FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 13: Promotion-Introduction to Integrated Marketing Communications

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 81

Multiple Choice

Review LaterAdd Note

Review Later

MASS SELLING, in contrast to personal selling:

A) is less expensive when the target customers are numerous and scattered.
B) doesn't provide immediate feedback.
C) is less flexible in adapting to customers' needs and attitudes.
D) All of these alternatives are correct.

E) A) and B)
F) A) and C)

Correct Answer

verified

Show Answer

Question 82

Multiple Choice

Review LaterAdd Note

Review Later

Which of the following is NOT an example of sales promotion?

A) A small toy in a "kid's pack" at a Wendy's fast-food restaurant
B) A half-page ad in the telephone Yellow Pages for a security service
C) An auto bumper sticker that says "Buy American"
D) Samples of a new brand of cheese given away at a supermarket
E) A display of fishing equipment by a sporting goods store in a shopping mall

F) A) and D)
G) A) and B)

Correct Answer

verified

Show Answer

Question 83

Multiple Choice

Review LaterAdd Note

A producer using normal promotion efforts-personal selling, sales promotion, and advertising-to help sell a whole marketing mix to possible channel members has:

An innovator is more likely to rely on information from an impersonal source (such as an article in a scientific magazine) than from a company's salesperson.

The AIDA model includes all of the following promotion jobs EXCEPT:

Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.

LAGGARDS or NON-ADOPTERS:

"Noise" (in the traditional communication process) refers to:

A retailer's target customers are skeptical and cautious about new ideas. Strong social pressure from their own peer group may be needed before they adopt a new product. These target customers are:

In addition to mail, direct-response promotion may include websites, broadcast, e-mail, and interactive media.

Which of the following best illustrates communication "noise"?

Which of the following promotional objectives is most likely being accomplished when a real estate agent sends her customers a yearly calendar containing the agent's business logo?

Consumers who are innovators tend to be young and well educated.

A point-of-purchase sample given to consumers is a good example of sales promotion.

During the traditional communication process, a source does decoding and a receiver does encoding.

Southwest Airlines' "Ding" widget pops up on your computer desktop to let you know of lower fares to cities you want to visit. This is an example of a(n) _________ promotion objective.

Which of the following is NOT an example of sales promotion?

A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has:

According to the AIDA model, promotion should try to change Attitudes, shape Intentions, arouse Desire, and cause Activity.

Use this information for question that refer to the Yummy Ice Cream case. Kelly Stich, marketing manager for Yummy Ice Cream Products, is thinking about some of her products and her promotion plans for the coming year. Yummy Ice Cream Products is introducing a new ice cream treat called PlanetSavers. This treat uses ice cream produced with environmentally friendly processes that save energy and protect the ozone. Yummy plans to send articles to magazines, local newspapers, and environmental groups that explain the environmentally safer treat. The product also has a unique texture and different flavor. Stich wants to use counter cards and in-store signs to let people know about Cherry Walrus, the company's new flavor. She is also developing sales training materials that will teach ice cream scoopers in Yummy's ice cream stores to promote the product. Right after Cherry Walrus is introduced each store will also hand out coupons that are good for one day only. Yummy Mondaes is a product that has been around for 25 years. It is Yummy's take on the classic ice cream sundae, but white-brownie and coffee-flavored crumbles are added to make it extra special. The company sells this product in one and two quart containers through major grocery store chains. It relies on personal selling and price discounts to retailers to move more of the product. The company does very little consumer promotion for this product. Yummy Fudge on a Stick is a new product of fudge-flavored ice cream on a stick. Yummy plans to sell it through retail grocery stores and is launching an aggressive advertising program that will use television, radio, newspaper, magazines, and the Internet. Most of its promotion will be directed at consumers. Two years ago, the company introduced Yummy Fruit on a Stick, an all-natural frozen fruit product on a stick. The product category has been popular, continues to grow, and is in the market growth stage of the product life cycle. Which of the following AIDA promotion objectives is best achieved by coupons for Cherry Walrus?