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Exam 16: Marketing Communications

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Question 21

True/False

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A firm should choose all five promotional elements in its promotional mix and use them in equal degrees.

A) True
B) False

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Question 22

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Promotional mixes do not vary from one product or industry to the next.

A) True
B) False

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Question 23

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Two popular beverage manufacturing companies in different countries merge together to gain strategic advantages.The merger gives each brand access to a significantly larger market.To effectively reach both markets,the merged company needs to coordinate its promotional mix to produce a consistent,unified,and customer-focused message.In other words,the company needs to use:

The advertisements for ground coffee sold by Khokho's Inc.state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its__________.

To increase its revenues,an airline company decides 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 are being used for:

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a__________strategy.

A(n)__________is the combination of advertising,personal selling,sales promotion,social media,and public relations that are used to reach the target market and fulfill an organization's overall goals.

Advent Automobiles Inc.launches a new sport utility vehicle.The company places advertisements in leading newspapers and social media sites to reach out to consumers.In the context of the communication process,Advent Automobiles Inc.is the _____.​

Communication via telephone is not considered personal selling because it does not occur face-to-face.

Which of the following is a difference between a push and a pull strategy?

Explain the differences between push and pull strategies with examples.

__________is the process by which meanings are exchanged or shared through a common set of symbols.

Treat Bytes Inc. ,a food product manufacturing company,introduces a new range of protein-rich snacks targeted at vegetarians.The products have very low levels of fat and cholesterol that make them a healthy source of protein for vegetarians.These products are unique,and people consider them to be of the highest quality.These unique features of the products present Treat Bytes Inc.with a _____.​

_____ is the process by which meanings are exchanged or shared through a common set of symbols.​

Treat Bytes Inc. ,a food product manufacturing company,introduces a new range of protein-rich snacks targeted at vegetarians.The products have very low levels of fat and cholesterol that make them a healthy source of protein for vegetarians.These products are unique,and people consider them to be of the highest quality.These unique features of the products present Treat Bytes Inc.with a__________.

_____ consists of all marketing activities that stimulate consumer purchasing,such as coupons,contests,free samples,and trade shows.

An advertisement in a trade magazine targeted toward veterinarians urges them to prescribe the drug Hepato for cats and dogs with damaged livers.This advertisement was placed by the product's manufacturer.This advertisement is an example of how manufacturers use a(n)__________strategy.

Personal selling,unlike other promotional mix elements,is independent of the Internet.

Which of the following statements is true of sales promotions?

Which of the following is true of a target market characterized by widely scattered potential customers,highly informed buyers,and brand-loyal repeat purchasers?