Exam 16: Integrated Marketing Communications

The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

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

Encoding is the:

The Steel Recycling Institute is an industry association that promotes and sustains the recycling of all steel products.An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of:

All promotion,especially advertising,is reduced as a product enters the decline stage.However,personal selling and sales promotion efforts might be maintained,especially at the retail level.

When a product is in the growth stage of its product life cycle:

The receiver's response to a message is _____ to the source.

Because marketers do not control consumers' comments on social media sites such as Twitter and Facebook:

Which of the following statements about advertising is true?

To increase its revenues,US Airways has decided to sell space on air-sickness bags to companies that would like to use this unique channel for their promotional messages.In terms of the promotional strategy,the air-sickness bags will be used for:

Informative promotion is used to keep the product and brand name in the public's mind.

_____ is probably the most important factor in determining the promotional mix.

For its new Jeep Compass,DaimlerChrysler came out with a new campaign targeting young,hip consumers.To reach its target,DaimlerChrysler used music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.These communications were directed at the _____,the persons who would decode the message.

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 is the originator of this ad campaign against satellite dishes.The industry represents the _____ in the communication process.

It's been a few years since odor-free paint hit the market,and a paint manufacturer estimates the paint to be in the growth stage of its product life cycle.With all the competition in the industry today,the manufacturer should use promotions that persuade buyers of odor-free paint to purchase its brand over all others.

Point-of-purchase displays in grocery stores,coupons,premiums,and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.

_____ is the careful coordination of all promotional activities to produce a consistent,unified message that is customer focused.

All promotions are designed to inform,persuade,or remind the target audience.

Which of the following statements about sales promotions is true?

Why is the concept of integrated marketing communications (IMC)growing in popularity?