Exam 16: Integrated Marketing Communications

Scenario 16.1 Use the following to answer the questions.When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas. -Refer to Scenario 16.1. Which of the following is not an integrated communications tactic used by Toyota?

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

Product placement is the strategic location of products ________________.

When encoding the message, the source should use signs that have

If an organization is large and has a large promotional budget, it should utilize all four promotional methods.

How does sales promotion differ from promotion in general?

Which is the best example of noise that originates with the receiver in the communication process?

If integrated marketing communications works as intended, customers should receive clear and consistent messages.

The Kia Soul automobile is currently positioned as a vehicle for young adults. Kia's message to the target market is that it is exciting, youthful, and trendy. However, Max and his friends who are 20-somethings, just like the music and the hamster spokes characters. They don't care about the car itself. The message that Kia originally encoded and the meaning Max and his friends ultimately decoded

Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as

Scenario 16.2 Use the following to answer the questions.The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods however, and have asked for your advice. -Refer to Scenario 16.2. The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of ____, and is used to stimulate ____ demand.

If promotion is successful at stimulating demand, it will tend to increase prices.

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

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

Demand for a product category rather than for a specific brand is called primary demand.

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

Scenario 16.2 Use the following to answer the questions.The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods however, and have asked for your advice. -Refer to Scenario 16.2. Since Whizz is a new product, which of the following promotional methods would you least recommend?

The absolute dollar outlay for advertising is usually low.

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this promotional video.