please chose the write answer then briefly justified by explaining (in a 1-line sentence) your rationale for picking that choice as the answer , you may also explain your answer choice with an example to illustrate your rationale.

c. a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product. d. a manufacturer directs the promotional mix toward channel members to gain their cooperation in ordering and stocking its product. e. the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 14. Sales Promotions targeted toward intermediaries in the business channels are known as: a. business promotions. b. customer promotions. c. salesforce promotions. d. distribution promotions. e. trade promotions. 15. Consumer Promotions include all of the following, except: a. samples. b. point-of-purchase promotions. c. price-packs deals. d. business conventions. e. promotions-coupons. 16. Cardiac Science is a US-based company that makes medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and he wants to avoid any problems that might arise because of discrepancies in the 'field of experience' effects between American and Greek target audience. Which of the following is the best example of a communications problem that might arise because such 'field of experience' concerns? a. The target audience is strongly ethnocentric. b. The name of the product, when translated into Greek, has an unintentional meaning. c. The trade journals in which it wants to run its ads do not accept ads from foreign companies. d. A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to this Marketing Manager. e. The ads are in trade journals that Greek hospital administrators don't read. 17. Each year, advertisers spend millions of dollars during the half-time show of the Super Bowl. Those marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest extravaganza. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda - this in turn results in the persuasive promotional messages of the marketer not being received by those consumers. The need for food and drink is an example of which inhibits effective communication. a. feedback b. mismanaged targeting c. noise d. ineffective encoding e. unintended decoding 18. A food warehouse store gets a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, would like to sell it quickly to consumers. Which promotional element would work best here? a. advertising b. personal selling c. sales promotion d. publicity e. direct marketing 19. A small film company is releasing a documentary based on the efforts of a group dedicated to saving endangered species. The company believes the credibility of its film is critical to its financial success. Which promotional element should it employ? 1. L'Oral created an advertisement for its Visible Life makeup. The magazine in which the ad for L'Oral Visible Lift makeup appeared is a: a. communication channel. b. message. c. decoder. d. source. e. feedback. 2. In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department decided that the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of: a. lead generation. b. receiving. c. decoding. d. messaging. e. encoding. 3. Which of the following is not a promotional element? a. direct marketing b. personal selling c. public relations d. sales campaign e. production line 4. Which of these promotional elements has the highest cost-per-contact? a. advertising b. personal selling c. sales promotion d. publicity e. public service announcements 5. When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in: a. direct marketing. b. sales promotion. c. public relations. d. personal selling. e. a public service announcement. 6. Companies use tools like special events, lobbying efforts, and annual reports for communication - this shows: a. advertising. b. sales promotion. c. direct marketing. d. public relations. e. personal selling. 7. Allegra is an antihistamine that is only available through prescription, but to create brand awareness, it is offering people who request information about the product a cushion to use at their favorite sporting event plus a coupon for $10 off their next purchase of the medication. This free cushion and coupon are examples of: a. advertising. b. personal selling. c. sales promotions. a. Invite members of the group to speak to local school children. b. Use publicity to generate positive image. c. Give away free posters to all movie attendees. d. Use direct sales to prospective buyers. e. Send postcards to all people within a 25 -mile radius of a theater showing the movie. 20. Lenox China Co. would like to get its annual Christmas ornament series into the Federated Department Stores. Federated has a buying office in New York City that makes decisions on its giftware buys. Which promotional element would be most appropriate for Lenox to use to reach the Federated buyers? a. advertising b. personal selling c. sales promotion d. public relations e. all of the above equally 21. Which of the following statements describes a disadvantage associated with personal selling? a. Presentations often provide little opportunity for consumer feedback. b. Personal selling permits far too much wasted coverage. c. There may be inconsistency from one salesperson to another. d. A salesperson cannot control to whom a presentation is made. e. Personal selling is subject to extensive federal, state, and company regulation. 22. Which of the following statements describes a key difference between advertising and publicity? a. Publicity is more expensive on a cost-per-contact basis than advertising. b. Publicity is usually directly paid, and advertising is usually indirectly paid. c. Advertising is usually directly paid, and publicity is usually indirectly paid. d. Advertising provides an immediate feedback loop, and publicity does not. e. Publicity always has a much greater reach than advertising. 23. Albert Corporate Searchware is a type of search engine that companies use for their websites to handle customer questions. The company considers this offering as its flagship product, \& has determined that it is in its growth stage of its life cycle. Which promotional strategy should be employed by them for best impacting its sales? 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. Encourage its sales force to emphasize the superiority of Albert Searchware and Albert's after-sale support. e. 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. 24. In which of the following situations would use of the competitive parity budget-setting method be most appropriate? a. Two or more companies are competing with similar products and similar promotional goals. b. Two or more companies are introducing a totally new product to the market. c. Two or more companies exist in an oligopoly, and are planning on a product diversification strategy. d. Two or more companies exist in pure competition and compete on the basis of product differentiation. e. Two or more companies are in direct competition with products in all stages of the product life cycle. 25. The optimal approach to IMC budgeting is the 'objective and task' method wherein the company determines its promotion objectives, outlines the tasks to accomplish those objectives, and: a. asks the ad agency for an estimate on the reach and frequency of exposures. b. asks the media to propose a program for processing the promotion objectives. c. determines the promotion costs of performing those tasks. d. determines what spending level top management will allow for the proposed campaign. e. surveys customers to determine what spending levels they deem appropriate. d. publicity. e. direct sales. 8. SAP Enterprise Resource Software is a complicated and extremely expensive computer-systems business application used by many of the Fortune 1000 companies to link their supply chain members. When promoting the product, SAP must be aware of how affect(s) which promotional elements should be used. a. the complexity of the product b. the ancillary services needed to use the product c. the financial risks associated with making such a major purchase d. the risk of making a company more vulnerable to hackers e. all of the above 9. Like many consumer products manufacturers, Hallmark Cards provides its retailers with in-store displays and various selling strategies for its products. Because of this, the Hallmark retailers are excited about selling the products. When doing this, Hallmark uses a(n) promotional strategy. a. intense b. push c. inertia d. exclusivity e. pull 10. The marketing chief of a medium-sized manufacturing company assesses that "We had a good year, and I think next year will be even better. I'm going to raise this year's promotion budget to 4.5 percent of last year's gross sales. That will let us do more advertising than the 3.5 percent I budgeted last year." From this information, you can say that this manufacturer uses budgeting for promotion activities. a. percentage of sales b. competitive parity c. all-you-can-afford d. objective and task e. relative scale 11. After reading the daily newspaper, the restaurant owner of Alberto's Kitchen gauges that "The owner of Fellini's House of Noodles ran a quarter-page ad in today's paper. So, we must also find enough money to run our own ad day after tomorrow." In this context, what promotions budgeting technique is the restaurant owner of Alberto's Kitchen using? a. relative scale budgeting b. all you can afford budgeting c. competitive parity budgeting d. comparative budgeting e. matched media budgeting 12. A small retailer determines that "After budgeting for all of our expenses for next year, we still have about $7500 remaining in our discretionary equity fund. So, we should allocate 40% of that amount to advertising". The promotions budgeting technique used here is: a. percentage of sales budgeting b. competitive parity budgeting c. all-you-can-afford budgeting d. objective and track budgeting e. relative scale budgeting 13. A pull strategy occurs when: a. a manufacturer blitzes its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns. b. a manufacturer forces a retailer to promote its product by placing national brand ads in local newspapers