Exam 14: Integrated Marketing Communications

The various Survivor shows have been promoted through personal appearances by show participants,Web sites,merchandise with the Survivor logo as well as print and broadcast advertising.To make sure that all of the promotional messages are coordinated,CBS (the network on which the show is broadcast)should use the:

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 campaign is designed to communicate to a large audience via television,radio and print.This is an example of _____ communication.

One in every 400 cats suffers from diabetes.Purina developed the first and only cat food designed to manage the glucose levels of diabetic cats.For owners of diabetic cats,Purina's new cat food would have a(n):

One in every 400 cats suffers from diabetes.Purina developed the first and only cat food designed to manage the glucose levels of diabetic cats.The goal of promotion developed for this new cat food would be to _____ consumers.

Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix?

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

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 to ask your physicians.The manufacturer of the drug was using a _____ promotional strategy.

Molson beer is produced in Canada.Coors is manufactured in the United States.A merger of the two breweries would give each brand access to a significantly larger market.To effectively reach both markets,the merged company would need to coordinate its promotion mix so as to produce a consistent,unified,and customer-focused message.In other words,the brewery would need to use:

The marketing function that evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding is:

For many years Jell-O gelatin has run advertisements that tell consumers that there is "always room for Jell-O." This is an example of _____ promotion.

You are the promotions director for Sunland Farm cholesterol-free eggs.Describe the steps in the communication process in your promotion campaign,using specific examples of the actions that will take place in promoting the eggs.

_____ is the interpretation of the language and symbols sent by the source through a channel.

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic.An article in Business Week magazine about how the council plans to stimulate consumer demand would be an example of:

_____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

When Ruby saw the ad for Sprint collect calls,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,Ruby:

Missy Li is attempting to exchange information with her roommate by using symbols to assign meanings to the facts she hopes to convey.This is an example of communication.

Because soft drinks are in the maturity stage of their product life cycle,the promotional mix element _____ should NOT be emphasized in the marketing of this product.

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 Cable TV.Television represents the _____ in the communication process used by the cable industry to transmit its message.

Tyler is responsible for developing a plan for the optimal use of advertising,personal selling,sales promotion,and public relations.Tyler is developing a:

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy.