Exam 7: Promoting Services and Educating Customers

Giving price discounts is one way to encourage customers to try and switch to self-service.

List an advertising strategy used to overcome non-searchability aspects of a service.

Sponsored links are ads that are not initiated by a search, but simply get displayed when a user browses a website.

____________ outside peak demand periods poses a serious problem for service industries with ____________, like hotels.

Discuss mental impalpability and provide an example of a strategy in advertising used by a firm to overcome mental impalpability.

Communication efforts are used only to attract new customers.

In low-contact services, frontline personnel are central to service delivery.

Spring break travel is a good example of a hedonic service.

What form of communication, or communication medium, has made Google immensely successful?

Discuss some of the key planning considerations of marketing communications.

Ads based on ____________ strategies are often perceived as more informative than ____________ ads.

Communication is the most visible or audible of marketing activities, but its value is limited unless it is used intelligently in conjunction with other marketing efforts.

____________ is a form of advertising through cell phones and other wireless mobile devices.

Communications experts do not distinguish between personal communications and impersonal communications because they can both be directed at the same receivers.

List the five W's in the checklist for marketing communications planning.

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.

Discuss the impact that technology like TiVo has on marketing communications efforts.

Advertising and promotions do little to help change the timing of customer usage.

List an advertising strategy used to overcome mental impalpability aspects of a service.

Discuss the purpose of corporate design strategies and give examples of how this is done. e.g., BP's green and yellow), central prominence of company names in corporate designs e.g., FedEx), identifiable trademark symbols e.g., McDonald's golden arches), and association with certain tangible symbols e.g., T.Rowe Price and the ram).