Exam 29: Marketing Communications

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will explain how plastics protect families from food spoilage and contamination.The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance.By trying to change customers' perception of plastic packaging,the council is using _____ promotion.

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites.A Bag Media representative made a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites.When one of the entrepreneurs ordered its Web address printed on 25,000 bags,it was an example of:

One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices.

The maker of Frank's RedHot pepper sauce spent $25,000 to create an ad that was targeted to consumers in the southwestern U.S.market.Because it created the ad itself and did not use an ad agency,Frank's RedHot sauce engaged in:

Entrepreneur Krissa Fernandes has developed flour made from ground almonds that she sells under the Platinum Nut brand for use in baking.Everyone who has baked with the new flour loves it,but she is having trouble getting potential consumers to the desire stage of the AIDA concept.Which of the following elements of the promotional mix would be most likely to move people to look for the product and buy it?

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's ad campaigns are designed to communicate to a large audience via television and radio.It uses _____ communication.

A _____ is defined as a unique aspect of an organization that causes target consumers to patronize that firm rather than competitors.

AIDA is an acronym for attention,interest,desire,and action.

GM uses blogging to communicate with customers online.GM's vice chairman Bob Lutz-an auto industry veteran and the company's director of product development-began an online journal about the company in 2005.Once readers realized it really was Lutz and not an advertising ploy,they quickly warmed to the idea and appreciated his candid comments about GM and its competition.This is an example of:

A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer.

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.The plan to optimally utilize television,radio,print,and out-of-home vehicles to target business travelers is called a:

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

Advertising is impersonal,one-way mass communication about a product or organization that is paid for by a marketer.

What is the most effective promotional mix to use with products that are convenience goods and purchased routinely?

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage.The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n)_____ format because the product is so technical.

Innovyx is an e-mail marketing service provider.It has a new ad campaign aimed at changing negative perceptions of e-mail.The ads explain how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly.Finally,the message ends by suggesting that companies wanting to promote their products give e-mail a chance to show what it can do.This promotion has the task of:

Molson beer was produced in Canada.Coors was manufactured in the United States.A merger of the two breweries gave each brand access to a significantly larger market.To effectively reach both markets,the merged company needed to coordinate its promotional mix to produce a consistent,unified,and customer-focused message.In other words,the brewery needed to use:

Procter & Gamble uses cents-off campaigns,couponing,and free samples to increase sales of Tide detergent.In other words,it uses a _____ promotional strategy.

Persuasion normally becomes the primary promotion goal when:

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 television advertising utilized by cable operators represents the means by which the company communicates to current users to influence an opinion or elicit a response.This is called: