Question 1

What is the basic definition of communication? What are two forms of communication? Give specific examples of these two forms and indicate how a company could use each of them. Then explain how the company can avoid miscommunication.

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Question 2

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 3

You are the promotions director for Sunland Farm cholesterol-free eggs. Describe the steps in the communication process in your promotion campaign, using specific examples of the actions that will take place in promoting the eggs.

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Question 4

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 5

A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed, loyal to the product in question, and geographically widely scattered.

Accepted Answer

When the target market is informed and loyal to the product, they may not need personal selling to convince them to make a purchase. Instead, advertising and sales promotion can remind them of the product's benefits and perhaps even offer special deals or incentives for making a purchase. Additionally, if the market is widely scattered geographically, it may be more efficient and cost-effective to use advertising and sales promotion to reach them rather than relying on personal selling.

Question 6

Choose two of the six 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?

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Question 7

Lansky sells 60 different knife and garden tool sharpeners. It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener. Lansky is using a push strategy.

Accepted Answer

Lansky is using a push strategy by using personal selling and sales promotions to push its products through intermediaries.

Question 8

Marketers typically use either a push or a pull strategy exclusively.

Accepted Answer

Marketers often use a combination of both push and pull strategies depending on their target audience, product, and marketing goals.

Question 9

Maddie's Beverage Company has recently introduced Wateroos, 250-millilitre servings of water in juice-style containers with straws, to encourage children to drink more water. Since this product is in the introductory stage of the product life cycle and as yet has no direct competition, Maddie's promotional objective should be persuasion.

Accepted Answer

During the introductory stage of the product life cycle, the primary promotional objective is usually to create awareness about the product and its benefits, not persuasion. Persuasion becomes more important in the growth stage when competition increases.

Question 10

What is promotion? Why is it a vital part of a company's marketing mix?

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Question 11

You are the promotions manager for a new weight-loss program that is based on a low-carbohydrate diet. Describe how you might use four tools of the promotional mix to promote the product.

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Question 12

Discuss online marketing and social media marketing, illustrating them as strong communication tools.

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Question 13

It's been a few years since odour-free paint hit the market, and a paint manufacturer estimates the paint to be in the growth stage of its product life cycle. With all the competition in the industry today, the manufacturer should use promotions that persuade buyers of odour-free paint to purchase its brand over all others.

Accepted Answer

Since the product is in the growth stage of its life cycle, it is important for the manufacturer to use persuasive promotions to differentiate its brand from others and encourage buyers to choose their product over competitors.

Question 14

Draw a diagram that illustrates the communication process.

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Question 15

Money, or the lack of it, may be the most important factor in determining the promotional mix.

Accepted Answer

The promotional mix includes advertising, sales promotion, personal selling, public relations, and direct marketing. Each element requires a certain amount of financial investment. A company with a limited budget may need to choose which elements of the promotional mix to focus on based on available resources. Therefore, money plays a significant role in determining the promotional mix.

Question 16

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

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Question 17

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 18

One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices.

Accepted Answer

With the rise of digital media and technology, there are now countless options for communicating with consumers, which makes it necessary to integrate different marketing channels in order to create a consistent and effective message.

Question 19

What is integrated marketing communications (IMC)? How is IMC implemented?

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Question 20

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

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Quiz 16: Marketing Communication