Exam 16: Integrated Marketing Communications

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.

A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer.

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

_____ is anything that interferes with,distorts,or slows down the transmission of information.

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

Shannon Murphey wanted to increase sales at his Tyler,Texas,jewelry store,Murphey the Jeweler.After analyzing his sales figures,he decided to give away $50 gift certificates for local businesses to give to their employees."Many people used the gift certificates as credit toward more expensive items," explains Murphey.Murphey used a(n)_____ strategy.

The marketing function that evaluates public attitudes,identifies areas within the organization that the public may be interested in,and executes a program of action to gain public understanding is called:

AIDA stands for:

Frigo Design has developed easy-to-install panel sets to update any refrigerator,dishwasher,or compactor made since 1942.As Frigo Design plans its promotion for its new chalkboard panels,which of the following factors will be likely to affect its promotional mix?

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

Publicity:

Draw a diagram that illustrates the communication process.

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.The plan to optimally utilize television,radio,print,and out-of-home vehicles to target business travelers is called a:

You are the promotions director for Sunland Farm cholesterol-free eggs.Describe the steps in the communication process in your promotion campaign,using specific examples of the actions that will take place in promoting the eggs.

Fans of Ale-8,a ginger-flavored soft drink,are able to explain why Ale-8 is superior to any other type of cherry cola.They are scattered throughout eastern Kentucky and southern Ohio and are extremely brand loyal.Though Ale-8 is available in bottles or cans,most connoisseurs prefer glass bottles.Ale-8 "traditionalists" even insist on drinking the beverage from the old-style "long-neck" bottles as opposed to the newer,short-neck design.The characteristics of this target market indicate that a promotional mix with _____ should be used.

Target market characteristics and the type of buying decision the target market is making can affect the mix of promotional elements.Describe how differences in each factor change the promotional mix.

The AIDA concept:

Benedick and Taapo are arguing about newspaper publicity.Benedick says favorable publicity is free--hence the phrase,"free publicity." Taapo says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers.Benedick has a more accurate grasp of the definition of publicity.

Marketers typically use either a push or a pull strategy exclusively.

In 2006,Atlanta once again hosted the Peachtree Road Race,a running event that attracts many world-caliber racers.This year,race officials also sanctioned a race conducted in Iraq so that soldiers from Georgia would not have to miss the annual event.The winners of the Mideast race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree Race was as example of: