Exam 14: Integrated Marketing Communications

For many years during the fall,Swanson has run a series of ads showing consumers how to use Swanson chicken broth to make moister chicken dressing.This promotion is intended to:

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 Methodist Church.A news article about the Methodist Church that appeared in the Rome News-Tribune was an example of which promotional mix element?

Publicity:

The AIDA concept:

While talking to Mr.and Mrs.Knighton,the appliance salesperson described the refrigerator as "a real moneysaver" and "a true bargain," but he also kept looking down at his feet and shuffling around.His nonverbal cues:

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed,loyal to the product in question,and geographically widely scattered.

Just as Grace was in sight of a billboard for the Riverbend Antique Mall,a police car drove by with its lights flashing.Grace was so concerned with seeing where the police car went that she totally missed seeing the mall's billboard.In terms of the communication process,the police car acted as:

What is integrated marketing communications (IMC)? How is IMC implemented?

Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops.To find clients to advertise on the coffee cup jackets,the company sent a representative to companies like Warner Brothers,eBay.com,and The Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers.Java Jacket's activities can best be described as:

Procter & Gamble hired an advertising agency to create a $25 million campaign for Bounty paper towels.The ad agency created a "Locks in the Spills" message for Bounty ads.The ad agency acted as the _____ of the message.

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 Web sites.When one of the Internet entrepreneurs ordered its Web address printed on 25,000 bags,it was an example of:

Lee Apparel,the makers of Lee Dungarees,shows how strong its pants are and at the same time appeals to the 17- to 24-year old market through the use of the antics of its Buddy Lee doll and the slogan,"I'm Buddy Lee.You can't bust me." Buddy Lee and his battles against nefarious characters occur in _____ in order to reach a large number of people at one time.

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.The promotional campaign Martin is utilizing is designed to accomplish which basic promotional task?

You are the promotions manager for a new weight-loss program that is based on a low-carbohydrate diet.Describe how you might use all four tools of the promotional mix to promote the product.

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

The AIDA concept:

Marketers use public relations to:

You are the promotions manager for Pyrolave,a company that turns lava rock into counter tile.The company's counter tile is easy to clean,resistant to scratches,but more expensive that other materials used for counter tops.You need to decide whether to implement a push or a pull promotional strategy.Define and describe both the push and the pull strategy,and describe what promotions might be used in each strategy.

Encoding is the: