Exam 11: Part 1: Product and Promotion: Creating and Communicating Value

One problem with advergaming is that video-gamers must concentrate so much on the action in the game that they seldom notice the embedded advertising.

Marketers use heavy trade promotions and personal selling when trying to push a product through its distribution channel.

In an effort to increase recruits,the military uses video games to reach the 13- to 24-year-old market segment.

Great promotion has the ability to get consumers to continue buying products that they view as being inferior.

Product mix is the total number of product lines and individual items sold by a single firm.

Extensive product lines are always a better strategy than smaller product lines.

The stages of a product life cycle include expansion,peak,contraction,and trough.

Effective promotion will build a relationship between customers and companies that results in repeat purchases.

Advertising is the most powerful form of product promotion.

According to BusinessWeek magazine,one common mistake in building a brand is to use "surround sound" promotion that engulfs customers in the brand message.The magazine observes that such an approach often overwhelms and turns off potential customers.

Big ideas in promotion must be so fundamental and believable that they almost always translate easily to other cultures.

Changes in technology have given consumers the power to control how and when marketing messages are received.

Studies have shown that advergaming can increase brand awareness more than a good commercial television campaign.

Dynamically continuous innovation involves more significant changes in products than continuous innovation.

Publicity is controlled by marketers working to remind,inform,and persuade consumers.

A major advantage of publicity is that it gives marketers a significant degree of control over the message it presents to potential customers.

Continuous innovation involves slight modifications of existing products.

Most consumers seek only one source of information when buying products and services.

Product placement is the paid integration of branded products in television shows and movies.

Buzz marketing is paid advertising for product promotion.