Exam 14: Marketing Communications and Advertising

Point-of-purchase displays in grocery stores,coupons,premiums,and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.

If a business studied its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

AIDA is an acronym for Attention-Interaction-Desire-Action.

When a marketer sends a message to the target market,the marketer must first decode the symbols used.

The two major categories of communications are:

The goal of advertising is to change people's values.

One or more unique aspects of an organization that causes target consumers to patronize that firm rather than competitors is called:

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

Persuasion normally becomes the primary promotion goal when entering which stage of the product life cycle?

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

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 for a brand like Bounce fabric softener includes advertising,sales promotion,and public relations.To successfully launch its new product that attaches to the inside of the dryer and dispenses fabric softener,marketers of this brand need to coordinate all the promotional elements to assure consistency of the message at every contact point where a company meets the consumer.In other words,the marketers of Bounce would need to use:

Budweiser uses reminder advertising that runs steadily all year.This is an example of a _____ media schedule.

Before any creative work can begin on an advertising campaign,it is important to:

_____ is the way the advertisement portrays its information.

A costume rental company only runs newspaper advertisements the week before holidays,such as Christmas and Halloween.This is an example of a flighted schedule.

Compare and contrast push and pull strategies.Which strategy would be most appropriate for a new cat food product offered by Purina,which already has several cat food products on the market?

Which of the following products is most likely to use a pulsing media schedule?

The person who decodes a message in the communication process is called the:

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.Apple's choice of television as the primary medium for its I'm a Mac campaign is based on the fact that it is a one-way mass communication vehicle.Television is most commonly used with which promotional mix element?