Exam 29: Marketing Communications

Which of the following is NOT a disadvantage a firm using mass communication might experience?

The receiver's response to a message is _____ to the source.

For its new Jeep Compass,DaimlerChrysler came out with a new campaign targeting young,hip consumers.To reach its target,DaimlerChrysler used music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.These communications were directed at the _____,the persons who would decode the message.

The two major categories of communications are:

A channel in communication is:

The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

The various Survivor shows have been promoted through personal appearances by show participants,Web sites,and merchandise with the Survivor logo as well as print and broadcast advertising.To make sure that all of the promotional messages are coordinated,CBS (the network on which the show is broadcast)should use the:

Sales promotion consists of all marketing activities other than personal selling,advertising,and public relations that stimulate consumer buying and dealer effectiveness.

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

The AIDA concept can be used to explain how all promotions influence purchase decisions.

Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.

What is the basic definition of communication? What are two forms of communication? Give specific examples of these two forms and indicate how a company could use each of them.

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.The church is hoping to see an increase of 3 percent in visitors to Methodist churches as a result of this ad.In terms of the communication process,this is the desired:

To provide more delivery service to the consumer market,UPS created UPS stores.According to the AIDA model,to create attention for this more convenient and less expensive way to mail packages through UPS,its marketing department should have relied on which element of the promotional mix?

Campbell's soup has been promoted with television commercials,radio spots,newspaper coupons,and magazine advertisements.In the communication process,these media served as _____ for transmitting the message.

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.Television,radio,print,and out-of-home media represent the _____ in the communication process used by Amtrak.

Public information about a company,good,or service appearing in the mass media as a news item is called:

Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix?

To get more retailers to stock its products,Rust-Oleum paint developed a strong advertising campaign aimed at consumers.The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn't chip,peel,or fade.Rust-Oleum is using a _____ promotional strategy.

Because marketers do not control consumers' comments on social media sites such as Twitter and Facebook: