Exam 16: Integrated Marketing Communications

Sharon just managed a major event for the local zoo. She put an advertisement in the local newspaper. However, she was disappointed by how few people showed up. She couldn't understand because the paper is highly popular among locals. Sharon decided to survey its large pool of zoo members to try and see what went wrong. After looking at the responses, as well as copies of the newspaper that had the ad, she realized that on the same page as the zoo ad was an even larger advertisement advertising an upcoming concert. This ad was higher up on the page and dwarfed the zoo ad. She believes most people who read that page were distracted by the large colorful concert advertisement. In this case, the responses to Sharon's survey are _____________________, while the distraction caused by the larger, more colorful ad on the same page could be characterized as ______________.

Coca-Cola has just released a new flavor of its soft drink. In order to have customers start adopting the new flavor, Coca-Cola should engage in promotions that focus on

The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use ___________.

A marketer uses pioneer promotion in the introductory stage of the product life cycle, when there are many competitive brands.

Scenario 16.1 Use the following to answer the questions. When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas. Refer to Scenario 16.1. Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of

Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various marketers. Latisha is developing which of the following?

The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as product

Anything that reduces the accuracy and clarity of communication is called

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March. These are examples of which of the following uses of promotion?

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

Which of the following is not one of the benefits of using advertising as a promotion method?

Research has found that advertising ___________economic growth.

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they

Which of the following types of promotion informs potential customers about a product and what it is?

Laws, government regulations, and industry self-regulation ______________ deceptive promotion.

Advertising is a paid form of nonpersonal communication.

Sara is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through

If promotion is successful at stimulating demand, it will tend to increase prices.

Why is public relations an important form of communication about a company? Discuss negative public relations, and give an example.

Interference on one's television set during a commercial is an example of noise.