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252. Budliter has a new ad campaign for its product. In an effort to determine whether
consumers like the ad and characters it created, Budliter is monitoring _________, or online
diaries for mention of their campaign.
253. The Maryland Department of Travel and Tourism promotes tourism in the state by
sending travel agents and bus tour companies information about the state's many attractions.
The hope is that by stimulating interest in tour and travel agents, they will in turn encourage their
customers to visit Maryland. This example represents a ________ promotional strategy.
254. CarGo uses its website to target car parts stores and car owners and tell them of the
benefits of using their long-lasting spark plugs. CarGo apparently uses the Internet:
255. Wee Be Irish produces authentic Irish gifts and clothing. Wee Be Irish uses a good deal of
television advertising and sales promotion activities to attract consumers to retail shops in
search of its brand. Wee Be Irish utilizes a ________ strategy:
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McGraw-Hill Education.
256. When managing the promotion mix, marketers are utilizing technology to deliver
important information directly to the customer. For example, during the spring planting season,
Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers
could make better buying decisions. The bar code offered information on planting time, watering
schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its
customers know how it was using technology to assist them with their spring planting decisions.
Whether using new promotional methods or traditional promotional methods, Home Depot:
Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The
firm has just developed a new piece of equipment that top executives believe will be a big seller
if promoted correctly. The new product uses a system of adjustable weights that can be arranged
in various ways to allow the user to perform exercises that tone all major muscle groups.
Additionally, unlike other strength building machines, this equipment also incorporates a
recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to
assemble, and when not in use it can be folded into a compact unit that is easy to store. A group
of fitness experts have tested the equipment and have provided rave reviews. Company
executives believe that this product, called the MuscleMaster, will appeal to busy young adults
living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the
responsibility of developing a promotion mix for this product. The team of Fitt and Trym is
convinced that they can develop a successful promotion mix for this outstanding product.
257. Before they look at specific promotional tools, Melody and Tom agree that they want a
promotion mix that is both comprehensive and unified. They want to use all of the promotional
tools at their disposal to create a consistent message that promotes a favorable product image.
Melody and Tom want to implement a(n):
258. Due to the unique nature of this product, Tom and Melody have decided to develop a
half-hour TV program to demonstrate the benefits of the MuscleMaster. It is hoped that this
__________ will provide a great start in the market.
259. Tom and Melody are considering the extensive use of ads in fitness magazines and a
direct mail campaign targeted at people who have bought other products made by Xer-Wise.
Since these messages are geared directly to customers, it is clear that Tom and Melody want to
implement a _________ strategy.
260. Tom and Melody have decided to work together to write a news release that describes
the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already
tried the equipment. They intend to send the release to a list of columnists who write in fitness
magazines or have health and fitness columns in newspapers, hoping that some of these writers
will include information about the MuscleMaster in their articles. Tom and Melody hope to
utilize:
261. Xer-Wise markets and promotes its products to consumers online. Melody and Tom are
considering a more aggressive approach to generate enthusiasm for the MuscleMaster over the
Internet. They have discussed offering young adults free T-shirts and special discounts on Xer-
Wise equipment if they will agree to hype the benefits of the MuscleMaster on Facebook. They
are even considering setting up a program in which customers get commissions for directing
friends to the Xer-Wise website. If they adopt these strategies, Tom and Melody would be
utilizing:
262. Identify the advantages and disadvantages of newspapers and TV as media to carry your
firm's promotional message. Which of the two receives the most advertising revenues and what
are key advantages and disadvantages of both?
263. Explain how publicity differs from advertising. What are the advantages and
disadvantages of publicity in a firm's promotion strategy?
264. Explain the steps in the personal selling process. How does B2B personal selling differ
from B2C personal selling?
265. Your company has developed a new kind of nutritious snack food and you are part of a
team created to develop the promotion mix for the new product. Your specific task on this team
is to determine the sales promotion activities of the promotion mix. Identify and describe several
possible sales promotion activities the firm could use to promote the new snack food.
266. You are assigned the responsibility to prepare a promotional campaign for a new allergy
relief drug produced by the New England Pharmaceutical Corporation. Outline the highlights of
applying both (a) a pull strategy and (b) a push strategy.
267. Explain the difference between viral marketing, blogging and podcasting.
