Exam 14: Marketing Communications and Advertising

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.

Compare and contrast corporate blogs and noncorporate blogs and discuss how they can be incorporated into a company's promotion mix.

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

Marketers typically use either a push or a pull strategy exclusively.

LeBlanc's Pecan Company Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store.In addition to shelled and unshelled pecans,the Texas store sells pecan pies,tortes,fruitcakes,fudge,pralines,chocolate pecan bark,homemade pecan ice cream toppings,and jams and jellies.At this time,there are no other stores of this type in the Houston area.The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products.Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish.He used the DAGMAR approach to draw up this list. -Refer to LeBlanc's Pecan Company.If Orville LeBlanc is most interested in audience selectivity and production costs,he should select _____ as the store's primary advertising medium.

An advertising campaign:

A medium's ability to reach a precisely defined market is its:

The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

The ad campaign for South Beach Living Cinnamon Raisin Cereal Bars highlights that the product is a good source of fiber and packed with ten grams of protein.This advertising highlights:

Which of the following is what consumers will receive or achieve by using a product?

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

The particular promotion mix chosen by a firm for a product or service depends on all of the following EXCEPT:

Tide laundry detergent has been promoted with television commercials,radio spots,newspaper coupons,and magazine advertisements.In the communication process,these media served as _____ for transmitting the message.

Which type of advertising is used to stimulate demand for a new product or product category?

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

When Ali saw the Apple iPhone at the AT&T store she knew she had to have one.The salesperson showed Ali all the special capabilities it had and she was able to try it there in the store.According to the AIDA concept,Ali entered the _____ stage.

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:

Advertisers are often concerned with the noise level in a medium.The medium that is assumed to have the lowest noise level is:

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:

IBM runs television ads that show how their IT services can help a small Internet start up prepare for and solve any problems that may arise in their daily operations.This is an example of a _____.