Exam 29: Marketing Communications

You are the promotions manager for a new weight-loss program that is based on a low-carbohydrate diet.Describe how you might use all five tools of the promotional mix to promote the product.

The marketing campaign for Alpo dog food uses posters in veterinarians' offices,radio and television ads,and a Web site to promote benefits of the dog food.In terms of the communication process,Alpo uses several different:

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.Martin's choice of radio as his promotional tool is based on the fact that it is a one-way mass communication vehicle.Radio is most commonly used with which promotional mix element?

Interpersonal communication is:

The communication process itself consists of:

Amtrak Amtrak is taking the gloves off in advertisements and belittling its major competition, which is airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inwardly 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 believes 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 careful coordination of all of its promotional activities to present a single,focused communication to its consumers is an example of:

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

When a product is in the growth stage of its product life cycle:

To increase its revenues,US Airways has decided to sell space on airsickness bags 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 hundred or so travelers on each of its flights would be:

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

What is integrated marketing communications (IMC)? How is IMC implemented?

Methodist Church In 2001, the United Methodist Church, the second-largest Protestant denomination in the United States, launched a four-year, $20 million national ad campaign. The theologically gentle but culturally edgy ads are aimed at Americans who are unchurched--people who know the name "Methodist" but don't know anything else about it. The "Igniting Ministries" ads have appeared on CBS and cable television. The purpose of the ads is to draw more people through Methodist Church doors in a time when mainline Protestant denominations are struggling. -Refer to Methodist Church.In terms of the communication process,the unchurched who see the ads while watching television are expected to be:

Vera ordered the Chihuahua Christmas ornament she saw advertised in the Sunday coupon supplement by phoning The Danbury Mint and placing her order.In terms of the communication process,Vera's purchase was an example of:

Which of the following statements about the AIDA model is true?

All promotions are designed to inform,persuade,or remind the target audience.

A U.S.manager is working with some Indonesians who do not speak English.In attempting to exchange information,they are using symbols to assign meanings to the facts the manager hopes to convey.This is an example of communication.

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.

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

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.Keisha is watching television and sees an ad for DBS.Two ads later,she sees the new television ad for her local cable system.When questioned an hour later about advertising she has seen most recently,Keisha remembers a "cable" ad but cannot recall the details.Keisha's inability to recall the ad is most likely caused by _____ in the communication process.

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