Exam 16: Promotional Planning for Competitive Advantage

AIDA stands for:

The ultimate objective of any promotion is a purchase or some other activity.One model for reaching promotional objectives is called the AIDA concept.This model proposes that consumers are moved through four stages by the promotional mix.Suppose you are the promotional manager for the new B-Gone squirrel-proof bird feeders.(Before the B-Gone,there were no feeders on the market that were really squirrel-proof. )This bird feeder is guaranteed to prevent squirrels from reaching and eating its contents.Describe the promotional activities you would recommend in each stage of AIDA model for the B-Gone feeder.Assume that personal selling will NOT be used.

You are the promotions director for Back to Nature Crispy Wheats,baked snack crackers .Describe the steps in the communication process in your promotion campaign,using specific examples of the actions that will take place in promoting the crackers.

AIDA is an acronym for attention,interest,desire,and action.

One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.

_____ is the interpretation of the language and symbols sent by the source through a channel.

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.In attempting to get consumers to ask the retailer for this product,T-Mobile is using a _____ promotional strategy:

Marketers targeting consumers in foreign countries must worry about the translation and possible miscommunication of their promotional messages by other cultures.

Chick-fil-A uses cows as their mascot.The cows are sometimes dressed in funny costumes or involved in some kind of behavior that defies cow-like conduct.Always they message is to encourage people to eat chicken,not beef.Chick-fil-A is the _____ of the message in this communication process.

The Richards Group,a Dallas ad agency,created the Chick-fil-A cows.Since the time they created the cows the message has always been "Eat more chikin." The ad agency acted as the _____ of the message.

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

According to the AIDA concept,the first step an advertiser must take is to gain the consumers'::