Exam 16: Promotional Planning for Competitive Advantage

Fans of Ale-8,a ginger-flavored soft drink,are able to explain why Ale-8 is superior to any other type of ginger ale.They are scattered throughout eastern Kentucky and southern Ohio and are extremely brand loyal.Though Ale-8 is available in bottles or cans,most connoisseurs prefer glass bottles.Ale-8 "traditionalists" even insist on drinking the beverage from the old-style "long-neck" bottles as opposed to the newer,short-neck design.The characteristics of this target market indicate that a promotional mix with _____ should be used.

The marketing function that evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding is:

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:

Describe how a lack of funds affects the use of each of the promotional tools for a small,financially strapped company.Describe the trade-offs that occur between funds available and other aspects of promotion.

Target market characteristics and the type of buying decision the target market is making can affect the mix of promotional elements.Describe how differences in each factor change the promotional mix.

Media,salespeople,or a retail store best represent which element of the communication process?

You are the promotion manager for a new brand of dog food.Describe how you might use all five tools of the promotional mix to promote the product.

A plan for the optimal use of advertising,personal selling,sales promotion,and public relations is called a:

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

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

Kimberly-Clark uses television advertising and couponing and bonus pack sales promotions to increase sales of its Kleenex brand of facial tissues.Which promotional strategy is Kimberly-Clark using?

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 T-Mobile ads emphasize certain aspects of the T-Mobile network,such as its faster speed.This represents the product's:

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

Informative promotion isused to keep the product and brand name in the public's mind.

Mercury Solar Systems uses a video on their Web site to show how solar power can be converted to electricity in a home using a photovoltaic system.The video format is used as a(n)_____ format because the average consumer may perceive the product as highly technical.

The AIDA concept can be used to explain how all promotions influence purchase decisions.

For which of the following purchases would a consumer be most likely to pass through all four stages of the AIDA process?

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers.This ad was placed by the product's manufacturer.This ad is an example of how manufacturers use a(n)_____ strategy.

Which of the following outlines a sequential four-step process for achieving promotional goals?

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.