Exam 16: Promotional Planning for Competitive Advantage

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

Shawn wanted to increase sales at his jewelry store,Murphey's Jewelers.After analyzing his sales figures,he decided to give away $50 gift certificates for local businesses to give to their employees."Many people used the gift certificates as credit toward more expensive items," explains Shawn.He used a(n)_____ strategy.

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

Choose two of the four tools of the promotional mix and use them as column headings in the table that follows.Then fill in the rest of the table by using the characteristics listed in the left column to describe the two tools.

Definition communication and its two forms. For each form,give a specific example of how a company could use that form.

Allan went to a Web site that sells digital cameras and read reviews of several different models.He has requested more information about a Kodak camera that appeared to meet his needs,but he is not yet willing to give up his search to find the perfect camera.As far as Kodak is concerned,Allan is in the _____ step of the AIDA concept.

Which of the following statements about the characteristics of the elements in the promotional mix is true?

Slatescape sells crushed slate to be used as a decorative,permanent mulch to keep weeds out of flower beds.Initially,Slatescape was marketed heavily to home owners,but after years of radio and television advertising,Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Wal-Mart.This new strategy is a _____ strategy.

Promotion for a brand like Bounce fabric softener includes advertising,sales promotion,and public relations. To successfully launch its new product that attaches to the inside of the dryer and dispenses fabric softener,marketers of this brand need to coordinate all the promotional elements to assure consistency of the message at every contact point where a company meets the consumer. In other words,the marketers of Bounce would need to use:

What are the three basic tasks of promotion? For each of these three tasks,give two specific promotions examples of how that task might be accomplished.

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

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 is designed to communicate to a large audience via television,radio,and print.This is an example of _____ communication.

Chick-fil-A uses cows as their mascot.The cows are sometimes dressed in funny costumes or involved in some kind of behavior that defies cow-like conduct.Always they message is to encourage people to eat chicken,not beef.Chick-fil-A is the _____ of the message in this communication process.

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.Verizon took great care in coordinating all elements of its promotional mix to ensure the same message was being sent. The science-fiction positioning includes techno-sounding music,dark colors,and a young man in the ads and the videos on the Web site and even new shirts for the employees in Verizon retail stores. This is an example of:

Consumers are looking more toward organic products to avoid exposure to pesticides,fungicides,herbicides,and antibiotics.Kashi provides a variety of products ranging from cereal to frozen dinners that are USDA organic.Being organic and having such a great variety gives Kashi a _____.

Interpersonal communication is:

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites.The company rep is engaged in:

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers.This ad was placed by the product's manufacturer.This ad is an example of how manufacturers use a(n)_____ strategy.

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. The ability to conduct voice-activated Web searches with the Droid is an example of Droid's:

What are the three basic tasks of promotion?