Exam 16: Promotional Planning for Competitive Advantage

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel,a telecommunications company in Singapore.The campaign let SingTel customers pick their dream couple and follow their lives through a moblog.SingTel used _____ to communicate with its consumers.

Several factors affect the choice of promotional mix.Name five of these factors.

Describe how a lack of funds affects the use of each of the promotional tools for a small,financially strapped company.Describe the trade-offs that occur between funds available and other aspects of promotion.

_____ is probably the most important factor in determining the promotional mix.

Within the communication process for a car dealer's ad,which of the following would be an example of noise?

Even though a message is received,it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.

All of the following are elements of the communication process EXCEPT:

The elements of the promotional mix include advertising,sales promotion,personal selling,and competitive advantage.

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

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.The promotional campaign in which Apple tells consumers about the features and benefits of the Mac is attempting to achieve which goal of promotion?

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

When a doctor asks a pharmaceutical sales representative about the side effects of a new drug the rep was informing the doctor about in hopes that he will prescribe it for patients,it was an example of:

The AIDA concept:

Which of the following is one of the basic tasks typically performed by promotion?

The particular promotion mix chosen by a firm for a product or service depends on all of the following EXCEPT:

Define promotion and discuss its role in a company's marketing mix.

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic.The American Plastics Council is planning to use a(n)_____ strategy.

You are the promotions director for Back to Nature Crispy Wheats,baked snack crackers .Describe the steps in the communication process in your promotion campaign,using specific examples of the actions that will take place in promoting the crackers.

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 plan to optimally utilize television,radio,print,and out-of-home vehicles to target business travelers is called a:

_____ is any form of impersonal (one way)paid communication in which the sponsor or company is identified.