quiz 4

Question 1

Encoding

Answer 1

Converting concepts into signs and symbols.

Question 2

Channel

Answer 2

Medium that carries the message.

Question 3

Decoding

Answer 3

Interpreting the signs and symbols back into concepts.

Question 4

Noise

Answer 4

Anything that reduces communication clarity.

Question 5

Feedback

Answer 5

Receiver’s response to the message.

Question 6

Promotion

Answer 6

Communication to build and maintain relationships by informing and persuading one or more audiences.

Question 7

Promotion Objectives

Answer 7

Create awareness,
stimulate demand,
encourage product trial,
identify prospects,
retain customers,
support resellers,
combat competitive efforts,
reduce sales fluctuations.

Question 8

Stimulate Demand Primary

Answer 8

demand for a general category rather than a specific brand

Question 9

Stimulate Demand Pioneer promotion

Answer 9

informs about a new product

Question 10

Stimulate Demand Selective

Answer 10

demand for a specific brand

Question 11

Product Characteristics
(Business products) 3

Answer 11

Personal selling
Sales promotions
public relations

Question 12

Product Characteristics
(Consumer products)

Answer 12

Convenience = advertising
Durables = personal selling
public relations

Answer 13

k

Question 14

Selective

Answer 14

varies

Question 15

Exclusive

Answer 15

personal selling

Question 16

Word-of-Mouth

Answer 16

personal informal exchanges customers share with one another about products, brands, and companies

Question 17

Buzz marketing

Answer 17

an attempt to gain acceptance of product by word-of-mouth

Question 18

Viral marketing

Answer 18

strategy to get Internet users to share ads and promotions with their friends

Question 19

Types of Advertising (Competitive)

Answer 19

Highlights special features and advantages of a brand.

Question 20

Types of Advertising (Comparative)

Answer 20

Compares brand with competitors.

Question 21

Types of Advertising (Institutional)

Answer 21

Promotes organizational images and ideas.

Question 22

Types of Advertising (Native)

Answer 22

Digital advertising that matches the appearance and purpose of the content in which it is embedded.

Question 23

Objective-and-task approach

Answer 23

first determine objectives, then calculating the cost of all the tasks needed to attain them

Question 24

Percent-of-sales approach

Answer 24

multiplying the firm’s past and expected sales by a standard percentage

Question 25

Competition-matching approach

Answer 25

trying to match competitors’ advertising outlays

Question 26

Arbitrary approach

Answer 26

Budget is specified by a high-level executive in the firm

Question 27

Cost comparison indicator

Answer 27

compares the costs of ad vehicles in a specific medium in relation to the number of people reached

Question 28

Media schedules

Answer 28

continuous, flighting, and pulsing

Question 29

Personal Selling 3 things

Answer 29

Freedom to adjust message to customer
highly precise
most expensive

Question 30

New-business sales

Answer 30

turn prospects into buyers

Question 31

Current-customer sales

Answer 31

maintain relationships

Question 32

Support salespeople (Missionary)

Answer 32

“pushers*”

Question 33

Support salespeople (Trade )

Answer 33

assist with promotions

Question 34

Support salespeople (Technical )

Answer 34

deep understanding of product specs, systems, installation, etc.

Question 35

Push strategies

Answer 35

involve promoting products downstream in the marketing channel,

Question 36

Pull strategies

Answer 36

promote directly to consumers.

Question 37

B2B Promotions (Trade allowances)

Answer 37

“push” discounts from manufacturer

Question 38

B2B Promotions(Premium money)

Answer 38

“push” bonuses for salespeople