d.
selling plan
e.
publicity plan
103. Refer to Amtrak. Amtrak’s campaign stresses that the Metroliner is more comfortable and more likely
to be on time and run in inclement weather. The promotional campaign focuses on Amtrak’s:
a.
superior skill set
b.
special feature
c.
tactical strategy
d.
differential parity
e.
competitive advantage
104. Refer to Amtrak. Amtrak’s campaign is designed to communicate to a large audience via television,
radio, and print. This is an example of _____ communication.
a.
mass
b.
clutter
c.
interpersonal
d.
intrapersonal
e.
public
105. Refer to Amtrak. Amtrak originated the new campaign. Amtrak represents the _____ in the
communication process.
a.
promotional impetus
b.
decoder
c.
sender
d.
channeler
e.
receiver
106. Refer to Amtrak. Television, radio, print, and out-of-home media represent the _____ in the
communication process used by Amtrak.
a.
feedback loop
b.
channel
c.
encoder
d.
receiver
e.
communicator
107. Refer to Amtrak. Amtrak’s careful coordination of all of its promotional activities to present a single,
focused communication to its consumers is an example of:
a.
coordinational promotion
b.
promotional mixing
c.
integrated marketing communications
d.
creative selling
e.
processed marketing
108. Refer to The T-Mobile Girl. The T-Mobile ads emphasize certain aspects of the T-Mobile network,
such as its faster speed. This represents the product’s:
a.
tactical advantage
b.
competitive advantage
c.
feedback
d.
promotional result
e.
objective strategy
109. Refer to The T-Mobile Girl. The promotional campaign in which T-Mobile tells consumers about the
features and benefits of its product is attempting to achieve which goal of promotion?
a.
rewarding
b.
persuading
c.
informing
d.
influencing
e.
reminding
110. Refer to The T-Mobile Girl. The company’s choice of television as the primary medium for its
“T–Mobile Girl” campaign is based on the fact that it is a one-way mass communication vehicle.
Television is most commonly used with which promotional mix element?
a.
public relations
b.
advertising
c.
direct marketing
d.
sales promotion
e.
sponsorship
111. Refer to The T-Mobile Girl. According to the AIDA model, the first step T-Mobile must achieve with
their target market is:
a.
attention
b.
interest
c.
liking
d.
desire
e.
action
112. Refer to The T-Mobile Girl. In attempting to get consumers to ask the retailer for this product,
T-Mobile is using a _____ promotional strategy:
a.
push
b.
pull
c.
kinetic
d.
publicity
e.
reinforcement
ESSAY
1. Define promotion and discuss its role in a company’s marketing mix.
2. Define communication and its two forms. For each form, give a specific example of how a company
could use that form.
3. You are the promotions director for Back to Nature Crispy Wheats, baked snack crackers . Describe
the steps in the communication process in your promotion campaign, using specific examples of the
actions that will take place in promoting the crackers.
4. What are the three basic tasks of promotion? For each of these three tasks, give two specific
promotions examples of how that task might be accomplished.
5. The promotional mix is made up of a blend of five promotional tools. Name and briefly define each of
these four tools.
6. You are the promotion manager for a new brand of dog food. Describe how you might use all five
tools of the promotional mix to promote the product.
7. Choose two of the five tools of the promotional mix and use them as column headings in the table that
follows. Then fill in the rest of the table by using the characteristics listed in the left column to
describe the two tools.
PROMOTION TOOL:
Direct or indirect
communication?
Impersonal or personal?
Amount of feedback?
Speed of feedback?
Content control?
Sponsor identified?
Speed in reaching large
audience?
PROMOTION TOOL:
Impersonal or personal?
Impersonal
Impersonal
Speed of feedback?
Delayed
Delayed
Content control?
Yes
Sponsor identified?
Yes
Speed in reaching large
Fast
Usually fast
PROMOTION TOOL:
PERSONAL SELLING
SALES PROMOTION
Impersonal or personal?
Personal
Impersonal
Content control?
8. The ultimate objective of any promotion is a purchase or some other activity. A model for reaching
promotional objectives is called the AIDA concept. What does this acronym stand for? Describe what
marketing actions might take place in each stage of this model.
9. The ultimate objective of any promotion is a purchase or some other activity. One model for reaching
promotional objectives is called the AIDA concept. This model proposes that consumers are moved
through four stages by the promotional mix. Suppose you are the promotional manager for the new
B-Gone squirrel-proof bird feeders. (Before the B-Gone, there were no feeders on the market that were
really squirrel-proof.) This bird feeder is guaranteed to prevent squirrels from reaching and eating its
contents. Describe the promotional activities you would recommend in each stage of AIDA model for
the B-Gone feeder. Assume that personal selling will NOT be used.
10. Explain the concept of integrated marketing communications (IMC) and discuss why it has been
growing in popularity.
11. Several factors affect the choice of promotional mix. Name five of these factors.
•
12. Describe the promotional strategies used in each stage of the product life cycle.
13. Target market characteristics and the type of buying decision the target market is making can affect the
mix of promotional elements. Describe how differences in each factor change the promotional mix.
14. Describe how a lack of funds affects the use of each of the promotional tools for a small, financially
strapped company. Describe the trade-offs that occur between funds available and other aspects of
promotion.
15. Compare and contrast push and pull strategies. Which strategy would be most appropriate for a new
cat food product offered by Purina, which already has several cat food products on the market?