Exam 16: Promotional Planning for Competitive Advantage

Draw a diagram that illustrates the communication process.

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

When Castrol Syntec,a premium motor oil,sought a new way to reach its young,car-passionate audience,the brand found its mark with video games.In its first-ever attempt at in-game advertising,Castrol Syntec found a way to show consumers (in a virtual world)the brand's power and performance.In the communication process,the game served as a(n)_____ for transmitting the message.

Anything that interferes with,distorts,or slows the transmission of information in the communication process is referred to as:

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

Marketers use public relations to:

The two major categories of communications are:

Effective promotions are designed to either inform,persuade,or remind the target audience.

For many years Jell-O gelatin has run advertisements that tell consumers that there is "always room for Jell-O." This is an example of _____ promotion.

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will explain how plastics protect families from food spoilage and contamination.The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance.By trying to change customers' perception of plastic packaging,the council is using _____ promotion.

Compare and contrast corporate blogs and noncorporate blogs and discuss how they can be incorporated into a company's promotion mix.

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.

The marketing function that evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding is:

A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed,loyal to the product in question,and geographically widely scattered.

A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer.

Promotion is the process by which we exchange or share meanings through a common set of symbols.

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 I'm a Mac ads emphasize certain aspects of the Macintosh operating system such as its ease of use.This represents the product's:

Publix is a grocery chain operating mainly in the southeast.Every Thanksgiving they have ads where pilgrim salt and pepper shakers act out at the dinner table.Because Publix is the originator of the communication process they are the _____.

The main function of a promotional strategy is to:

Because dishwashers are in the maturity stage of their product life cycle,which promotional mix element should NOT be emphasized in the marketing of this product?