Exam 1: The World of Integrated Marketing Communication

Scenario 1-5 Exodus Moving is a small business that was created to serve local furniture stores' delivery needs in the Boulder Colorado area. They have specialized equipment that allows them to lift and transfer large and bulky pieces of furniture with less risk of damage than most traditional movers. Many of these furniture stores do not sell enough volume to keep their own trucks and drivers busy all of the time, so Exodus fills a real market need. As a result, most such stores are very interested in outsourcing delivery service needs. Exodus has attracted many customers from these stores by guaranteeing 48 hour delivery within a 50 mile radius of any of the stores they serve. Eventually, Exodus hopes to attract the business of other retailers who might require delivery services, such as electronics or appliance stores. -(Scenario 1-5) Exodus advertises in the trade magazine "Western Interiors", which is read by furniture retailers and interior decorators throughout 12 western states. Which of the following best describes this type of promotion?

You are product manager for a company that manufactures copy machines for offices. Therefore, you will most likely

You have been asked to analyze advertising industry expenditures by target market. You want to start with the market that is most often targeted by advertisers. You begin by looking at

Scenario 1-1 In fall 2004, Sears and Kmart announced a merger of their operations. The new company, known as Sears Holdings, will be based at Sears headquarters outside Chicago. While the new company will operate both Sears and Kmart stores, "several hundred" Kmarts will be converted to Sears. The companies currently operate about 3,500 stores combined. Kmart is known for its in-store special offers which it signals with blue lights. Recently Kmart has been losing ground to industry goliath Wal-Mart Stores Inc. The Troy, Michigan based Kmart has a history stretching back more than 100 years from its start as Kresge dime stores. To compete, Kmart has introduced Super K Stores which offer thousands of name brand products for personal use, home and auto, as well as full service grocery stores. (Jackie Sindrich and Michael Erman, "No Sure Way Seen to Keep Kmart's Blue Light Shining," Reuters, AOL Online, January 4, 2002. Parija Bhatnagar and Chris Isodore, "The Kmart Sears Deal,"CNNMoney, money.cnn.com, November 17, 2004.) -(Scenario 1-1) A couple goes out shopping at the new store for the first time. They purchase over $250 worth of groceries and personal items. All in all, the new store is exciting, clean and refreshing. They take advantage of samples of pizza, trail mix and deli meat. The shopping excursion is fun for the couple and they enjoy their experience. As they leave the Super K, they see the display case and take a look at the specialty Super K products inside. They buy a hat with the Super K logo and replica of a "blue light" on it. This is an example of

Scenario 1-5 Exodus Moving is a small business that was created to serve local furniture stores' delivery needs in the Boulder Colorado area. They have specialized equipment that allows them to lift and transfer large and bulky pieces of furniture with less risk of damage than most traditional movers. Many of these furniture stores do not sell enough volume to keep their own trucks and drivers busy all of the time, so Exodus fills a real market need. As a result, most such stores are very interested in outsourcing delivery service needs. Exodus has attracted many customers from these stores by guaranteeing 48 hour delivery within a 50 mile radius of any of the stores they serve. Eventually, Exodus hopes to attract the business of other retailers who might require delivery services, such as electronics or appliance stores. -(Scenario 1-5) For now, Exodus limits their advertising to furniture store journals because they perceive that these stores are

Scenario 1-5 Exodus Moving is a small business that was created to serve local furniture stores' delivery needs in the Boulder Colorado area. They have specialized equipment that allows them to lift and transfer large and bulky pieces of furniture with less risk of damage than most traditional movers. Many of these furniture stores do not sell enough volume to keep their own trucks and drivers busy all of the time, so Exodus fills a real market need. As a result, most such stores are very interested in outsourcing delivery service needs. Exodus has attracted many customers from these stores by guaranteeing 48 hour delivery within a 50 mile radius of any of the stores they serve. Eventually, Exodus hopes to attract the business of other retailers who might require delivery services, such as electronics or appliance stores. -(Scenario 1-5) In all of the promotional materials, Exodus Moving uses the slogan "Swift, Yet Gentler." This process of creating a distinct place relative to other movers in the market is known as ____.

Which of the following is an accurate description of advertising?

Audiences can be considered geographic entities by marketers. The book offered five different types of promotion that result from this. List three of these different types of promotion defined by geography. Describe when the use of each of the three types you list is appropriate.

A critic of advertising tells you that the costs of advertising are built into the costs for products, which are then passed on to the consumer. You have decided to argue the point with him. Which argument should you not present?

When demand for goods and services is stimulated by advertising, the economic system of the country benefits by

Scenario 1-1 In fall 2004, Sears and Kmart announced a merger of their operations. The new company, known as Sears Holdings, will be based at Sears headquarters outside Chicago. While the new company will operate both Sears and Kmart stores, "several hundred" Kmarts will be converted to Sears. The companies currently operate about 3,500 stores combined. Kmart is known for its in-store special offers which it signals with blue lights. Recently Kmart has been losing ground to industry goliath Wal-Mart Stores Inc. The Troy, Michigan based Kmart has a history stretching back more than 100 years from its start as Kresge dime stores. To compete, Kmart has introduced Super K Stores which offer thousands of name brand products for personal use, home and auto, as well as full service grocery stores. (Jackie Sindrich and Michael Erman, "No Sure Way Seen to Keep Kmart's Blue Light Shining," Reuters, AOL Online, January 4, 2002. Parija Bhatnagar and Chris Isodore, "The Kmart Sears Deal,"CNNMoney, money.cnn.com, November 17, 2004.) -(Scenario 1-1) One person receives a direct mail piece from Super K that offers a free T-shirt with a Super K logo on it and thinks the offer is pretty cool. Another person receives the same direct mail piece and thinks that anyone who would display the name of a grocery store on his or her clothing must be unsophisticated. The differing interpretations are most likely the result of

Hallmark runs a commercial saying that people who receive greeting cards appreciate the cards more when they see the Hallmark name on the back. This is an example of

Scenario 1-6 Gillette M3Power-a MACH3 razor innovation-is a groundbreaking, powered wet shaving system for men that delivers a totally new shaving experience resulting in Gillette's best shave ever. M3Power builds on the heritage of MACH3 and combines Gillette's latest and best razor and blade technologies. M3Power outperforms all other blades and razors in closeness, comfort and safety during and after the shave. Gillette M3Power features other innovations beyond power: new blades featuring PowerGlide™-an enhanced blade coating for incredible glide and maximum comfort, a moisturizing Indicator Lubrastrip™ and a technologically-advanced handle (www.Gillette.com). Recently, Gillette Co. direct-mailed users of competing male products, throughout the United States, a free MACH3Power razor with blades and a coupon offer. In addition, a series of coordinated advertisements to male consumers were developed to increase awareness of this product. Gillette said that its goal was to have a market awareness rate of 70% within four months. -(Scenario 1-6) Gillette advertises to consumers, to retailers, and even to wholesalers with the slogan "The Best a Man Can Get" to encourage more distribution of their products. They also have personal salespeople meeting with retailers and wholesalers on a regular basis. They offer promotional items in stores for consumers and are known to sponsor events like NASCAR races. This emphasis on the brand and not just communication is known as

Corporate advertising is intended to create a favorable attitude towards an entire corporation, rather than any specific brands.

According to the model of mass-mediated communication, which of the following statements is not true?

Market segmentation is

You and your best friend watch the same television commercial together. You think that the spokesperson in the ad is quite humorous. Your friend thinks that the spokesperson is just plain stupid. This is an example of

As president of a successful advertising agency, you have been asked by a potential client to tell her about the roles advertising can play for her business. Which one of the following should you not tell the potential client?

List and describe the two main components that comprise the model of communications presented in the book. Explain why they are considered partially independent.

IMC is the use of many tools, including advertising, in a coordinated manner to build and maintain brand awareness, identity, and preference.