Quiz 15, 16;17.docx - 1 If the push policy is used in...

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1) If the push policy is used in promoting a product, the firm promotes directly to consumers will be assured of having an effective promotional mix promotes the product to retailers only 2) Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on personal selling 3) The cost of ____ is usually substantially lower than the cost of ____. retaining existing customers; acquiring new customers 4) A consumer contest is an example of sales promotion 5) A sharing of meaning defines communication 6) Advertising, personal selling, sales promotion, and public relations are called advertising tools marketing mix components characteristics of a product 7) An attempt to create a trend or acceptance of a product through word-of-mouth communication is called conversational promotion personal publicity viral marketing 8) Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's Feedback Noise coding process 9) During the decoding process, the receiver attempts to convert signs or symbols into concepts and ideas 10) Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process. creating awareness 11) Primary demand is defined as demand for a product category 12) Which of the following is not one of the disadvantages of using advertising as a promotion method? limited time available to communicate message difficulty in measuring effects on sales high absolute dollar outlay 13) ____ links the purchase of an organization's products to support of philanthropic organizations
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favored by the target market.
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