Deck 16: Advertising and Public Relations

Question 1

Define communication and describe the communication process. Is it possible to communicate without using all the elements in the communication process If so, which elements can be omitted

Answer 1

Communication:
Communication is a transmission which will be used to convey the information. Any common ground should be shared between sender and receiver of the information. They should understand words, pictures, and symbols.
Following is the communication process:
• The communication process starts with a source. Source means the person, group, and/or any other source which/who wants to share the information with others (receiver).
• The important element in the communication process is coding process. Coding process involves conversion of the message's meaning into a group of words and/or symbols which can be understood by the receiver.
• The receiver is the very important element in the communication process. Receiver means the person, group, and/or any other entity who/which decodes the conveyed message.
Communication cannot be occurred unless all three elements of the process are presented and executed correctly.

Question 2

Evaluate the following statement: "Appropriate advertising media are always available if a company can afford them."

Answer 2

Affordability of advertising is always a consideration within a business planning process. However, it is more important to consider the cost per exposure and thus the cost per potential sale rather than the total cost.
Large companies might spend a lot more money on national advertising than a small company but they reach a larger audience. On the other hand a small local company might use local media at a reasonable price and reach the entire geographically constrained market.
Finally, there are many advertising options which are relatively low cost when compared to the market penetration. Companies can go with any one or more options which are suitable and which can represent the product/service effectively.

Question 3

Developing a promotion mix is contingent on many factors, including the type of product and the product's attributes. Which of the four promotional methods-advertising, personal selling, public relations, or sales promotion-would you emphasize if you were developing the promotion mix for the following products Explain your answers.
a. Washing machine
b. Cereal
c. Halloween candy
d. Compact disc

Answer 3

In order to answer this question, take time to think about your personal shopping and buying experiences. Then go back and review the different reasons for using advertising, personal selling, public relations, or sales promotions.
a.
In order to sell washing machines I would focus on personal selling. Most consumers buy a washing machine from a reseller that provides selection, knowledge, and often installation support. Therefore, the primary promotional mix needs to be directed at the reseller and to ensure proper placement and feature focus on the sales floor. Finally, personal selling allows the company to ensure that sales people working for the reseller are properly trained in the most current features and benefits.
b.
In order to sell cereal I would utilize a sales promotion strategy. For adult cereals I would focus on product offers and co-branding opportunities that appeal to the older target market. Connection with ways to increase value and enhance lifestyle would be appropriate. For children's cereal I would co-brand with children's programs and offer prizes and incentives to encourage brand selection.
c.
Halloween candy is a classic advertising and mass media promotional opportunity. It is a seasonal product with a short sales window. Mass media advertising would allow a quick brand positioning and then could be modified to offer discount coupons or other incentives based upon the actual sales results.
d.
Compact discs are an older technology that does not represent the modern type of music acquisition. As a result I would utilize public relations marketing in which sponsorships for events and organizations are made that work well with the compact disc. I would offer the discs for sale at the events and also attempt to build some demand among target audience influence leaders. As an older technology trying to extend the lifecycle the product needs to find an emotional connection in order to drive sales.

Question 4

Explain the difference between a pull policy and a push policy. Under what conditions should each policy be used

Question 5

The Toledo Mud Hens Make Marketing Fun
Since their dismal beginnings in 1896 when they played near a swamp (earning the name Mud Hens in honor of the coots inhabiting the marshy land), the Triple-A Toledo Mud Hens have become one of the most successful minor league baseball teams in the country, and their games some of the best attended. How did they leverage their climb from such a murky start In a word: marketing. With their two slogans, "Toledo's Family Fun Park" and "Experience the Joy of Mudville," the Mud Hens harness the twin themes of family and history. These days, the Mud Hens are the Triple-A affiliate of the major league team the Detroit Tigers. Because the Tigers do all of the hiring and firing of players, trainers, and medical staff, the Mud Hens' home office can focus all of its energy on improving the image and profitability of the Mud Hens enterprise.
The Mud Hens do not have the star power of the major league teams (aside from their popular bird mascots, Muddy and Muddonna), so marketers must seek another way to promote the games. They advertise the games as wholesome, affordable family fun-an alternative to bowling or going to the movies. People of all ages can come to the games and socialize, while watching potential up-and-coming baseball stars develop into mature athletes. Because there is no star paraphernalia to sell, most of the marketing attention is paid to promoting Mud Hens merchandise, like T-shirts and hats, and food and beverage sales. In fact, the team has been the league leader in ballpark merchandise sales since 2000. The on-premise Swampshop offers dozens of styles of T-shirts and baseball caps in all sizes. Truly avid fans can shop online from anywhere in the world. As fans wear the merchandise, it creates good work-of-mouth advertising and buzz about the team.
The league's continued sales and revenue growth stand in contrast to an overall downturn in attendance and purchases at minor league baseball games. This statistic attests to the strength of the Mud Hens' marketing strategy. They market directly to advance ticket buyers in order to target those people who are apt to buy tickets early, buy in quantity, and spend cash at the games. Other marketing channels include radio, television, print media, and even Facebook. The Mud Hens enjoy an especially close relationship with local newspapers, where a prominent story about the team is almost guaranteed whenever the Mud Hens have a home game.
Even in the midst of a recession, the Toldeo Mud Hens managed to boost revenues by incorporating a new network to integrate its e-mail platform with other applications. This ability allows the Mud Hens to target segments of its customer base with tailored messages. For example, in a recent year, three of the Mud Hen suite rentals were available, without any obvious takers. By using the new system to identify customers who had clicked on the online suite rental links in the past six months, the Mud Hens sent e-mails to 50 to 60 specific people to inform them about the rentals' vacancies. All three suites were rented that same day. By integrating this new system into its marketing communications strategy, the Mud Hens are able to coordinate promotional and marketing efforts so as to have maximum impact on customers.
In addition to its successful marketing strategies, the Mud Hens have become an integral part of the community-through direct marketing and regular media coverage, but also through charitable endeavors. Because the marketing focus is so much on family fun, community, and socializing, the organization does its best to give back to the community that so avidly supports them. The organization engages in educational and community outreach through various programs such as Muddy's Knothole Club, which provides tickets to underprivileged kids; regular fundraisers and auctions; and donations to local charities. Even pro-bono activities such as these can be part of a well-managed, integrated marketing communications strategy because they increase goodwill toward the organization and encourage people to attend games.
How do the Mud Hens identify and market to their target audience

Question 6

In which ways can word-of-mouth communication influence the effectiveness of a promotion mix for a product

Question 7

A vital component of a successful marketing strategy is the company's plan for communication to its stakeholders. One segment of the communication plan is included in the marketing mix as the promotional element. A clear understanding of the role that promotion plays, as well as the various methods of promotion, is important in developing the promotional plan. The following questions should assist you in relating the information in this chapter to several decisions in your marketing plan.
Which of the four elements of the promotional mix are most appropriate for accomplishing your objectives Discuss the advantages and disadvantages of each.

Question 8

Which criticisms of promotion do you believe are the most valid Why

Question 9

Identify several causes of noise. How can a source reduce noise

Question 10

Should organizations be allowed to promote offensive, violent, sexual, or unhealthy products that can be legally sold and purchased Support your answer.

Question 11

Suppose marketers at Falcon International Corporation have come to you for recommendations on how to promote their products. They want to develop a comprehensive promotional campaign and have a generous budget with which to implement their plans. What questions would you ask them, and what would you suggest they consider before developing a promotional program

Question 12

The Toledo Mud Hens Make Marketing Fun
Since their dismal beginnings in 1896 when they played near a swamp (earning the name Mud Hens in honor of the coots inhabiting the marshy land), the Triple-A Toledo Mud Hens have become one of the most successful minor league baseball teams in the country, and their games some of the best attended. How did they leverage their climb from such a murky start In a word: marketing. With their two slogans, "Toledo's Family Fun Park" and "Experience the Joy of Mudville," the Mud Hens harness the twin themes of family and history. These days, the Mud Hens are the Triple-A affiliate of the major league team the Detroit Tigers. Because the Tigers do all of the hiring and firing of players, trainers, and medical staff, the Mud Hens' home office can focus all of its energy on improving the image and profitability of the Mud Hens enterprise.
The Mud Hens do not have the star power of the major league teams (aside from their popular bird mascots, Muddy and Muddonna), so marketers must seek another way to promote the games. They advertise the games as wholesome, affordable family fun-an alternative to bowling or going to the movies. People of all ages can come to the games and socialize, while watching potential up-and-coming baseball stars develop into mature athletes. Because there is no star paraphernalia to sell, most of the marketing attention is paid to promoting Mud Hens merchandise, like T-shirts and hats, and food and beverage sales. In fact, the team has been the league leader in ballpark merchandise sales since 2000. The on-premise Swampshop offers dozens of styles of T-shirts and baseball caps in all sizes. Truly avid fans can shop online from anywhere in the world. As fans wear the merchandise, it creates good work-of-mouth advertising and buzz about the team.
The league's continued sales and revenue growth stand in contrast to an overall downturn in attendance and purchases at minor league baseball games. This statistic attests to the strength of the Mud Hens' marketing strategy. They market directly to advance ticket buyers in order to target those people who are apt to buy tickets early, buy in quantity, and spend cash at the games. Other marketing channels include radio, television, print media, and even Facebook. The Mud Hens enjoy an especially close relationship with local newspapers, where a prominent story about the team is almost guaranteed whenever the Mud Hens have a home game.
Even in the midst of a recession, the Toldeo Mud Hens managed to boost revenues by incorporating a new network to integrate its e-mail platform with other applications. This ability allows the Mud Hens to target segments of its customer base with tailored messages. For example, in a recent year, three of the Mud Hen suite rentals were available, without any obvious takers. By using the new system to identify customers who had clicked on the online suite rental links in the past six months, the Mud Hens sent e-mails to 50 to 60 specific people to inform them about the rentals' vacancies. All three suites were rented that same day. By integrating this new system into its marketing communications strategy, the Mud Hens are able to coordinate promotional and marketing efforts so as to have maximum impact on customers.
In addition to its successful marketing strategies, the Mud Hens have become an integral part of the community-through direct marketing and regular media coverage, but also through charitable endeavors. Because the marketing focus is so much on family fun, community, and socializing, the organization does its best to give back to the community that so avidly supports them. The organization engages in educational and community outreach through various programs such as Muddy's Knothole Club, which provides tickets to underprivileged kids; regular fundraisers and auctions; and donations to local charities. Even pro-bono activities such as these can be part of a well-managed, integrated marketing communications strategy because they increase goodwill toward the organization and encourage people to attend games.
Suggest how the Mud Hens can gain publicity in order to maintain and increase attendance

Question 13

A vital component of a successful marketing strategy is the company's plan for communication to its stakeholders. One segment of the communication plan is included in the marketing mix as the promotional element. A clear understanding of the role that promotion plays, as well as the various methods of promotion, is important in developing the promotional plan. The following questions should assist you in relating the information in this chapter to several decisions in your marketing plan.
What role should word-of-mouth communication, buzz marketing, or product placement play in your promotional plan

Question 14

What is the major task of promotion Do firms ever use promotion to accomplish this task and fail If so, give several examples.

Question 15

Marketers must consider whether to use a push or a pull policy when deciding on a promotion mix (see Figure 16.4). Identify a product for which marketers should use each policy and a third product that might best be promoted using a mix of the two policies. Explain your answers.

Question 16

Describe the possible objectives of promotion and discuss the circumstances under which each objective might be used.

Question 17

A vital component of a successful marketing strategy is the company's plan for communication to its stakeholders. One segment of the communication plan is included in the marketing mix as the promotional element. A clear understanding of the role that promotion plays, as well as the various methods of promotion, is important in developing the promotional plan. The following questions should assist you in relating the information in this chapter to several decisions in your marketing plan.
Review the communication process in Figure 16.1. Identify the various players in the communication process for promotion of your product.

Question 18

Myspace is not just for friends. It is also a unique promotional platform for musical artists, especially unsigned and independent artists. By creating a Myspace page, musicians can share their songs, post important dates, or even blog. Myspace music pages are different from record company websites because they feel more personal. Artists also take advantage of Myspace's viral nature by allowing other Myspace members to post their pictures, songs, and music videos on their own Myspace profile pages. Visit the website at http://music.myspace.com.
a. Who is the target market for members
b. What is being promoted to these individuals
c. What are the promotional objectives of this website
d. Is word-of-mouth communication occurring at this website Explain.

Question 19

What does the term integrated marketing communications mean

Question 20

Identify and briefly describe the four promotional methods an organization can use in its promotion mix.

Question 21

The overall objective of promotion is to stimulate demand for a product. Through television advertising, the American Dairy Association promotes the benefits of drinking milk, a campaign that aims to stimulate primary demand. Advertisements for a specific brand of milk focus on stimulating selective demand. Identify two television commercials, one aimed at stimulating primary demand and one aimed at stimulating selective demand. Describe each commercial and discuss how each attempts to achieve its objective.

Question 22

What forms of interpersonal communication besides language can be used in personal selling

Question 23

The Toledo Mud Hens Make Marketing Fun
Since their dismal beginnings in 1896 when they played near a swamp (earning the name Mud Hens in honor of the coots inhabiting the marshy land), the Triple-A Toledo Mud Hens have become one of the most successful minor league baseball teams in the country, and their games some of the best attended. How did they leverage their climb from such a murky start In a word: marketing. With their two slogans, "Toledo's Family Fun Park" and "Experience the Joy of Mudville," the Mud Hens harness the twin themes of family and history. These days, the Mud Hens are the Triple-A affiliate of the major league team the Detroit Tigers. Because the Tigers do all of the hiring and firing of players, trainers, and medical staff, the Mud Hens' home office can focus all of its energy on improving the image and profitability of the Mud Hens enterprise.
The Mud Hens do not have the star power of the major league teams (aside from their popular bird mascots, Muddy and Muddonna), so marketers must seek another way to promote the games. They advertise the games as wholesome, affordable family fun-an alternative to bowling or going to the movies. People of all ages can come to the games and socialize, while watching potential up-and-coming baseball stars develop into mature athletes. Because there is no star paraphernalia to sell, most of the marketing attention is paid to promoting Mud Hens merchandise, like T-shirts and hats, and food and beverage sales. In fact, the team has been the league leader in ballpark merchandise sales since 2000. The on-premise Swampshop offers dozens of styles of T-shirts and baseball caps in all sizes. Truly avid fans can shop online from anywhere in the world. As fans wear the merchandise, it creates good work-of-mouth advertising and buzz about the team.
The league's continued sales and revenue growth stand in contrast to an overall downturn in attendance and purchases at minor league baseball games. This statistic attests to the strength of the Mud Hens' marketing strategy. They market directly to advance ticket buyers in order to target those people who are apt to buy tickets early, buy in quantity, and spend cash at the games. Other marketing channels include radio, television, print media, and even Facebook. The Mud Hens enjoy an especially close relationship with local newspapers, where a prominent story about the team is almost guaranteed whenever the Mud Hens have a home game.
Even in the midst of a recession, the Toldeo Mud Hens managed to boost revenues by incorporating a new network to integrate its e-mail platform with other applications. This ability allows the Mud Hens to target segments of its customer base with tailored messages. For example, in a recent year, three of the Mud Hen suite rentals were available, without any obvious takers. By using the new system to identify customers who had clicked on the online suite rental links in the past six months, the Mud Hens sent e-mails to 50 to 60 specific people to inform them about the rentals' vacancies. All three suites were rented that same day. By integrating this new system into its marketing communications strategy, the Mud Hens are able to coordinate promotional and marketing efforts so as to have maximum impact on customers.
In addition to its successful marketing strategies, the Mud Hens have become an integral part of the community-through direct marketing and regular media coverage, but also through charitable endeavors. Because the marketing focus is so much on family fun, community, and socializing, the organization does its best to give back to the community that so avidly supports them. The organization engages in educational and community outreach through various programs such as Muddy's Knothole Club, which provides tickets to underprivileged kids; regular fundraisers and auctions; and donations to local charities. Even pro-bono activities such as these can be part of a well-managed, integrated marketing communications strategy because they increase goodwill toward the organization and encourage people to attend games.
How do the Toledo Mud Hens use integrated marketing communications to promote their enterprise

Question 24

How do target market characteristics determine which promotional methods to include in a promotion mix Assume a company is planning to promote a cereal to both adults and children. Along what major dimensions would these two promotional efforts have to differ from each other

Question 25

A vital component of a successful marketing strategy is the company's plan for communication to its stakeholders. One segment of the communication plan is included in the marketing mix as the promotional element. A clear understanding of the role that promotion plays, as well as the various methods of promotion, is important in developing the promotional plan. The following questions should assist you in relating the information in this chapter to several decisions in your marketing plan.
What are your objectives for promotion Use Table 16.2 as a guide in answering this question.

Question 26

How can a product's characteristics affect the composition of its promotion mix