Exam 16: Promotional Planning for Competitive Advantage

For communication to be effective:

All of the following are reasons why the concept of integrated marketing communications (IMC)is growing in popularity EXCEPT:

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

Because dishwashers are in the maturity stage of their product life cycle,which promotional mix element should NOT be emphasized in the marketing of this product?

Just as Terri was driving in sight of a billboard for Chipotle Mexican Grill,a small child darted out into the street in front of her.Terri was so concerned with avoiding the child that she totally missed the restaurant's billboard.In terms of the communication process,the small child acted as:

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.

Which of the following statements about the impact of blogger and social media on the communication model is CORRECT?

The person who decodes a message in the communication process is called the:

The receiver's response to a message is _____ to the source.

Compare and contrast push and pull strategies.Which strategy would be most appropriate for a new cat food product offered by Purina,which already has several cat food products on the market?

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.

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a pull strategy.

One way of conveying a message that the receiver will hear properly is to use abstract words and pictures.

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.Amtrak's careful coordination of all of its promotional activities to present a single,focused communication to its consumers is an example of:

Interpersonal communication is:

_____ is the conversion of the sender's ideas and thoughts into a message.

Because marketers do not control consumers' comments on social media sites such as Twitter and Facebook:

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

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

When a product is in the growth stage of its product life cycle: