Exam 14: Marketing Communications and Advertising

Anything that interferes with,distorts,or slows the transmission of information in the communication process is referred to as:

Toys 'R' Us Retailers are using social media in unprecedented levels,with more than half of them using it for the 2009 holiday season.That's a monumental increase given the fact that only 4% used it in 2007.The majority focused on Facebook (76%),but they also used Twitter and MySpace.Toys 'R' Us was one of those retailers.The retailer enlisted basketball superstar,Shaquille O'Neal,in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan.Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers.The Facebook site also focused on parents with the song "I don't want to grow up." -Refer to Toys 'R' Us.Which type of product advertising is this campaign built around?

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.

All of the following are true regarding stealth marketing EXCEPT:

The AIDA concept:

The elements of the promotional mix include advertising,sales promotion,personal selling,and competitive advantage.

Unlike other types of advertising,a comparative advertising campaign can be readily globalized.

Nature's Path makes EnviroKids brand organic cereals,rice bars,and cookies.It is determining whether to put its advertisements in newspapers or on television.Its primary concern is with how many people in its target market will be exposed to its ads.In other words,the company is concerned about frequency.

Advertising,personal selling,sales promotion,and public relations make up the:

Promotion is the process by which we exchange or share meanings through a common set of symbols.

Chick-fil-A uses cows as its 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.

A(n)_____ designates the vehicles,specific publications or programs,and the insertion dates of advertising.

Just as Melanie was in sight of a billboard for the McDonald's,a police car drove by with its lights flashing.Melanie was so concerned with watching where the police car went that she totally missed seeing the fast-feeders billboard.In terms of the communication process,the police car acted as:

I'm a Mac On and off for several years Apple Inc.has been running its "I'm a Mac" advertising campaign.In the ads,seen on television and on the Internet,actors play the roles of a Mac and a Windows PC.The actor that plays the PC,often known as the PC guy,John Hodgeman,is portrayed as a nerd,while the Mac guy,played by Justin Long,is (of course)the "cool" guy.The ads tout the many advantages of the Macintosh operating system,ranging from its ease of use to its freedom from the many viruses that plague Windows-based PCs.For example,in one ad the PC guy tapes a camera to his head to make a video only to be reminded that all Macs come with a built-in camera.In another the PC guy sings a country song bemoaning the problems of the Windows operating system. -Refer to I'm a Mac.According to the AIDA model,the first step Apple must achieve with their target market is:

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.

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.

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

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

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

The ultimate objective of any promotion is a purchase or some other activity.A model for reaching promotional objectives is called the AIDA concept.What does this acronym stand for? Describe what marketing actions might take place in each stage of this model.