Exam 29: Marketing Communications

Which of the following products is MOST likely to use reminder promotion?

If Charles Schwab Mutual Funds Investment Broker were to study its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

The promotional mix consists of:

When Castrol Syntec,a premium motor oil,sought a new way to reach its young,car-passionate audience,the brand found its mark with video games.In its first-ever attempt at in-game advertising,Castrol Syntec found a way to show consumers (in a virtual world)the brand's power and performance.In the communication process,the game served as a(n)_____ for transmitting the message.

Several factors inherent to the product itself influence the promotional mix.Name and briefly describe three of these factors.

Rosarita is responsible for developing a plan for the optimal use of advertising,personal selling,sales promotion,and public relations.Rosarita is developing a:

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 all of Martin's ads,he will emphasize the books' indestructibility.This represents the product's:

USA cable television uses billboard,television,magazine,and newspaper advertising to inform television viewers about new episodes of Monk,a popular television series.USA uses _____ communication.

The promotional mix is made up of a blend of five promotional tools.Name and briefly define each of these five tools.

Within the communication process for a car dealer's ad,which of the following would be an example of noise?

The ultimate objective of any promotion is a purchase or some other activity.One model for reaching promotional objectives is called the AIDA concept.This model proposes that consumers are moved through four stages by the promotional mix.Suppose you are the promotional manager for the new B-Gone squirrel-proof bird feeders.(Before the B-Gone,there were no feeders on the market that were really squirrel proof.)This bird feeder is guaranteed to prevent squirrels from reaching and eating its contents.Describe the promotional activities you would recommend in each stage of AIDA model for the B-Gone feeder.Assume that personal selling will NOT be used.

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 ad campaign will use _____ communication.

AIDA stands for:

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

Encoding is the:

What are the four basic tasks of promotion? For each of these four tasks,give two specific promotions examples of how that task might be accomplished.

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.

_____ is any form of sponsor-identified,impersonal paid mass communication.

_____ is the careful coordination of all promotional activities to produce a consistent,unified message that is customer focused.

Ernest has three engineering degrees.He has hired an interior decorator to update his home.He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements that the designer is unable to understand.Yet Ernest has the same problems when the designer starts talking about mauve,cerise,and magenta.Why is the communication process not working in this instance?