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Homework answers / question archive / Western New Mexico University BSAD 340 Chapter 15 1)is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response

Western New Mexico University BSAD 340 Chapter 15 1)is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response

Business

Western New Mexico University

BSAD 340

Chapter 15

1)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

 

2.            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.

 

3.            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

 

4.            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.

 

5.            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

 

6.            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

ANSWER: b

 

7.            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.

 

8.            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

 

9.            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.

 

10.                         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

 

11.          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.

 

12.          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.

 

13.          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.

 

14.          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.

 

15.          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

 

 

 

 

 

 

 

16.          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

 

17.          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

 

18.          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.

 

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

a.            communicator

b.            encoder

c.             channeler d. sender

e. receiver

 

20.          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

 

 

 

 

21.          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.

 

22.          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.

 

23.                         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

 

24.          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.

 

25.          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

 

 

 

 

26.          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.

 

27.          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

 

28.          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

 

29.          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.

 

30.                         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

 

 

 

31.          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.

 

32.          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

 

33.          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

 

34.                         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

 

35.          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.

 

 

36.          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.

 

37.          The receiver’s response to a message is                to the source.

a.            decoded

b.            noise

c.             feedback

d.            channeled

e.            static filled

 

38.          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.

 

39.          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.

 

40.          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.

 

41.          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.

 

42.          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

 

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

a.            Managing

b.            Organizing

c.             Rewarding d. Persuading

e. Perceiving

 

44.          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.

 

45.          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

 

 

 

 

46.          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

 

47.          Maddie’s Beverage Company has recently introduced Wateroos, eightounce

 

servings of water in juicestyle 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

 

48.          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

 

49.          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.

 

50.          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.

 

 

51.          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.

 

52.                         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

 

53.          Hasbro, Inc. hired actress Jamie Lee Curtis as its spokesperson to promote the company’s board games. As part of the campaign, Curtis appeared in television spots dressed as characters from various Hasbro games such as Battleship, Monopoly, and Clue to promote the games as great Christmas gifts to parents who played the games as children. This promotion was intended to:

a.            amuse consumers.

b.            influence consumers to switch to Hasbro games. c. act as a reminder advertisement.

d. persuade nonplayers of games to try them.

e. act as a persuasive device for the product category.

 

54.          For many years JellO gelatin has run advertisements that tell consumers there is “always room for JellO.” This is an example of      promotion.

a.            influence

b.            amusement

c.             informative

d.            prevalent e. reminder

 

55.          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.

 

 

 

56.          Social media include all of the following EXCEPT:

a.            blogs

b.            LinkedIn

c.             a pop-up ad on the ESPN Web site

d.            YouTube

e.            All of the above are examples of social media.

 

57.          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, public relations, sales promotion, personal selling, and social media.

e.            advertising, telemarketing, public relations, and sales promotions.

 

58.          The five major promotional tools (advertising, personal selling, sales promotion, social media, and public relations) are known collectively as the:

a.            communication model.

b.            advertising campaign.

c.             marketing mix.

d.            publicity four.

e.            promotional mix.

 

59.                         is any form of sponsor-identified, impersonal paid mass communication. a. Advertising

b.            Publicity

c.             Promotion

d.            Public relations

e.            Nonpaid communication

 

60.          To increase its revenues, US Airways has decided to sell space on airsickness bags to companies that would like to use this unique channel for their promotional messages. In terms of the promotional strategy, the airsickness bags will be used for:

a.            implicit communications.

b.            publicity.

c.             sales promotion.

d.            public relations. e. Advertising.

 

 

 

 

 

 

 

 

 

 

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