Exam 16: Integrated Marketing Communications

Marketers targeting consumers in foreign countries must worry about the translation and possible miscommunication of their promotional messages by other cultures.

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.The promotional campaign Martin is utilizing is designed to accomplish which basic promotional task?

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.In terms of the communication process,the unchurched who see the ads while watching television are expected to be:

Which of the following outlines a sequential four-step process for achieving promotional goals?

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 television advertising utilized by cable operators represents the means by which the company communicates to current users to influence an opinion or elicit a response.This is called:

Protons are new,poppable snacks made with super-crunchy tofu.They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy,Backyard Bar-B-Q,Tomato Herb Garden,Cinnamon Toast,and Lemon Meringue Pie.Which elements of the promotional mix would be most useful in attracting attention to this new snack food?

_____ is any form of sponsor-identified,impersonal paid mass communication.

The promotional mix is made up of a blend of four promotional tools.Name and briefly define each of these four tools.

Because automobile tires are in the maturity stage of their product life cycle,the promotional mix element _____ should NOT be emphasized in the marketing of this product.

A channel in communication is:

A person buying a Valentine's Day gift for a significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for his or her mail carrier.

While talking to Mr.and Mrs.Knighton,the appliance salesperson described one of the refrigerators as "a real money saver" and "a true bargain," but he also kept looking down at his feet and shuffling around.His nonverbal cues:

A _____ is defined as the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition.

Maddie's Beverage Company has recently introduced Wateroos,eight-ounce servings of water in juice-style containers with straws,to encourage children to drink more water.Since this product is in the introductory stage of the product life cycle and as yet has no direct competition,Maddie's promotional objective should be persuasion.

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 attempting to get consumers to ask the retailer for his product,Martin is using a _____ promotional strategy:

Which of the following statements about the characteristics of the elements in the promotional mix is true?

For its new Jeep Compass,DaimlerChrysler launched a campaign targeting young,hip consumers.To reach its target,Jeep's advertising agency used music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency devised a host of bobblehead characters that represented the wide variety of potential Compass buyers.DaimlerChrysler was the _____ of the message in this 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.Amtrak's campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather.The promotional campaign focuses on Amtrak's:

You are the promotions manager for Pyrolave,a company that turns lava rock into counter tile.The company's counter tile is easy to clean and resistant to scratches but is more expensive than other materials used for countertops.You need to decide whether to implement a push or a pull promotional strategy.Define and describe both the push and the pull strategy,and describe what promotions might be used in each strategy.

Before Web 2.0,this sort of elaborate marketing campaign would not have been possible because of proliferation of the Internet and popularity of viral campaigns.