Exam 14: Integrated Marketing Communications

Beech Nut uses popular magazines,radio,and newspapers to promote its brand of baby food.Beech Nut uses mass communication.

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic.The council has developed a(n)_____ in which it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

The maker of Frank's RedHot pepper sauce spend $25,000 to create an ad that was targeted to consumers the Southwestern U.S.market.Because it created the ad itself and used no ad agency,Frank's RedHot sauce engaged in:

Draw a diagram that illustrates the communication process.

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

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

The goal of persuasive promotion is to:

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

Which of the following is one of the basic tasks typically performed by promotion?

Clarice went to WB.com and ordered a CD that she had heard playing in the background on Charmed and that was promoted at the end of the television show.In terms of the communication process,Clarice's purchase was an example of:

Choose two of the four tools of the promotional mix and use them as column headings in the table that follows.Then fill in the rest of the table by using the characteristics listed in the left column to describe the two tools.

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.According to the AIDA concept,the ads must first:

For which of the following purchases is Leah most likely to pass through all four stages of the AIDA process?

The most successful global marketing managers realize that:

Entrepreneur Lara Tubner has developed pecan pie jam,apple pie jam,and cherry pie jam,which she is marketing under the name Pi-Full.Everyone who has tried the product loves it,but she is having trouble getting potential consumers to the desire stage of the AIDA concept.Which of the following elements of the promotion mix would be most likely to move people toward looking for the product and buying it?

_____ is probably the most important factor in determining the promotional mix.

You are the promotions manager for a small,financially strapped company.Describe how a lack of funds affects the use of each of the promotional tools.Describe the trade-offs that occur between funds available and other aspects of promotion.

For a product like audio cassette tapes,which is in the decline stage of its product life cycle,:

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.Television,radio,print,and out-of-home media represent the _____ in the communication process used by Amtrak.

Slatescape sells crushed slate to be used as a decorative,permanent mulch to keep weeds out of flower beds.Initially,Slatescape is marketed heavily to home owners,but after years of radio and television advertising,Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Wal-Mart.This new strategy is a _____ strategy.