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292) The advertising campaign, "Think Outside the Bun" was designed for millennials and
belongs to which brand?
A) McDonald's
B) Arby's
C) Chick-Fil-A
D) Taco Bell
E) Long John Silver's
293) According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain
recognized a cultural shift from 'food as fuel' to
A) 'food as expression of style.'
B) 'food as attitude change tool.'
C) 'food as experience.'
D) 'food as personal philosophy.'
E) 'food as health.'
294) Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that
all of our communications have the same look, tone, and feel across all platforms," which could
be described as
A) advertising management.
B) targeted marketing research.
C) traditional media expertise.
D) repositioning.
E) integrated marketing communications.
295) List the key elements of the promotional mix. Why are they used?
296) List and briefly describe the key elements of the communication process.
297) Figure 17-1 above depicts the communication process, which consists of ten key elements
(Boxes A through J). Identify and briefly describe each of the ten elements.
298) Identify and briefly describe each of the five promotional elements.
299) What are the strengths/advantages and weaknesses/disadvantages of using personal selling
in the promotional mix?
300) What are the strengths/advantages and weaknesses/disadvantages of using advertising in the
promotional mix?
301) What are the strengths/advantages and weaknesses/disadvantages of using publicity in the
promotional mix?
302) What are the strengths/advantages and weaknesses/disadvantages of using sales promotion
in the promotional mix?
303) What are the strengths/advantages and weaknesses/disadvantages of using direct marketing
in the promotional mix?
304) Identify each stage of the product life cycle and discuss the role of promotion in the four
stages of the product life cycle.
305) What three product characteristics should be considered when selecting promotional tools?
For each characteristic, give an example of a product where the characteristic is very important.
306) Knowing which stage of the purchase decision process the consumer is in can affect the
promotional mix. How does the importance of advertising, personal selling, and sales promotion
change as a consumer moves through stages of the decision process?
307) Compare push and pull strategies as alternative promotional methods for moving a product
through a channel of distribution.
308) The promotion decision process is divided into three steps. What are they? Briefly describe
each one.
309) Development of the promotion program focuses on the four Ws. What are they?
310) Explain what the hierarchy of effects is. List and explain the five stages.
311) Identify and discuss four methods used to set the promotion budget.
312) What is the best approach for determining a promotion budget? What advantages does this
method offer that the other methods do not?
313) What value does direct marketing provide customers?
