Exam 14: Marketing Communications and Advertising

Within the communication process for a car dealer's ad,which of the following would be an example of noise?

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 careful coordination of all of its promotional activities to present a single,focused communication to its consumers is an example of:

Innovyx is an e-mail marketing service provider.It has a new ad campaign aimed at changing negative perceptions of e-mail.The ads explain how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly.Finally,the message ends by suggesting that companies who want to promote their products give e-mail a chance to show them what it can do.This promotion has the task of:

Name and briefly define three forms of product advertising.

According to the AIDA concept,the first step a marketer must achieve with potential customers is:

Define promotion and discuss its role in a company's marketing mix.

With a(n)_____ media schedule,the advertiser may schedule the ads heavily every other month to achieve a greater impact with an increased frequency and reach at those times.

Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures.This is because it is difficult to communicate without an understanding of:

When an advertiser decides how much space and/or time will be placed in each advertising medium that the company wants to use,the advertiser is determining its:

List and briefly describe the three basic types of media scheduling.Give an example of a product that would be likely to use each of these types of scheduling.

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.

Procter & Gamble has run ads that promote its Children's Safe Drinking Water program in which it shows its employees teaching people around the world how to purify their water.The program was instituted because 5,000 children die every day from diseases caused by unsafe water.These ads are examples of _____ advertising.

Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?

_____ advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand.

DAGMAR is an acronym for:

Verizon runs ads that have a map floating over cellphone users' heads showing where they have 3G network capabilities,and the blue coloring on the map shows that Verizon's coverage is almost everywhere in the United States.The ads also show an unfortunate AT&T customer with a red-shaded map showing much less 3G network coverage throughout the United States.Verizon is using _____ advertising.

Ads for General Foods International Coffees all feature the slogan,"It stirs the soul." Given this information and the fact that the ads feature flowers,soft lights,and romantic settings,you know that these ads use a _____ executional style.

_____ is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience.

The promotional mix is made up of a blend of four promotional tools.Name and briefly define each of these four tools.

All of the following are reasons why the concept of integrated marketing communications (IMC)is growing in popularity EXCEPT: