Exam 29: Marketing Communications

Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops.To find clients to advertise on the coffee cup jackets,the company sent a representative to companies like Warner Brothers,eBay.com,and the Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers.Java Jacket's activities can best be described as:

What are the four basic tasks of promotion?

Marketers targeting consumers in foreign countries must worry about the translation and possible miscommunication of their promotional messages by other cultures.

_____ is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.

For products like compact discs (which are in the decline stage of the product life cycle):

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

Cable TV It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks. Now, cable is old news. The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events. The technology is known as direct broadcast satellite, or DBS. The new challenger has awakened the "sleeping giant" cable industry, which has hit the airwaves with some of the most aggressive advertisements the television industry has seen. The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish. One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn. They snuggled in front of their television set, hooked up to DBS. She seemed excited about their new system and exclaimed, "So this is it?" She then asked how much the satellite dish cost. When her husband answered, the excitement was off. "There's no monthly fee?" she asked. "No more than cable," he responded. When she asked to watch the news, he sheepishly said, "Uh, can't get local news." At the end of the commercial, the spokesperson for the cable industry declared, "These days when everyone is promising you the future of television, isn't it nice to know you already have it?" -Refer to Cable TV.Television represents the _____ in the communication process used by the cable industry to transmit its message.

In terms of the AIDA process,public relations has its greatest impact in gaining attention and interest for a company,good,or service.

RugRatReaders Greg Martin has developed his own line of children's books. The books are written for children ages 3 to 6 and are produced using cotton fiber as pages, rendering them "nearly" indestructible. This unique feature makes Martin's books superior to the competition. His products are called RugRatReaders. Martin has decided to advertise the books to his target market (women with children ages 3 to 6) via radio. He does not have a formal advertising budget, but he will spend whatever money he has in the bank after producing the books each month. His message will focus on the product and its unique features. Martin has been having problems getting retailers to stock his new product. It is Martin's hope that consumers will go to their local bookstores and ask for the RugRatReaders. -Refer to RugRatReaders.In attempting to get consumers to ask the retailer for his product,Martin is using a _____ promotional strategy:

Communication via telephone is not considered personal selling because it is not face-to-face.

In 2008,the NBC television network used advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new show My Own Worst Enemy.The television network's _____ described its plan on how to use these tools most effectively.

During a recent summer,Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney's summer blockbuster Pirates of the Caribbean: Dead Man's Chest.This was an example of:

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 push strategy.

The National Pork Board wants to create more consumer demand for pork products.The board has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

You are the promotions manager for Pyrolave,a company that turns lava rock into counter tile.The company's counter tile is easy to clean and resistant to scratches but is more expensive than other materials used for countertops.You need to decide whether to implement a push or a pull promotional strategy.Define and describe both the push and the pull strategy,and describe what promotions might be used in each strategy.

Which of the following outlines a sequential four-step process for achieving promotional goals?

Fans of Ale-8,a ginger-flavored soft drink,are able to explain why Ale-8 is superior to any other type of cherry cola.They are scattered throughout eastern Kentucky and southern Ohio and are extremely brand loyal.Though Ale-8 is available in bottles or cans,most connoisseurs prefer glass bottles.Ale-8 "traditionalists" even insist on drinking the beverage from the old-style "long-neck" bottles as opposed to the newer,short-neck design.The characteristics of this target market indicate that a promotional mix with _____ should be used.

You are the promotions director for Sunland Farm cholesterol-free eggs.Describe the steps in the communication process in your promotion campaign,using specific examples of the actions that will take place in promoting the eggs.

Informative promotion is generally used:

The main function of a promotional strategy is to: