Exam 2: The Promotion Industry

A regional fast food chain, Chopsticks, features rice bowls as a mainline product and is interested in expanding into a new market. What type of firm might conduct the research needed to expand into the new market?

Which of the following is an external facilitator?

Different types of marketers each use advertising somewhat differently, depending on how big their budgets are.

Advertisers are shifting some money away from traditional media because they are

Scenario 2-1 Golf America is a small, national golf company that owns and operates two dozen golf courses in sunbelt cities in the Southwest, Texas, Florida and North Carolina. The company prides itself on buying older courses and investing in them to increase membership, outside play, and update the facility. Members of existing clubs see tremendous changes in grounds, landscaping, food service and golf amenities when Golf America assumes ownership and management responsibilities. In each market in which it owned and operates, Golf America engages a marketing group or agency to assist with communications and promotions. -(Scenario 2-1) Golf America has decided against forming an in-house advertising agency because it feels it needs representation in local markets from people who have established reputations. What other reason would there be NOT to form an in-house agency?

Scenario 2-1 Golf America is a small, national golf company that owns and operates two dozen golf courses in sunbelt cities in the Southwest, Texas, Florida and North Carolina. The company prides itself on buying older courses and investing in them to increase membership, outside play, and update the facility. Members of existing clubs see tremendous changes in grounds, landscaping, food service and golf amenities when Golf America assumes ownership and management responsibilities. In each market in which it owned and operates, Golf America engages a marketing group or agency to assist with communications and promotions. -(Scenario 2-1) Golf America is also considering hiring an external facilitator to develop an on-line presence and sell golf membership, tee times at its courses and golf merchandise from its proshops on-line. What type of firm might it hire?

Scenario 2-5 Thomas Motors is an independent auto dealer in a metropolitan market dominated by a number of national franchise dealerships including General Motors, Ford, Daimler/Chrysler, and foreign imports Honda, Toyota and more. In order to maintain their share of market, Thomas must do significant advertising in a number of different media. They carry several different popular makes of automobiles, both foreign and domestic, and maintain a high level of inventory on their lot at all times. -(Scenario 2-5) Thomas' management has budgeted $1,000,000 for television advertising for the coming year. How much can their advertising agency expect to earn from this commitment using a traditional commission system compensation plan?

Scenario 2-4 Advertising is a $300-billion-per-year business in the United States. Understandably, competition for clients is fierce among advertising agencies. There are many different reasons why a client may choose to move its business to a new agency, but there is one constant. The agency that wins the business is celebrated by the press; the agency that loses the business, however, is typically forgotten fairly soon. -(Scenario 2-4) Kentucky Fried Chicken, a subsidiary of Yum! Brands, Inc. which owns A&W, KFC, Long John Silvers, Pizza Hut and Taco Bell restaurants, is the world's largest restaurant company with nearly 32,500 system units in more than 100 countries and territories. KFC is looking for a new advertising agency to assist with advertising in Mexico and Canada. The client feels that it would be best served by a very large agency offering a wide range of services. To have the most agencies to choose from, it should focus its search on agencies with headquarters in

Media organizations are essential to IMC because

The most visible reseller advertisers are:

Dooley, Fishback and Waller advertising agency sets an hourly rate for its services. The rate is based on the average salary of all the members of a particular department. This is an example of

The Seaside Resort & Hospitality Company wants to purchase land and construct a resort hotel on the shorefront in San Clemente, California next to the Nixon retreat. However, the resort company would also like to construct a golf course on the property as well and needs help with local political relationships to accomplish this. The company might hire which of the following to assist in the project?

When an ad agency uses a compensation system much like that used by consultants or attorneys to bill clients, it is using

Today, expenditures worldwide on all forms of promotion exceed:

Scenario 2-5 Thomas Motors is an independent auto dealer in a metropolitan market dominated by a number of national franchise dealerships including General Motors, Ford, Daimler/Chrysler, and foreign imports Honda, Toyota and more. In order to maintain their share of market, Thomas must do significant advertising in a number of different media. They carry several different popular makes of automobiles, both foreign and domestic, and maintain a high level of inventory on their lot at all times. -(Scenario 2-5) Thomas is very interested in collecting information on customer purchase transaction histories of all consumers that have purchased new vehicles in the metropolitan area during the past two years. Which of the following types of external facilitators will they most likely contract to do such work for them?

Traditional media include all of the following except:

Scenario 2-5 Thomas Motors is an independent auto dealer in a metropolitan market dominated by a number of national franchise dealerships including General Motors, Ford, Daimler/Chrysler, and foreign imports Honda, Toyota and more. In order to maintain their share of market, Thomas must do significant advertising in a number of different media. They carry several different popular makes of automobiles, both foreign and domestic, and maintain a high level of inventory on their lot at all times. -(Scenario 2-5) To stimulate more consumer traffic at the dealership, Thomas Motors has decided to offer a chance to win a free automobile for anyone who comes in and test drives any vehicle on their lot. Which of the following types of organizations are they most likely to employ to design and operate this contest?

Marketers are looking to the full complement of promotional opportunities in sales promotions, event sponsorships, new media options, and public relations instead of traditional advertising efforts.

O'Reilly Media coined the phrase Web 2.0 to refer to a second generation of Web users and services that emphasize

Scenario 2-6 SC Johnson & Son produces a wide variety of very popular consumer products such as Shout , Windex , Mr. Muscle , Ziploc , Edge , Glade , Vanish , Raid , OFF! , Pledge , Scrubbing Bubbles Bathroom Cleaner. These products are in highly competitive markets and require substantial investments in consumer promotion to maintain market share. -(Scenario 2-6) SC Johnson managers have agreed that their advertising agency will be compensated based on measures of audience awareness of their consumer products. This indicates that they have chosen a ____ compensation program for their agency.