Exam 14: Marketing Communications and Advertising

Amtrak Amtrak is taking the gloves off in advertisements and belittling its major competition,which is the airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travelers,who,Amtrak says,incorrectly believe the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveler lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs." -Refer to Amtrak.Amtrak's campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather.The promotional campaign focuses on Amtrak's:

What are the three basic tasks of promotion?

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection" What kind of an advertising appeal is this ad using?

Encoding is the:

Compared to the other promotion mix tools,personal selling offers the marketer the greatest control over the situation.

There are many snack foods for children,but only Nature's Path makes an organic snack designed for a child's palate.The product's unique selling proposition is that it is completely organic.

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.When Orville LeBlanc decided which media he would use to optimally and cost-effectively reach the store's target audience,he was engaged in developing a(n):

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

For many years Jell-O gelatin has run advertisements that tell consumers that there is "always room for Jell-O." This is an example of _____ promotion.

Which of the following explains why sales and market share begin to decrease no mater how much is spent on advertising and sales promotion?

The first step in the advertising campaign decision process is to:

All of the following are elements of the communication process EXCEPT:

Mercury Solar Systems uses a video on their web site to show how solar power can be converted to electricity in a home using a photovoltaic system.The video format is used as a(n)_____ format because the average consumer may perceive the product as highly technical.

The key benefit of the AIDA concept is that it explains how all promotions influence purchase decisions.

Which of the following is one of the basic tasks typically performed by promotion?

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.The I'm a Mac ads emphasize certain aspects of the Macintosh operating system such as its ease of use.This represents the product's:

AIDA stands for:

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

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.The Facebook promotion was trying to get consumers to visit the Toy 'R' Us Web site and stores to purchase holiday gifts.This describes the _____ of the campaign.

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites.The company rep is engaged in: