Exam 16: Integrated Marketing Communications

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand painted and hand tied with a feather skirt.Advertising for American Magic Lures emphasizes how its lures,unlike others,are all handcrafted.This is its:

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic.The American Plastics Council is planning to use a(n)_____ strategy.

When Vincent saw Mike's new Iron Horse Yakuza Aniki mountain bike,Vincent immediately knew he wanted to own one just like it someday.According to the AIDA concept,Vincent entered the _____ stage.

The maker of Frank's RedHot pepper sauce spent $25,000 to create an ad that was targeted to consumers in the southwestern U.S.market.Because it created the ad itself and did not use an ad agency,Frank's RedHot sauce engaged in:

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

Ernest has three engineering degrees.He has hired an interior decorator to update his home.He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements that the designer is unable to understand.Yet Ernest has the same problems when the designer starts talking about mauve,cerise,and magenta.Why is the communication process not working in this instance?

Methodist Church In 2001,the United Methodist Church,the second-largest Protestant denomination in the United States,launched a four-year,$20 million national ad campaign.The theologically gentle but culturally edgy ads are aimed at Americans who are unchurched--people who know the name "Methodist" but don't know anything else about it.The "Igniting Ministries" ads have appeared on CBS and cable television.The purpose of the ads is to draw more people through Methodist Church doors in a time when mainline Protestant denominations are struggling. -Refer to Methodist Church.The church is hoping to see an increase of 3 percent in visitors to Methodist churches as a result of this ad.In terms of the communication process,this is the desired:

AIDA is an acronym for attention,interest,desire,and action.

If Charles Schwab Mutual Funds Investment Broker were to study its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

Usborne Books consultants sell books directly to customers via presentations in customers' homes,at book fairs and community events,and at craft shows.Usborne consultants are engaged in:

The Cloverfield trailer used the movie theater as

USA cable television uses billboard,television,magazine,and newspaper advertising to inform television viewers about new episodes of Monk,a popular television series.USA uses _____ communication.

Procter & Gamble uses cents-off campaigns,couponing,and free samples to increase sales of Tide detergent.In other words,it uses a _____ promotional strategy.

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.

Hasbro,Inc.hired actress Jamie Lee Curtis as its spokesperson to promote the company's board games.As part of the campaign,Curtis appeared in television spots dressed as characters from various Hasbro games such as Battleship,Monopoly,and Clue to promote the games as great Christmas gifts to parents who played the games as children.This promotion was intended to:

What are the three basic tasks of promotion? For each of these three tasks,give two specific promotions examples of how that task might be accomplished.

One way of conveying a message that the receiver will hear properly is to use abstract words and pictures.

Which of the following players in the communication process do all three of the examples in the case try to obscure during the marketing campaigns?

Cable TV It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has awakened the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggled in front of their television set,hooked up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she asked to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it?" -Refer to Cable TV.Keisha is watching television and sees an ad for DBS.Two ads later,she sees the new television ad for her local cable system.When questioned an hour later about advertising she has seen most recently,Keisha remembers a "cable" ad but cannot recall the details.Keisha's inability to recall the ad is most likely caused by _____ in the communication process.

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