Exam 16: Promotional Planning for Competitive Advantage

Which of the following outlines a sequential four-step process for achieving promotional goals?

Explain the concept of integrated marketing communications (IMC)and discuss why it has been growing in popularity.

Which type of blog is sponsored by a company or one of its brands and maintained by one or more of the company's employees?

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.Amtrak originated the new campaign.Amtrak represents the _____ in the communication process.

The Americans for Balanced Energy Choices has spent $1.3 million on billboard,newspaper,television and radio ads to rally public support for coal-fired electricity.The council has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

Compared to the other promotion mix tools,personal selling offers the marketer the greatest control over the situation.

_____ is the careful coordination of all promotional activities to produce a consistent,unified message that is customer focused.

AIDA is an acronym for Attention-Interaction-Desire-Action.

Which of the following is appropriate for products in the decline stage of the product life cycle?

An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines.The ad said that if you were interested in learning more about the new product or trying it out,you should ask your physician.The manufacturer of the drug was using a _____ promotional strategy.

A $1-off coupon for Cascadian Farm granola bars is a form of:

Mercury Solar Systems uses a video on their web site to show how solar power can be converted to electricity in a home using a photovoltaic system.The video format is used as a(n)_____ format because the average consumer may perceive the product as highly technical.

One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.

A plan for the optimal use of advertising,personal selling,sales promotion,and public relations is called a:

Tide laundry detergent 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.

A manufacturer of a prescription-only blood pressure medication uses sales reps to call on doctors to explain the benefits and side effects of the drugs. The pharmaceutical reps also provide the doctor with samples to give to patients. The manufacturer of the drug is using a _____ strategy.

_____ is the conversion of the sender's ideas and thoughts into a message.

When Heinz introduced its ketchup globally,it first had to deal with the fact ketchup is not a household staple outside the United States.Heinz had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising to convince consumers to want the product.

Persuasion normally becomes the primary promotion goal when entering which stage of the product life cycle?