Exam 8: Marketing and Advertising Planning

What are the four stages of a traditional top-down marketing plan?

One of the most popular method for setting advertising budgets is the percentage of sales method.

Jerome stopped at Brewster's and bought a chocolate ice cream cone.As he was exiting the store,the cone developed a leak and dripped ice cream all over his expensive suit.At that point,he swore to never buy Brewster's ice cream ever again.In terms of the messages that stakeholders receive,Jerome received a (n)_____ message.

To influence customers' perceptions,marketers must understand that every corporate activity has a message component.

The Framework Company refurbishes antique French purses with silk,satin,and jade trimmings.The bags are its only product.They sell for about $875.They are available only in Houston and New York.They are promoted through cooperative advertising with an exclusive distributor and by word-of-mouth advertising.This is a brief description of Framework's:

The University of Phoenix has been described as more like an office building or industrial park than a place of higher education.It has no library building,and its bookstore only sells textbooks.The university is a subsidiary of a for-profit company called the Apollo Group.It proudly billed itself as "the largest private university in the United States." What approach to positioning is the university using?

The price of a model vintage wine,the use of Federal Express delivery by Lands' End,and the workmanship found in a finely crafted Persian rug are all examples of which type of company/brand-related messages that are sent to company stakeholders?

Which method used by advertisers for the allocation of advertising funds violates the marketing principle that marketing activities are supposed to stimulate demand,not occur as a result of sales?

The share-of-market/share-of-voice method:

Within a timeframe of five to seven years,Orco Construction Supply,a specialty distributor of tools and hardware to framing and foundation contractor markets in California,Arizona,and Nevada,plans to hit a revenue mark of $500 million which will more than double its 2003 gross sales that are expected to approach $200 million.This would be an example of a (n)_____ objective.

What is the simplest method for determining an advertising budget?

What does a SWOT analysis examine?

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods.In allocating funds for advertising the new light bulbs,its manufacturer decided to budget 5 percent of last year's sales for advertising expenditures.Which allocation method was the manufacturer using?

What is the greatest shortcoming of the percentage of sales method for setting the advertising budget?

Charlotte purchased a book on how to crochet from a Web site.After purchasing the book,she was pleased to receive regular e-mails from the site,offering her other products that she may be interested in.The e-mail also informed her about current trends in yarn and offered troubleshooting advice as well as free patterns.The relationship between Charlotte and the Web site is at what level?

Entrepreneur Chrissy Azzaro is founder of My-Tee,a Los Angeles fashion company.Besides its signature product,the My-Tee T-shirt,the company makes its own line of skirts,shoes,tank tops,and accessories that retail from $32 to $78.Publicists and buyers browse My-Tee's trendy showroom in Los Angeles for the latest trends and clothing lines.The company's promotional strategy relies on publicity.Celebrities from Hilary Duff to Courtney Cox have been photographed in My-Tee clothing.This exposure helped the company rack up $1 million in sales last year.This is a brief description of My-Tee's:

Baxter International,Inc.maintains manufacturing facilities around the world,one of which in North Carolina is the world's largest manufacturer of IV solutions in flexible containers.A (n)_____ would reveal to Baxter,changes in its environment that the company would need to address to maintain its standing as the leading producers of IV solutions in flexible containers.

The integration triangle developed by Duncan and Moriarty,unplanned messages are say messages-what companies say about themselves.

List the four levels of marketing communications integration.

Lucas Inc.makes lubricating oil specifically for race cars and uses a positioning strategy based on use/application.