Exam 16: Promotional Planning for Competitive Advantage

To increase its revenues,US Airways has decided to sell space on the tray tables to companies that would like to use this unique channel for their promotional messages.In terms of the promotional strategy,the tray tables will be used for:

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

For which of the following purchases would a consumer most likely to pass through all four stages of the AIDA process?

Fans of Cheerwine cherry-flavored cola are able to explain why Cheerwine is superior to any other type of cherry cola.They are scattered throughout the southeastern United States and are extremely brand loyal.The characteristics of this target market indicate that a promotional mix with _____ should be used.

New Moon,the second movie in the vampire love-saga,has been promoted through TV,newspaper,magazine,Web sites,and merchandise.To make sure that all of the promotional messages are coordinated,the studio which produced it should use the:

Informative promotion is generally used:

Compare and contrast push and pull strategies. Which strategy would be most appropriate for a new cat food product offered by Purina,which already has several cat food products on the market?

The ultimate objective of any promotion is a purchase or some other activity.One model for reaching promotional objectives is called the AIDA concept.This model proposes that consumers are moved through four stages by the promotional mix.Suppose you are the promotional manager for the new B-Gone squirrel-proof bird feeders.(Before the B-Gone,there were no feeders on the market that were really squirrel-proof.)This bird feeder is guaranteed to prevent squirrels from reaching and eating its contents.Describe the promotional activities you would recommend in each stage of AIDA model for the B-Gone feeder.Assume that personal selling will NOT be used.

When Ali saw the Apple iPhone at the AT&T store she knew she had to have one.The salesperson showed Ali all the special capabilities it had and she was able to try it there in the store.According to the AIDA concept,Ali entered the _____ stage.

In terms of the AIDA process,public relations has its greatest impact in gaining action from the targets of the message.

A channel in communication is:

Kimberly-Clark uses television advertising and couponing and bonus pack sales promotions to increase sales of its Kleenex brand of facial tissues. Which promotional strategy is Kimberly-Clark using?

The goal of persuasive promotion is to:

Advertising is any form of impersonal (one-way)paid communication in which the sponsor is identified.

Starbucks is using a blog to communicate with customers online.The blog is called Ideas in Action.This is an example of:

Coca-Cola uses popular magazines,radio,and cable television to promote its products.Coca-Cola uses mass communication.

When Lee Apparel introduced Lee Dungarees,it carefully coordinated posters,radio and television commercials,and a Web-based interactive game that drove customers to off-line stores and back to the Web site.All of these elements produced a consistent,unified,customer-focused message.Lee Apparel used:

The promotional mix is made up of a blend of four promotional tools.Name and briefly define each of these four tools.

Innovyx is an e-mail marketing service provider.It has a new ad campaign aimed at changing negative perceptions of e-mail.The ads explain how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly.Finally,the message ends by suggesting that companies who want to promote their products give e-mail a chance to show them what it can do.This promotion has the task of: