Exam 16: Integrated Marketing Communications

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

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

Publicity is free.

RugRatReaders Greg Martin has developed his own line of children's books.The books are written for children ages 3 to 6 and are produced using cotton fiber as pages,rendering them "nearly" indestructible.This unique feature makes Martin's books superior to the competition.His products are called RugRatReaders.Martin has decided to advertise the books to his target market (women with children ages 3 to 6)via radio.He does not have a formal advertising budget,but he will spend whatever money he has in the bank after producing the books each month.His message will focus on the product and its unique features.Martin has been having problems getting retailers to stock his new product.It is Martin's hope that consumers will go to their local bookstores and ask for the RugRatReaders. -Refer to RugRatReaders.Martin's choice of radio as his promotional tool is based on the fact that it is a one-way mass communication vehicle.Radio is most commonly used with which promotional mix element?

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

An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines.The ad said that if you were interested in learning more about the new product or trying it out,you should ask your physician.The manufacturer of the drug was using a _____ promotional strategy.

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.The cable industry's ad campaigns are designed to communicate to a large audience via television and radio.It uses _____ communication.

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

According to the AIDA concept,the first step an advertiser must take is to gain the consumers':

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.How might the United Methodist Church benefit from use of integrated marketing communications (IMC)?

The National Pork Board wants to create more consumer demand for pork products.The board has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

Choose two of the five tools of the promotional mix and use them as column headings in the table that follows.Then fill in the rest of the table by using the characteristics listed in the left column to describe the two tools.

RugRatReaders Greg Martin has developed his own line of children's books.The books are written for children ages 3 to 6 and are produced using cotton fiber as pages,rendering them "nearly" indestructible.This unique feature makes Martin's books superior to the competition.His products are called RugRatReaders.Martin has decided to advertise the books to his target market (women with children ages 3 to 6)via radio.He does not have a formal advertising budget,but he will spend whatever money he has in the bank after producing the books each month.His message will focus on the product and its unique features.Martin has been having problems getting retailers to stock his new product.It is Martin's hope that consumers will go to their local bookstores and ask for the RugRatReaders. -Refer to RugRatReaders.In all of Martin's ads,he will emphasize the books' indestructibility.This represents the product's:

Every year,the Discovery Channel has what it calls Shark Week,a weeklong marathon of programs on sharks.In New York,Discovery Channel street teams disguised as Surfers,Bight University faculty,and Bight University "chewleaders" will attack city streets in July visiting morning television shows,landmarks,and high-traffic areas to promote the series.An article in the New York Times on Shark Week and the Discovery Channel's street teams would be an example of:

Because the initial communications were unidentified (and in dead languages),they would be considered publicity rather than advertising.