Chapter 13: Promotion & IMC

What is the ultimate goal of promotion, according to the text?

• To increase product features

• To encourage customers to choose a specific product

• To lower prices

• To enhance distribution channels

Which of the following is NOT one of the three basic promotion objectives?

• Informing

• Persuading

• Reminding

• Pricing

What is the primary objective of informative promotion?

• To develop favorable attitudes

• To maintain customer loyalty

• To educate customers about a product's benefits

• To encourage immediate purchase

  When is a persuading promotion objective most suitable?

• When customers are already loyal to a brand

• When introducing a new product category

• When competitors offer similar products

• When the company wants to remind customers of past satisfaction

What does the acronym AIDA stand for in the AIDA model?

• Attention, Interest, Desire, Action

• Awareness, Interest, Decision, Adoption

• Action, Interest, Decision, Awareness

• Attention, Information, Desire, Action

In the communication process, who is responsible for encoding the message?

• The receiver

• The source

• The message channel

• The feedback

What is "noise" in the communication process?

• The clarity of the message

• The channel through which the message is delivered

• Any distraction that reduces the effectiveness of the communication process

• The receiver's interpretation of the message

What is a key difference between the traditional communication process and the customer-initiated communication process?

• The role of feedback

• The presence of noise

• Who initiates the communication

• The elements of encoding and decoding

What does "pushing" a product through a channel mean?

• Targeting promotion efforts at end consumers

• Using promotion to convince channel members to sell the product

• Customers demanding the product from intermediaries

• Bypassing intermediaries in the distribution channel

What is the primary aim of a "pulling" promotion strategy?

• To increase the producer's control over the channel

• To motivate channel members to promote the product

• To stimulate demand and get customers to seek out the product

• To reduce the producer's promotion costs