Exam 14: Marketing Communications and Advertising

Which promotional tools involves a purchase situation involving a personal,paid-communication between two people in an attempt to influence each other?

Discuss social media marketing and describe how marketers use it to promote a product.

Consumers are looking more toward organic products to avoid exposure to pesticides,fungicides,herbicides,and antibiotics.Kashi provides a variety of products ranging from cereal to frozen dinners that are USDA organic.Being organic and having such a great variety gives Kashi a _____.

Media vehicles like People and Newsweek magazines appeal to a wide cross section of the population.In contrast,Golf and Cosmopolitan magazines have high levels of:

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.The means by which Amtrak communicates with business travelers about the merits and characteristics of the Metroliner is called:

An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline,"If your life moves this fast,maybe your oven should too." According to the ad,even though there never seems to be enough time to cook,this microwave will help you prepare home-cooked meals.This is an example of the use of a _____ executional style.

When Heinz introduced its ketchup globally,it first had to deal with the fact ketchup is not a household staple outside the United States.Heinz had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising to convince consumers to want the product.

Which of the following products is most likely to have a seasonal media schedule?

When Castrol Syntec,a premium motor oil,sought a new way to reach its young,car-passionate audience,the brand found its mark with video games.In its first-ever attempt at in-game advertising,Castrol Syntec found a way to show consumers (in a virtual world)the brand's power and performance.In the communication process,the game served as a(n)____ for transmitting the message.

Spending on advertising varies by industry.

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.The new LeBlanc's Pecan Company advertisements focus on the wide assortment of products available at the LeBlanc's store.This advertising highlights:

Eighty percent of all pregnant women suffer from morning sickness.In a large majority of women,the morning sickness is alleviated by ginger.Your company has developed Gin-Gins,an all-natural hard candy made from real ginger.You are responsible for developing advertisements for Gin-Gins.Name six common advertising executional styles.Then briefly describe how you would design five different Gin-Gins advertisements (one for each executional style you have listed).

Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

Meek's Hunting Emporium is a retail store that carries all the products hunters need or think they need.It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-,deer-,and turkey-hunting seasons on four local radio stations,as well as in the local newspapers.This is an example of a:

Research has shown banner ads on Web sites to be very effective.

Interpersonal communication is:

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy.

A $1-off coupon for Cascade dishwashing powder is a form of:

Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.

The ads for Tilex Mold & Mildew cleaner show the product being applied to a mildewed bathroom shower and the mildew disappearing.These ads use a _____ executional style.