Exam 29: Marketing Communications

A $1-off coupon for Carnation Instant Breakfast powder is a form of:

_____ 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.

Marketers use public relations to:

Marketers typically use either a push or a pull strategy exclusively.

In 2006,Atlanta once again hosted the Peachtree Road Race,a running event that attracts many world-caliber racers.This year,race officials also sanctioned a race conducted in Iraq so that soldiers from Georgia would not have to miss the annual event.The winners of the Mideast race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree Race was as example of:

While talking to Mr.and Mrs.Knighton,the appliance salesperson described one of the refrigerators as "a real money saver" and "a true bargain," but he also kept looking down at his feet and shuffling around.His nonverbal cues:

List three reasons why the concept of integrated marketing communications has been growing in popularity.

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

Petra McCoy has developed a product for cleaning grout called Grout-Chee.Everyone who has tried the product really appreciates how quickly it works,but McCoy is having trouble getting retail stores to carry the product.She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product.McCoy is using a(n)_____ promotional strategy.

For its new Jeep Compass,DaimlerChrysler launched a campaign targeting young,hip consumers.To reach its target,Jeep's advertising agency used music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency devised a host of bobblehead characters that represented the wide variety of potential Compass buyers.DaimlerChrysler was the _____ of the message in this communication process.

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended.Its radio ads contain music that its target market does not like,and its spokesperson has a very nasal voice that sounds as though he has a perpetual cold.These are examples of noise in the communications process.

Shannon Murphey wanted to increase sales at his Tyler,Texas,jewelry store,Murphey the Jeweler.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 Murphey.Murphey used a(n)_____ strategy.

For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process?

When Vincent saw Mike's new Iron Horse Yakuza Aniki mountain bike,Vincent immediately knew he wanted to own one just like it someday.According to the AIDA concept,Vincent entered the _____ stage.

For communication to be effective:

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

Benedict and Taapo are arguing about newspaper publicity.Benedict says favorable publicity is free--hence the phrase,"free publicity." Taapo says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers.Benedict has a more accurate grasp of the definition of publicity.

Every year,the Discovery Channel has what it calls Shark Week,a weeklong marathon of programs on sharks.In New York,Discovery Channel street teams disguised as Surfers,Bight University faculty,and Bight University "chewleaders" will attack city streets in July visiting morning television shows,landmarks,and high-traffic areas to promote the series.An article in the New York Times on Shark Week and the Discovery Channel's street teams would be an example of:

All promotion,especially advertising,is reduced as a product enters the decline stage.However,personal selling and sales promotion efforts might be maintained,especially at the retail level.

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