Question 1

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.

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Question 2

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.

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Question 3

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.

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Question 4

Several factors affect the choice of promotional mix.Name five of these factors.

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Question 5

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.

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Question 6

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.

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Question 7

Explain the concept of integrated marketing communications (IMC)and discuss why it has been growing in popularity.

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Question 8

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.
 $$\begin{array} { | l | l | l | } 
\hline \text { PROMOTION TOOL: } & \quad\quad\quad\quad\quad\quad&\quad\quad\quad\quad\quad \
\hline \text { Direct ar indirect } & & \
\text { communicatian? } & & \
\hline\ \text { Impersanal ar persanal? } & & \
\hline\ \text { Amount of feedback? } & & \
\hline\ \text { Speed of feedback? } & & \
\hline\ \text { Content contral? } & & \
\hline\ \text { Spansar identined? } & & \
\hline\ \text { Speed in reaching large } & & \
\text { audience? } & & \
\hline
\end{array}$$

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Question 9

Describe the promotional strategies used in each stage of the product life cycle.

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Question 10

The promotional mix is made up of a blend of five promotional tools.Name and briefly define each of these four tools.

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Question 11

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.

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Question 12

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?

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Quiz 16: Promotional Planning for Competitive Advantage