1. Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures. This is because it is difficult to communicate without an understanding of:

2. Shawn wanted to increase sales at his jewelry store, Murphey’s Jewelers. After analyzing his sales figures, he decided to give away $50 gift certificates for local businesses to give to their employees. 'Many people used the gift certificates as credit toward more expensive items,' explains Shawn. He used a(n) _____ strategy.

3. The marketing campaign for Purina One dog food uses posters in veterinarians' offices, radio and television ads, and a Web site to promote benefits of the dog food. In terms of the communication process, Purina One used several different:

4. The two major categories of communications are:

5. Persuasion normally becomes the primary promotion goal when entering which stage of the product life cycle?

6. _____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

7. Which of the following statements about the characteristics of the elements in the promotional mix is true?

8. _____ are promotion tools used to facilitate conversations among people online.

9. For many years during the Christmas season, Norelco has run TV commercials featuring an animated Santa Clause riding over snow drifts on his trusty Norelco triple-headed electric razor. Because Norelco is the originator of the communication process, it is the _____.

10. For many years Jell-O gelatin has run advertisements that tell consumers that there is 'always room for Jell-O.' This is an example of _____ promotion.

11. When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand's power and performance. In the communication process, the game served as a(n) _____ for transmitting the message.

12. Communication to large audiences, usually through a medium such as television or a newspaper, is called _____ communication.

13. People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt. Advertising for American Magic Lures emphasizes how its lures, unlike others, are all handcrafted. This is its:

14. A manufacturer of a prescription-only blood pressure medication uses sales reps to call on doctors to explain the benefits and side effects of the drugs. The pharmaceutical reps also provide the doctor with samples to give to patients. The manufacturer of the drug is using a _____ strategy.

15. Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Wal-Mart. This new strategy is a _____ strategy.

16. _____ is probably the most important factor in determining the promotional mix.

17. _____ is any form of impersonal (one way) paid communication in which the sponsor or company is identified.

18. The toy inside of a McDonald’s Happy Meal is an example of:

19. The National Pork Board wants to create more consumer demand for pork products. The board has developed a(n) _____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

20. _____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes.

21. The _____ is the originator of the message in the communication process.

22. The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

23. Promotion for a brand like Bounce fabric softener includes advertising, sales promotion, and public relations. To successfully launch its new product that attaches to the inside of the dryer and dispenses fabric softener, marketers of this brand need to coordinate all the promotional elements to assure consistency of the message at every contact point where a company meets the consumer. In other words, the marketers of Bounce would need to use:

24. The AIDA concept:

25. Marketers use public relations to: