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CHAPTER 13
Promotion: Deciding on Messages, Messengers, and Creative Strategies
Type: E
1. What is the objective of the Promotion tool?
2. For the Target Audience step in the planning model, indicate whether or not this step will inform
development of the Promotional strategy:
3. For the Desired Behavior step in the planning model, indicate whether or not this step will inform
development of the Promotional strategy:
4. For the Barriers to Behavior step in the planning model, indicate whether or not this step will inform
development of the Promotional strategy:
5. For the Benefits to Behavior step in the planning model, indicate whether or not this step will inform
development of the Promotional strategy:
6. For the Positioning Statement step in the planning model, indicate whether or not this step will inform
development of the Promotional strategy:
7. For the Product step in the planning model, indicate whether or not this step will inform development
of the Promotional strategy:
8. For the Price step in the planning model, indicate whether or not this step will inform development of
the Promotional strategy:
9. For the Place step in the planning model, indicate whether or not this step will inform development of
the Promotional strategy:
10. In the Marketing Highlight featuring Seafood Watch, program managers counted on consumers
requesting and purchasing “Green Fish” to influence audiences midstream and upstream. Name two of
Type: E
Messages are developed based on answers to 3 questions. Fill in the blanks to complete the sentences.
Type: F
12. What do you want your target audience to _______?
13.What do you want your target audience to _______?
14.What do you want your target audience to _______?
15. What are at least two potential messenger types?
16. What are the three major factors that were mentioned that contribute to perceived messenger
credibility?
12 Creative Tips were discussed in the chapter and are listed below. Questions 17-18 refer to these tips.
Type: E
17. In your opinion, which one has the greatest potential for inspiring effective creative strategies and
why?
18. Which one as the next most potential for inspiring effective creative strategies and why?
19. What was at least one recommendation authors had when pretesting?
20. What is one ethical consideration when deciding on messages, messengers, and creative strategies?
