Exam 16: Promotional Planning for Competitive Advantage

Amtrak Amtrak is taking the gloves off in advertisements and belittling its major competition, which is the airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inner-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 believe 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.The means by which Amtrak communicates with business travelers about the merits and characteristics of the Metroliner is called:

Which promotional tools involves a purchase situation involving a personal,paid-communication between two people in an attempt to influence each other?

The marketing campaign for Purina One dog food uses posters in veterinarians' offices,radio and television ads,and a Web site to promote benefits of the dog food.In terms of the communication process,Purina One used several different:

Droid In 2009, Verizon introduced the Droid, billed as the "anti-iPhone," targeted primarily to 20-40 year-old males concerned with functionality. The launch of the new smart phone was supported by a $100 million promotional campaign that included TV and billboard advertisements and in-store displays as well as digital media. The positioning of the brand is summed up in the promotional tagline, "In a world of doesn't, Droid does." The world of "doesn't" is an indirect swipe at the iPhone's shortcomings. One unique feature of the Droid is voice-activated web-browsing through cutting-edge Google software. In contrast to the iPhone's "There's an app for that" campaign, the ads and microsite, Droiddoes.com, look more like a sci-fi movie than traditional advertising. -Refer to Droid. Consumers purchasing the Droid and activating Verizon service within the first six months of the campaign receive a free case and car charger for their new phone. The purpose of these promotional elements were to stimulate consumer purchase and represent the _____ element of the promotion mix.

The _____ is the originator of the message in the communication process.

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy.

The Richards Group,a Dallas ad agency,created the Chick-fil-A cows.Since the time they created the cows the message has always been "Eat more chikin." The ad agency acted as the _____ of the message.

For communication to be effective:

Sara Blakely,founder of Spanx,had to go to department store managers and convince them that women would want to buy her footless pantyhose.Sara's activity to sell her products is best described as _____.

Marketers typically use either a push or a pull strategy exclusively.

The manufacturer of Robitussin cough and cold medicine provides sturdy displays for retailers,such as Walgreen's,Kroger,and Wal-Mart,to help merchandise all the Robitussin products consumers might need for the cold and flu season. Robitussin is using a(n)_____ promotional strategy.

Encoding is the:

A $1-off coupon for Cascade dishwashing powder is a form of:

The most successful global marketing managers realize that:

The receiver's response to a message is _____ to the source.

I'm a Mac On and off for several years Apple Inc. has been running its "I'm a Mac" advertising campaign. In the ads, seen on television and on the Internet, actors play the roles of a Mac and a Windows PC. The actor that plays the PC, often known as the PC guy, John Hodgeman, is portrayed as a nerd, while the Mac guy, played by Justin Long, is (of course) the "cool" guy. The ads tout the many advantages of the Macintosh operating system, ranging from its ease of use to its freedom from the many viruses that plague Windows-based PCs. For example, in one ad the PC guy tapes a camera to his head to make a video only to be reminded that all Macs come with a built-in camera. In another the PC guy sings a country song bemoaning the problems of the Windows operating system. -Refer to I'm a Mac.Apple's choice of television as the primary medium for its I'm a Mac campaign is based on the fact that it is a one-way mass communication vehicle.Television is most commonly used with which promotional mix element?

Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures.This is because it is difficult to communicate without an understanding of:

The promotional mix consists of:

Just as Melanie was in sight of a billboard for the McDonald's,a police car drove by with its lights flashing.Melanie was so concerned with watching where the police car went that she totally missed seeing the fast-feeders billboard.In terms of the communication process,the police car acted as:

Amtrak Amtrak is taking the gloves off in advertisements and belittling its major competition, which is the airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inner-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 believe 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.Television,radio,print,and out-of-home media represent the _____ in the communication process used by Amtrak.