Exam 14: Marketing Communications and Advertising

A feature of a product is called a(n):

Instead of sending artfully arranged flower bouquets,an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements.The premium fruit is cut to mimic flowers,arranged in a basket,and carefully delivered to the recipient's home.One of the problems is convincing people that it is not a novelty product,but an attractive way to show how you feel about someone.Edible Arrangements will be using _____ advertising to promote its fruit bouquets.

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.Toys 'R' Us advertises year-round but increases its advertising and promotional activity from October through December,which is when the majority of its sales occur for the year.Which type of media schedule does this describe?

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.

A(n)_____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods.

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

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.

A channel in communication is:

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

The AIDA concept:

Corporate blogs are those monitored by major search engines such as Google and Yahoo!

Advertising is any form of impersonal (one-way)paid communication in which the sponsor is identified.

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.

Products such as surfboards,swimsuits,lawn mowers,allergy medication,and flower seeds are most likely to be advertised with a _____ media schedule.

_____ advertising is designed to enhance a company's image rather than promote a particular product.

_____ is any form of impersonal,sponsor-paid,one-way mass communication.

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

_____ is the conversion of the sender's ideas and thoughts into a message.

In the 1960s there were only three television networks and most consumers only received these three channels plus a local channel.Now,consumers have more than 500 channels to choose from.This is an example of which problem facing media planners?

The advertising response function helps marketers: