Exam 16: Integrated Marketing Communications

For products like audio cassette tapes (which are in the decline stage of the product life cycle):

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

What is integrated marketing communications (IMC)? How is IMC implemented?

Vegetarians sometimes have trouble making sure they get enough protein in their diets.Protons are a new,poppable snack 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.Protons' features,including that they are organic,vegan,and cholesterol free,give the new product its:

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.Television represents the _____ in the communication process used by the cable industry to transmit its message.

Campbell's soup has been promoted with television commercials,radio spots,newspaper coupons,and magazine advertisements.In the communication process,these media served as _____ for transmitting the message.

Molson beer was produced in Canada.Coors was manufactured in the United States.A merger of the two breweries gave each brand access to a significantly larger market.To effectively reach both markets,the merged company needed to coordinate its promotional mix to produce a consistent,unified,and customer-focused message.In other words,the brewery needed to use:

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites.A Bag Media representative made a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites.When one of the entrepreneurs ordered its Web address printed on 25,000 bags,it was an example of:

Which of the following goals of promotion did Campfire Media accomplish to great success with its subtle True Blood campaign?

The communication process itself consists of:

Vera ordered the Chihuahua Christmas ornament she saw advertised in the Sunday coupon supplement by phoning The Danbury Mint and placing her order.In terms of the communication process,Vera's purchase was an example of:

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

Persuasion normally becomes the primary promotion goal when:

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers.This ad was placed by the product's manufacturer.This ad is an example of how manufacturers use a(n)_____ strategy.

The two major categories of communications are:

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a push strategy.

Interpersonal communication is:

GM uses blogging to communicate with customers online.GM's vice chairman Bob Lutz-an auto industry veteran and the company's director of product development-began a blog about the company in 2005.Once readers realized it really was Lutz and not an advertising ploy,they quickly warmed to the idea and appreciated his candid comments about GM and its competition.This is an example of:

For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process?

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage.The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n)_____ format because the product is so technical.