Question 1

Name and briefly define three forms of product advertising.

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Question 2

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

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Question 3

Definition communication and its two forms.For each form,give a specific example of how a company could use that form.

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Question 4

Compare and contrast corporate blogs and noncorporate blogs and discuss how they can be incorporated into a company's promotion mix.

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Question 5

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 6

Discuss social media marketing and describe how marketers use it to promote a product.

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Question 7

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

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Question 8

Eighty percent of all pregnant women suffer from morning sickness.In a large majority of women,the morning sickness is alleviated by ginger.Your company has developed Gin-Gins,an all-natural hard candy made from real ginger.You are responsible for developing advertisements for Gin-Gins.Name six common advertising executional styles.Then briefly describe how you would design five different Gin-Gins advertisements (one for each executional style you have listed).

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Question 9

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

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Question 10

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 11

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 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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Question 13

Name and briefly define the two major types of advertising.

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Question 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.

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Question 15

Your company has decided to become the American producer of Chocomel,a Dutch soda that tastes like chocolate mousse.It is made from partially creamed milk,sugar,cocoa,and stabilizers.The price for one glass bottle will be $1.09.You are responsible for developing several advertisements for Chocomel.Name five common advertising appeals.For each appeal,give an example of a Chocomel advertisement message using that appeal.

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Question 16

Toys 'R' Us
Retailers are using social media in unprecedented levels,with more than half of them using it for the 2009 holiday season.That's a monumental increase given the fact that only 4% used it in 2007.The majority focused on Facebook (76%),but they also used Twitter and MySpace.Toys 'R' Us was one of those retailers.The retailer enlisted basketball superstar,Shaquille O'Neal,in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan.Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers.The Facebook site also focused on parents with the song "I don't want to grow up."
-Refer to Toys 'R' Us.Toys 'R' Us advertises year-round but increases its advertising and promotional activity from October through December,which is when the majority of its sales occur for the year.Which type of media schedule does this describe?

Accepted Answer

A pulsing media schedule combines continuous scheduling with flighting.

Question 17

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.

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Question 18

Define promotion and discuss its role in a company's marketing mix.

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Question 19

Toys 'R' Us
Retailers are using social media in unprecedented levels,with more than half of them using it for the 2009 holiday season.That's a monumental increase given the fact that only 4% used it in 2007.The majority focused on Facebook (76%),but they also used Twitter and MySpace.Toys 'R' Us was one of those retailers.The retailer enlisted basketball superstar,Shaquille O'Neal,in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan.Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers.The Facebook site also focused on parents with the song "I don't want to grow up."
-Refer to Toys 'R' Us.What appeal is Toy 'R' Us using by enlisting Shaquille O'Neal in the "Join Shaq Give Back" promotion?

Accepted Answer

The admiration appeal uses celebrity spokespeople.

Question 20

Define advertising and explain why new brands with small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share.

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Quiz 14: Marketing Communications and Advertising