Exam 16: Integrated Marketing Communications

List the four stages of the product life cycle.Then describe the promotional strategies used in each stage.

Sales promotion consists of all marketing activities that stimulate consumer buying and dealer effectiveness.

Amtrak Amtrak is taking the gloves off in advertisements and belittling its major competition,which is airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inwardly 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 believes 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 is designed to communicate to a large audience via television,radio,and print.This is an example of _____ communication.

HBO used a challenging initial contact with coded mailers.That some people decoded the messages functioned as a type of what to marketers?

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.

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

When Becca saw the ad suggesting Subway sandwiches as a dinner meal,she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice.In terms of the communication process,Becca:

To get more retailers to stock its products,Rust-Oleum paint developed a strong advertising campaign aimed at consumers.The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn't chip,peel,or fade.Rust-Oleum is using a _____ promotional strategy.

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

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will explain how plastics protect families from food spoilage and contamination.The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance.By trying to change customers' perception of plastic packaging,the council is using _____ promotion.

The AIDA concept can be used to explain how all promotions influence purchase decisions.

The marketing campaign for Alpo dog food uses posters in veterinarians' offices,radio and television ads,and a Web site to promote benefits of the dog food.In terms of the communication process,Alpo uses several different:

Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops.To find clients to advertise on the coffee cup jackets,the company sent a representative to companies like Warner Brothers,eBay.com,and the Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers.Java Jacket's activities can best be described as:

During a recent summer,Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney's summer blockbuster Pirates of the Caribbean: Dead Man's Chest.This was an example of:

Rosarita is responsible for developing a plan for the optimal use of advertising,personal selling,sales promotion,and public relations.Rosarita is developing a:

The various Survivor shows have been promoted through personal appearances by show participants,Web sites,and merchandise with the Survivor logo as well as print and broadcast advertising.To make sure that all of the promotional messages are coordinated,CBS (the network on which the show is broadcast)should use the:

Slatescape sells crushed slate to be used as a decorative,permanent mulch to keep weeds out of flower beds.Initially,Slatescape was marketed heavily to home owners,but after years of radio and television advertising,Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Walmart.This new strategy is a _____ strategy.

Petra McCoy has developed a product for cleaning grout called Grout-Chee.Everyone who has tried the product really appreciates how quickly it works,but McCoy is having trouble getting retail stores to carry the product.She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product.McCoy is using a(n)_____ promotional strategy.

The ultimate objective of any promotion is a purchase or some other activity.One model for reaching promotional objectives is called the AIDA concept.This model proposes that consumers are moved through four stages by the promotional mix.Suppose you are the promotional manager for the new B-Gone squirrel-proof bird feeders.(Before the B-Gone,there were no feeders on the market that were really squirrel proof. )This bird feeder is guaranteed to prevent squirrels from reaching and eating its contents.Describe the promotional activities you would recommend in each stage of AIDA model for the B-Gone feeder.Assume that personal selling will NOT be used.

Which of the following is NOT a disadvantage a firm using mass communication might experience?