Exam 16: Promotional Planning for Competitive Advantage

To increase its revenues,US Airways has decided to sell space on the backs of the tray tables to sponsoring companies as a different medium for their promotional messages.The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be:

Target market characteristics and the type of buying decision the target market is making can affect the mix of promotional elements.Describe how differences in each factor change the promotional mix.

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.According to the AIDA model,the first step Apple must achieve with their target market is:

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a pull strategy.

According to the AIDA concept,the first step a marketer must achieve with potential customers is:

Advertising,personal selling,sales promotion,and public relations make up the:

The toy inside of a McDonald's Happy Meal is an example of:

Media,salespeople,or a retail store best represent which element of the communication process?

You are the promotion manager for a new brand of dog food.Describe how you might use all four tools of the promotional mix to promote the product.

AIDA stands for:

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's campaign is designed to communicate to a large audience via television,billboards,and the Internet. It uses _____ communication.

_____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

_____ is the interpretation of the language and symbols sent by the source through a channel.

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. At Droiddoes.com,consumers can post questions or comments and get feedback from the company or other consumers. This site is sponsored and maintained by Verizon,which is an example of a(n):

The key benefit of the AIDA concept is that it explains how all promotions influence purchase decisions.

Toro offered consumers up to a 100% refund if they purchased a Toro snowblower in the summer and it didn't snow much during the subsequent winter. This is an example of _____ designed to stimulate consumer buying.

Point-of-purchase displays in grocery stores,coupons,premiums,and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.

To get more retailers to stock its products,Rust-Oleum paint developed a strong advertising campaign aimed at consumers.The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn't chip,peel,or fade.Rust-Oleum is using a _____ promotional strategy.

The ultimate objective of any promotion is a purchase or some other activity.A model for reaching promotional objectives is called the AIDA concept.What does this acronym stand for? Describe what marketing actions might take place in each stage of this model.