Exam 16: Promotional Planning for Competitive Advantage

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,you should ask your physician.The manufacturer of the drug was using a _____ promotional strategy.

All of the following are elements of the communication process EXCEPT:

Point-of-purchase displays in grocery stores,coupons,premiums,and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.

All of the following are examples of sales promotion EXCEPT:

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.

If a business studied its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

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

Explain the concept of integrated marketing communications (IMC)and discuss why it has been growing in popularity.

The particular promotion mix chosen by a firm for a product or service depends on all of the following EXCEPT:

Slatescape sells crushed slate to be used as a decorative,permanent mulch to keep weeds out of flower beds.Initially,Slatescape was 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.

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

_____ 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.

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic.The American Plastics Council is planning to use a(n)_____ strategy.

Several factors affect the choice of promotional mix.Name five of these factors.

Define communication and its two forms.For each form,give a specific example of how a company could use that form.

The promotional mix consists of:

The main function of a promotional strategy is to:

Usborne Books consultants sell books directly to customers via presentations in customers' homes,at book fairs and community events,and at craft shows Usborne consultants are engaged in:

The Hunger Games,the first movie in the popular science-fiction trilogy,is being promoted through TV,newspaper,magazine,Web sites,and merchandise.To make sure that all of the promotional messages are coordinated,the studio that produced the movie should use the:

The marketing campaign for Purina One dog food uses posters in veterinarians' offices,radio and television ads,and a Web site to promote benefits of the dog food.In terms of the communication process,Purina One used several different: