Exam 14: Integrated Marketing Communications

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.Which elements of the promotional mix would be most useful in attracting attention to this new Purina product?

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a push strategy.

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.The means by which Amtrak communicates with business travelers about the merits and characteristics of the Metroliner is called:

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.The plan to optimally utilize television,radio,print,and out-of-home vehicles to target business travelers is called a:

Interpersonal communication is:

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 originated the new campaign.Amtrak represents the _____ in the communication process.

Lyndon went to a Web site that sells barbecue grills and read reviews of several different models.He has requested more information about a Weber grill that appeared to meet his needs,but he is not yet willing to give up his search to find the perfect grill.As far as Weber is concerned,Lyndon is in the _____ step of the AIDA concept.

Frigo Design has developed easy-to-install panel sets to update any refrigerator,dishwasher,or compactor made since 1942.The company has found that its new product cannot be patented.Frigo Design panels are in the introductory stage of the product life cycle,and as yet have no direct competition.Its promotional objectives should be persuasion.

Marketers typically use either a push or a pull strategy exclusively.

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.In terms of the communication process,the unchurched who see the ads while watching television are expected to be:

The communication process itself consists of:

One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices.

List the four stages of the product life cycle.Then describe the promotional strategies used in each stage.

OneCore,a financial company,is studying its promotion strategies by looking at sales trends and market research.OneCore uses direct feedback to evaluate its promotional strategies.

Lincoln and Ming Agency designed and placed ads in local newspapers for one of its clients.The agency knows that once the ads are received by the target market,the message will be understood by all.

For communication to be effective:

Procter & Gamble spent $25 million on its "Locks in the Spills" promotion campaign for Bounty paper towels.Procter & Gamble is the _____ of the message in the communication process.

A local exterminator uses the image of a large dead cockroach to communicate its service.The pictures of the dead insect appear on transit boards throughout the community.This is a form of:

Innovyx is an e-mail marketing service provider.It has a new ad campaign aimed at changing negative perceptions of e-mail.The ads explains how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly.Finally,the message ends by suggesting that companies who want to promote their products give e-mail a chance to show them what it can do.This promotion has the task of:

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.The television advertising utilized by cable operators represents the means by which the company communicates to current users to influence an opinion or elicit a response.This is called: