Exam 16: Promotional Planning for Competitive Advantage

Corporate blogs are those monitored by major search engines such as Google and Yahoo!

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's campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather.The promotional campaign focuses on Amtrak's:

One or more unique aspects of an organization that causes target consumers to patronize that firm rather than competitors is called:

When a product is in the growth stage of its product life cycle:

The person who decodes a message in the communication process is called the:

Progressive Bank uses billboard,television,newspaper,and magazine advertising to inform consumers about their products.This is an example of _____ communication.

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's careful coordination of all of its promotional activities to present a single,focused communication to its consumers is an example of:

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic.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.

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt.Advertising for American Magic Lures emphasizes how its lures,unlike others,are all handcrafted.This is its:

IMC stands for interactive marketing communications.

When a marketer sends a message to the target market,the marketer must first decode the symbols used.

All of the following are reasons why the concept of integrated marketing communications (IMC)is growing in popularity EXCEPT:

Describe the promotional strategies used in each stage of the product life cycle.

The U.S.government offered consumers "Cash for Clunkers" in which they would receive thousands of dollars toward the purchase of a more fuel-efficient automobile when they traded in an older,inefficient automobile.The goal was to get the old gas guzzlers off the road as well as stimulate the economy when consumers purchased new vehicles. Which promotion tool did the government use to stimulate purchases?

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.In attempting to get consumers to ask the retailer for this product,Apple Inc.is using a _____ promotional strategy:

The AIDA concept:

If a business studied its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended because there are so many advertisements on television and in the magazines in which it advertises. The other ads are examples of noise in the communication process.

Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.