Exam 16: Promotional Planning for Competitive Advantage

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

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:

Which of the following products is MOST likely to use reminder promotion?

Amtrak is taking the gloves off in advertisements and belittling its major competition,which is the airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travelers,who,Amtrak says,incorrectly believe the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveler lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs." -Refer to Amtrak.Television,radio,print,and out-of-home media represent the _____ in the communication process used by Amtrak.

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 _____.

Marketers use public relations to:

Feedback received via social media has not proven especially helpful to marketers.

The AIDA concept:

Anything that interferes with,distorts,or slows the transmission of information in the communication process is referred to as:

Innovyx is an e-mail marketing service provider.It has a new ad campaign aimed at changing negative perceptions of e-mail.The ads explain how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly.Finally,the message ends by suggesting that companies who want to promote their products give e-mail a chance to show them what it can do.This promotion has the task of:

Informative promotion is generally used:

Compared to the other promotional mix tools,social media offers the fastest feedback.

The ultimate objective of any promotion is a purchase or some other activity.A model for reaching promotional objectives is called the AIDA concept.What does this acronym stand for? Describe what marketing actions might take place in each stage of this model.

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:

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

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

When a doctor asks a pharmaceutical sales representative about the side effects of a new drug the rep was promoting,it was an example of:

The promotional mix is made up of a blend of five promotional tools.Name and briefly define each of these four tools.

What are the three basic tasks of promotion? For each of these three tasks,give two specific promotions examples of how that task might be accomplished.

T-Mobile's 4-G advertising campaign,featuring pretty actress Carly Foulkes and her pink sundresses as the "T-Mobile Girl," have become extremely popular.In the ads,Foulkes promotes T-Mobile's products beside a variety of nerdy- or scruffy-looking actors,who the ads associate with other products such as the iPhone.Foulkes touts the many advantages of T-Mobile's 4-G network,such as faster speed,lower cost,and superior coverage,while deriding competitors.For example,in one ad,the image of the actor "playing" the iPhone 4 became garbled because he "stepped out of the wi-fi zone"during a video chat.Naturally,Foulkes' image-as the T-Mobile MyTouch 4G-stayed clear and attractive. -Refer to The T-Mobile Girl.The company's choice of television as the primary medium for its "T-Mobile Girl" campaign is based on the fact that it is a one-way mass communication vehicle.Television is most commonly used with which promotional mix element?