayed or distorted that it is of no use to the sender. a. a properly encoded message may be sent through the wrong channel and never make it to the receiver b. in an attempt to be creative, the encoder creates a message with too much noise c. the communications channel is not properly funded d. the message is considered too ordinary because there is too broad a field of experience e. there is no interest on the part of the receiver because the product itself is inadequate

Q: What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Q: After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean. a. integrating b. transforming c. translating d. decoding e. encoding

Q: Identify and briefly describe each of the five promotional elements.

Q: After watching a 30-second commercial from Jarrod's fine jewelry, Mariah was certain the brooch she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of __________. a. integrating b. sending c. decoding d. messaging e. encoding

Q: Figure 1. Figure 1. above depicts the communication process, which consists of ten key elements ("A" through "J"). Identify and briefly describe each of the ten elements.

Q: The process of having the receiver take a set of symbols, the message, and transforming them back to an idea during the communication process is referred to as __________. a. decoding b. encoding c. integrating d. back translation e. transformation

Q: List and briefly describe the key elements of the communication process.

Q: Decoding refers to a. receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning. b. having a receiver take a set of symbols, the message, and transform them back to an idea. c. receiving a message that requires integration of new information to fully understand the intended meaning. d. having the sender transform an abstract idea into a set of symbols that can be universally understood. e. having a sender take a set of symbols, the message, and transform them back to an idea.

Q: List the key elements of the promotional mix. Why are they used?

Q: When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to the 18 to 34 age group. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market. a. respond b. discuss c. decode d. encode e. feedback

Q: The Mountain Dew Dewmocracy 2 campaign was an integrated marketing communications campaign that used many media alternatives. Mountain Dew managers believe that the approach "uniquely situates Mountain Dew in the consumer landscape as __________." a. a luxury brand b. a low-cost substitute c. a brand for the people, by the people d. a category killer e. a hillbilly beverage

Q: In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of __________. a. noise b. receiving c. encoding d. decoding e. messaging

Q: In the seventh stage of the Dewmocracy 2 campaign, three flavors were introduced in stores so consumers could vote for their favorite. The winner, which was then added to Mountain Dew's product line, was __________. a. Supernova b. Typhoon c. Distortion d. White Out e. Voltage

Q: The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________. a. decoding b. encrypting c. message formation d. advertising e. encoding

Q: Mountain Dew's Dewmocracy 2 campaign featured a seven-stage process. Stage One involved a. designing a label for the can. b. a truck stop tour with samples of new flavors. c. fans organizing into "flavor nations." d. color selection. e. naming the product.

Q: In the communication process, the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________. a. purchasers b. the target market c. wasted coverage d. receivers e. encoders

Q: The first Mountain Dew Dewmocracy campaign asked consumers to choose the next Dew's flavor, color, name, and graphics. How many people participated in the process that resulted in Voltage being introduced to the market? a. 100,000,000 b. 10,000,000 c. 1,000,000 d. 100,000 e. 10,000

Q: The term "receivers" refers to a. only those consumers who read, hear, or see a message about a product or service and then choose to buy it. b. consumers who read, hear, or see the message sent by a source during the communication process. c. a firm that obtains a basic message or theme from its advertising agency and translates that vision into a useable IMC campaign. d. promotional firms that select the best channels through which to convey advertising messages. e. customers who read, hear, or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs.

Q: The general concept of the Mountain Dew Dewmocracy campaigns is to: a. reduce advertising costs. b. attract serious athletes. c. use Mountain Dew's expertise with traditional media. d. reposition Mountain Dew as an energy drink. e. harness the passion of Mountain Dew's loyal customers.

Q: Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________. a. purchasers b. the target market c. receivers d. sources e. encoders

Q: Throughout the past 50 years, the Mountain Dew experience has had three dimensions: a do-it-yourself ethic, an operating-outside-the-mainstream perspective, and __________. a. global citizenship style b. a remain-true-to-yourself attitude c. a bring-it-on attitude d. an aggressive personal philosophy e. a just-do-it mantra

Q: The billboards that Sony uses to advertise its PlayStation 3 video game console are __________. a. channels of communication b. messages c. noise d. feedback loops e. sources

Q: The new integrated marketing communications approach for Mountain Dew utilizes a. iconic television advertising. b. traditional promotion tools and new social media. c. traditional promotion tools only. d. new social media only. e. word-of-mouth advertising only.

Q: L"Oral created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L"Oral Visible Lift makeup appeared, is an example of (a) __________. a. message b. noise c. feedback loop d. source e. channel of communication

Q: The European Union passed a law called the E-Privacy Directive to a. provide explicit laws for website owners. b. protect intellectual property. c. increase credit availability. d. reduce the cost of postage. e. allow more consumers access to the Internet.

Q: All of the following are channels of communication that convey a message from a source to a receiver EXCEPT: a. magazine b. news release c. salesperson d. chief marketing office (CMO) e. TV

Q: Proponents of Do-Not-Track regulations suggest that website owners who use cookies to collect information about consumers' shopping habits should only do so a. with new customers. b. with the consumers' consent. c. with repeat customers. d. when new products are being offered. e. when competitors use cookies.

Q: The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process is referred to as the __________. a. channel of communication b. information corridor c. communications highway d. information pathway e. information channel

Q: The National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than __________ of all households registered. a. 95 percent b. 90 percent c. 80 percent d. 70 percent e. 60 percent

Q: A message is conveyed by means of a(n) __________ such as a salesperson, advertising media, or public relations tools. a. vehicle b. channel of communication c. field of experience d. direct feedback loop e. information highway

Q: The European Union passed a consumer privacy law, called the _________, after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association. a. Personal Identity Law b. Intellectual Property Act c. Data Protection Directive d. Credit Protection Act e. Shared Information Act

Q: The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver is referred to as a(n) __________. a. vehicle b. field of experience c. channel of communication d. direct feedback loop e. information highway

Q: Consumers are often concerned that some marketing efforts are invading their privacy. While this is a legitimate concern to consumers, the explanation by many marketers is that a. if you voluntarily put information into a system, then anyone has the right to access it. b. current legislation makes all financial transactions part of the Freedom of Information Act. c. marketing provides a customer service; if consumers don"t want to participate, they can avoid shopping where the practice of data sharing takes place. d. the collection of data from businesses where customers have shopped allows marketers to satisfy their customers' needs more effectively by customizing programs specifically for them. e. this is a reflection of current times and electronic communication; failure to use these methods will essentially put a company out of business and ultimately everyone will suffer.

Q: A channel of communication refers to a. the selection of either paid or non-paid forms of information dissemination. b. a similar understanding and knowledge that a sender and receiver apply to a message. c. an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program. d. a social network"based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year. e. the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.