A) Devote 40 percent of the promotional budget to sales promotion that supply the public with demonstration diskettes to prove the merits of Albert Searchware.
B) Spend 30 percent of the budget in the effort to generate publicity for Albert Searchware.
C) Use the majority of its promotional budget on advertising that focuses on creating brand awareness.
D) Try to use a very balanced budget and spend equally for each of the four promotional choices in the attempt to even out sales growth.
E) Encourage its sales force to emphasize the superiority of Albert Searchware and Albert's after-sale support.
G) A) and C)
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A) Fees are paid for space or time.
B) Fees are paid to salespeople as either salaries or commissions.
C) Fees are paid to creative arts contributors but there is no direct payment to media.
D) There is a wide range of fees paid, depending upon the promotion selected.
E) The primary costs are now associated with communication through mail, telephone, or computer.
G) B) and D)
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A) channel
B) message
C) source
D) feedback
E) product point
G) B) and E)
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A) nonpersonal, indirectly paid presentation of an organization, service, or product.
B) a short-term inducement of value offered to arouse interest in buying a product or service.
C) methods used to get a nonpersonal, indirectly paid presentation of a company or its products.
D) any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E) any paid form of interpersonal presentation of goods and services.
G) All of the above
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A) direct mail
B) indirect orders
C) direct orders
D) traffic generation
E) first mover advantages
G) C) and D)
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A) cooperative selling
B) mass selling
C) customized selling
D) collection selling
E) bulk selling
G) A) and D)
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A) publicity
B) personal selling
C) infomercials
D) risk-free trials
E) word-of-mouth
G) B) and E)
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A) encryption
B) receiving
C) decoding
D) messaging
E) encoding
G) B) and D)
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A) response
B) reaction
C) source reaction
D) proactive stance
E) subconscious reaction
G) B) and C)
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A) adoption
B) evaluation
C) awareness
D) interest
E) trial
G) B) and C)
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The hierarchy of effects is the sequence...View Answer
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A) any paid form of advertising.
B) consumers who read, hear, or see the message during the communications process.
C) people with similar understanding and knowledge who are willing to share that knowledge with others.
D) a company or person who has information to convey during the communications process.
E) any knowledgeable group of individuals who are willing to share that knowledge with others.
G) A) and C)
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A) advertising
B) personal selling
C) sales promotion
D) publicity
E) public service announcements
G) A) and B)
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A) message
B) media code
C) feedback loop
D) reference source
E) channel of communication
G) C) and E)
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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 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.
G) All of the above
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A) inform
B) remind
C) update
D) persuade
E) hark back
G) All of the above
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A) customers become so involved with the social aspects of the site, they postpone their purchases.
B) the site may require constant monitoring by the company or its advertising agency.
C) customers compare information about other companies not just Saturn.
D) customers get frustrated by the deficiencies of their personal Internet carrier.
E) it is too easy for competitors to copy online promotions.
G) B) and D)
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A) only those consumers who read, hear, or see the message and choose to buy the product or service.
B) consumers who read, hear, or see the message sent by a source during the communication process.
C) advertising agencies that receive a basic message or theme from a firm and translate that vision into a useable advertising campaign.
D) promotional firms that receive a basic message from a firm and select the best channels through which to convey the firm's message.
E) customers who read, hear, or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs.
G) A) and E)
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A) implemented market codes (IMC) .
B) interactive media convergence (IMC) .
C) an infrastructure of market customization (IMC) .
D) integrated marketing communications (IMC) .
E) integrated media convergence (IMC) .
G) B) and E)
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A) asks the ad agency for an estimate.
B) asks the media to propose a program.
C) determines the promotion cost of performing those tasks.
D) determines what spending level top management will allow for the proposed program.
E) surveys customers to determine what spending levels they think are appropriate.
G) None of the above
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