Exam 14: Integrated Marketing Communications

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

Petra McCoy has developed a product for cleaning grout called Grout-Chee.Everyone who has tried the product really appreciates how quickly it works,but McCoy is having trouble getting retail stores to carry the product.She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product.McCoy is using a(n)_____ promotional strategy.

AIDA stands for:

SCENARIOS 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 shaken awake 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 snuggle in front of their TV set,hooked to 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 requests 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 Amtrak.Amtrak's careful coordination of all of its promotional activities to present one-single,focused communication to its consumers is an example of:

In terms of the AIDA process,public relations has its greatest impact in gaining attention for a company,good,or service.

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt.Advertising for American Magic Lures emphasizes how its lures,unlike others,are all handcrafted.This is its:

According to the AIDA concept,the first step a marketer must achieve with potential customers is:

Target market characteristics and the type of buying decision the target market is making can affect the mix of promotional elements.Describe how differences in each factor change the promotional mix.

_____ is the conversion of the sender's ideas and thoughts into a message.

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.

Communication via telephone is not considered personal selling because it is not face-to-face.

Campbell 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.

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

The main function of promotion is to:

A 35-cents-off coupon for Swanson chicken broth is a form of:

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

SCENARIOS 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 shaken awake 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 snuggle in front of their TV set,hooked to 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 requests 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 RugRatReaders.In all Martin's ads,he will emphasize the book's indestructibility.This represents the product's:

It's been a few years since odor-free paint hit the market,and a paint manufacturer estimates the paint to be in the growth stage of its product life cycle.With all the competition in the industry today,the manufacturer should use promotions that persuade buyers of odor-free to purchase its brand over all others.

Frank's RedHot hot sauce created a "Sing the Blues" contest.Participants were asked to write original lyrics about Frank's RedHot sauce set to their favorite tune and submit their songs to the manufacturer.The writer of the winning song received a free all-expense paid trip to a House of Blues.This is an example of: