Exam 29: Marketing Communications

Hasbro,Inc.hired actress Jamie Lee Curtis as its spokesperson to promote the company's board games.As part of the campaign,Curtis appeared in television spots dressed as characters from various Hasbro games such as Battleship,Monopoly,and Clue to promote the games as great Christmas gifts to parents who played the games as children.This promotion was intended to:

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.The cable industry is the originator of this ad campaign against satellite dishes.The industry represents the _____ in the communication process.

In January 2005,Burger King sponsored the opener of the third season of The Apprentice.The Apprentice sponsorship was an important element in Burger King's overall marketing strategy to build social currency for the brand through contests,advertising,and other sales promotion.That is,the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message.Burger King used:

The AIDA concept:

The AIDA concept:

Publicity:

All of the following are examples of sales promotion EXCEPT:

Lyndon went to a Web site that sells barbeque grills and read reviews of several different models.He has requested more information about a Weber grill that appeared to meet his needs,but he is not yet willing to give up his search to find the perfect grill.As far as Weber is concerned,Lyndon is in the _____ step of the AIDA concept.

Publicity is free.

The Steel Recycling Institute is an industry association that promotes and sustains the recycling of all steel products.An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example 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 campaign is designed to communicate to a large audience via television,radio,and print.This is an example of _____ communication.

Because automobile tires are in the maturity stage of their product life cycle,the promotional mix element _____ should NOT be emphasized in the marketing of this product.

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.A news article about the Methodist Church that appeared in the Rome News-Tribune was an example of which promotional mix element?

Maddie's Beverage Company has recently introduced Wateroos,eight-ounce servings of water in juice-style containers with straws,to encourage children to drink more water.Since this product is in the introductory stage of the product life cycle and as yet has no direct competition,Maddie's promotional objective should be persuasion.

The five major promotional tools (advertising,personal selling,sales promotion,social media,and public relations)are known collectively as the:

Why is the concept of integrated marketing communications (IMC)growing in popularity?

_____ is probably the most important factor in determining the promotional mix.

Usborne Books consultants sell books directly to customers via presentations in customers' homes,at book fairs and community events,and at craft shows.Usborne consultants are engaged in:

_____ is anything that interferes with,distorts,or slows down the transmission of information.

Just as Grace was in sight of a billboard for the Riverbend Antique Mall,a police car drove by with its lights flashing.Grace was so concerned with watching where the police car went that she totally missed seeing the mall's billboard.In terms of the communication process,the police car acted as: