Exam 16: Promotional Planning for Competitive Advantage

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.According to the AIDA model,the first step T-Mobile must achieve with their target market is:

Lipton Tea is promoted with television commercials,radio spots,newspaper coupons,and magazine advertisements.In the communication process,these media served as _____ for transmitting the message.

To increase its revenues,US Airways has decided to sell space on the backs of the tray tables to sponsoring companies as a different medium for their promotional messages.The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be:

Consumers are looking more toward organic products to avoid exposure to pesticides,fungicides,herbicides,and antibiotics.Whole Foods Markets provide a variety of products ranging from cereal to frozen dinners that are USDA organic.Being organic and having such a great variety gives Whole Foods a _____.

To increase its revenues,US Airways has decided to sell space on the tray tables to companies that would like to use this unique channel for their promotional messages.In terms of the promotional strategy,the tray tables will be used for:

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will explain how plastics protect families from food spoilage and contamination.The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance.By trying to change customers' perception of plastic packaging,the council is using _____ promotion.

The _____ is the originator of the message in the communication process.

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 promotional campaign in which T-Mobile tells consumers about the features and benefits of its product is attempting to achieve which goal of promotion?

Which of the following elements in the promotional mix would be considered a form of two-way communication?

To get more retailers to stock its products,Rust-Oleum paint developed a strong advertising campaign aimed at consumers.The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn't chip,peel,or fade.Rust-Oleum is using a _____ promotional strategy.

Coca-Cola uses popular magazines,radio,and cable television to promote its products.Coca-Cola uses mass communication.

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.

A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer.

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.The plan to optimally utilize television,radio,print,and out-of-home vehicles to target business travelers is called a:

_____ is the careful coordination of all promotional activities to produce a consistent,unified message that is customer focused.

Define promotion and discuss its role in a company's marketing mix.

The AIDA concept:

The Americans for Balanced Energy Choices has spent $1.3 million on billboard,newspaper,television and radio ads to rally public support for coal-fired electricity.The council has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

The toy inside of a McDonald's Happy Meal is an example of: