Question 1

A company has developed over-the-counter eye drops to alleviate cataract problems in senior dogs and cats.It is the first product of its type to enter the marketplace.What promotional mix would the company most likely use with this new product? Why?

Accepted Answer

The answer of A company has developed over-the-counter eye drops...

Question 2

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

Accepted Answer

The answer of Marketers can choose from two basic strategies:...

Question 3

In 2001,IBM had hundreds of "Peace Love Linux" logos painted on sidewalks to publicize the company's adoption of the Linux operating system.This is an example of buzz marketing.

Accepted Answer

Buzz marketing involves creating a hype or buzz about a product, service, or brand through unconventional means, such as word-of-mouth or experiential marketing. IBM's sidewalk logos were a form of experiential marketing that aimed to generate interest and awareness about their adoption of Linux.

Question 4

Tired Toes is a new line of foot care products.The company's marketing team wants to help build buzz for the line by creating a brand community.The marketing team should use social networks to achieve this objective.

Accepted Answer

Building a brand community is often achieved through social networks, as they provide a platform for customers to interact and engage with each other and the brand. Social networks can help create a sense of community among customers, which fosters loyalty and advocacy for the brand.

Question 5

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding,as defined by the communication model.

Accepted Answer

The development of the Nike logo "Just Do It" is an example of encoding, which is the process of translating a message into a language or symbol that can be understood by the receiver.

Question 6

Explain the buzz building form of viral marketing.What are the aims of viral marketing,and how are they accomplished? Give an example of a successful viral marketing campaign.

Accepted Answer

The answer of Explain the buzz building form of viral...

Question 7

What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

Accepted Answer

The answer of What is integrated marketing communication (IMC)? Explain...

Question 8

In one section of the Sunday newspaper there are four-color,magazine-style advertisements for different stores.Each of these advertisements informs consumers of the products being marketed at sale prices during the coming week.How are these magazine-style advertisements the implementation of sale promotions?

Accepted Answer

The answer of In one section of the Sunday newspaper...

Question 9

Compare the traditional one-to-many marketing communication model to the updated many-to-many communication model.What has caused the shift? What are the advantages and disadvantages of the new model for marketers?

Accepted Answer

The answer of Compare the traditional one-to-many marketing communication model...

Question 10

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

Accepted Answer

The objective-and-task method requires management to determine specific objectives and tasks necessary to achieve those objectives, and then to allocate the necessary promotional budget to achieve them. This method ensures that promotion spending is tied directly to specific objectives and enables management to evaluate the effectiveness of their promotional efforts.

Question 11

A company's traditional promotion mix consists of the specific blends of five different parts.Name and define these parts.

Accepted Answer

The answer of A company's traditional promotion mix consists of...

Question 12

The background for a Benadryl allergy medication ad appearing in the magazine Better Homes and Gardens shows green grass and lovely flowers.The headline states "Benadryl is 54 percent more effective than the leading prescription." At the bottom of the ad,in small print,is an explanation of how the effectiveness of Benadryl was determined.The ad also shows a package of Benadryl so consumers can easily recognize it at the store.Identify the different components of the communication model for this advertisement.

Accepted Answer

The answer of The background for a Benadryl allergy medication...

Question 13

Allyson Godwin plans on setting up a small business where she will offer quilting lessons,sell material and quilting kits that she will create,and market her own creations.Last year her quilting skills earned her $2,000.She estimates that quilting as a full-time business will earn $10,000 during her first year.She has budgeted five percent of her sales estimate to be spent on promotion.What promotion method is Godwin using? What are the advantages and disadvantages of this method?

Accepted Answer

The answer of Allyson Godwin plans on setting up a...

Question 14

Coca-Cola's Minute Maid unit is introducing a new beverage called Minute Maid Premium Limeade;it is a refrigerated limeade.The primary promotional objective of marketing communications for the new product should be to create awareness.

Accepted Answer

Since the new product is being introduced, the primary objective of marketing communication should be to create awareness about the product among the target audience.

Question 15

Explain why effective communication occurs only when the source and the receiver have a mutual frame of reference.

Accepted Answer

The answer of Explain why effective communication occurs only when...

Question 16

A TV commercial shows an adult,whose face is hidden,speaking of the enjoyment he gets from having eaten the same breakfast cereal for the past thirty years.This cereal is not just for kids! What are the marketing communications messages presented in this TV commercial?

Accepted Answer

The answer of A TV commercial shows an adult,whose face...

Question 17

How is a company that buys a block of advertising pages in a magazine to advertise its brand striving to eliminate noise,as it is defined in the communication model?

Accepted Answer

The answer of How is a company that buys a...

Question 18

Briefly describe some of the ethical problems that can be associated with buzz marketing and how companies have dealt with these issues.

Accepted Answer

The answer of Briefly describe some of the ethical problems...

Question 19

Why should a company be concerned about integrating communications from different sources within the company?

Accepted Answer

The answer of Why should a company be concerned about...

Question 20

Why has traditional mass market diminished as a way to talk to younger consumers?

Accepted Answer

The answer of Why has traditional mass market diminished as...

Quiz 12: Old and New Media: From One-To-Many to Many-To-Many