Exam 29: Marketing Communications

According to the AIDA concept,the first step an advertiser must take is to gain the consumers':

Which of the following statements about advertising is true?

Point-of-purchase displays in grocery stores,coupons,premiums,and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

When Heinz introduced its ketchup globally,it first had to deal with the fact that ketchup is not a household staple outside the United States.Heinz had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising.

The _____ is the originator of the message in the communication process.

An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines.The ad said that if you were interested in learning more about the new product or trying it out,you should ask your physician.The manufacturer of the drug was using a _____ promotional strategy.

In terms of the AIDA concept,sales promotion is most effective at creating:

When Becca saw the ad suggesting Subway sandwiches as a dinner meal,she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice.In terms of the communication process,Becca:

What is promotion? Why is it a vital part of a company's marketing mix?

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 means by which Amtrak communicates with business travelers about the merits and characteristics of the Metroliner is called:

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 originated the new campaign.Amtrak represents the _____ in the communication process.

Vegetarians sometimes have trouble making sure they get enough protein in their diets.Protons are a new,poppable snack made with super-crunchy tofu.They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy,Backyard Bar-B-Q,Tomato Herb Garden,Cinnamon Toast,and Lemon Meringue Pie.Protons' features,including that they are organic,vegan,and cholesterol free,give the new product its:

The marketing function that evaluates public attitudes,identifies areas within the organization that the public may be interested in,and executes a program of action to gain public understanding is called:

A person buying a Valentine's Day gift for a significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for his or her mail carrier.

Protons are new,poppable snacks made with super-crunchy tofu.They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy,Backyard Bar-B-Q,Tomato Herb Garden,Cinnamon Toast,and Lemon Meringue Pie.Which elements of the promotional mix would be most useful in attracting attention to this new snack food?

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sun porch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

For its new Jeep Compass,DaimlerChrysler has launched a new campaign targeting young,hip consumers.To reach its target,DaimlerChrysler's advertising agency is using music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers.The ad agency is acting as the _____ of the message.

Informative promotion is used to keep the product and brand name in the public's mind.

One way of conveying a message that the receiver will hear properly is to use abstract words and pictures.