Question 1

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.

Accepted Answer

The answer of You are the promotions director for Sunland...

Question 2

Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition, which is airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believes the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."
-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.

Accepted Answer

Mass communication involves communicating to large audiences,usually through a mass medium such as television or newspaper.

Question 3

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.

Accepted Answer

The answer of What is the basic definition of communication?...

Question 4

Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition, which is airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believes the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."
-Refer to Amtrak.The plan to optimally utilize television,radio,print,and out-of-home vehicles to target business travelers is called a:

Accepted Answer

A promotional strategy is a plan for the optimal use of the elements of promotion.

Question 5

Several factors inherent to the product itself influence the promotional mix.Name and briefly describe three of these factors.

Accepted Answer

The answer of Several factors inherent to the product itself...

Question 6

List three reasons why the concept of integrated marketing communications has been growing in popularity.

Accepted Answer

The answer of List three reasons why the concept of...

Question 7

Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition, which is airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believes the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."
-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:

Accepted Answer

A competitive advantage is the unique set of features of a company and its products.

Question 8

Methodist Church
In 2001, the United Methodist Church, the second-largest Protestant denomination in the United States, launched a four-year, $20 million national ad campaign. The theologically gentle but culturally edgy ads are aimed at Americans who are unchurched--people who know the name "Methodist" but don't know anything else about it. The "Igniting Ministries" ads have appeared on CBS and cable television. The purpose of the ads is to draw more people through Methodist Church doors in a time when mainline Protestant denominations are struggling.
-Refer to Methodist Church.How might the United Methodist Church benefit from use of integrated marketing communications (IMC)?

Accepted Answer

Instead of promoting a product just through mass media options,like television and magazines,promotional messages today can appear in many varied sources.

Question 9

What are the four basic tasks of promotion? For each of these four tasks,give two specific promotions examples of how that task might be accomplished.

Accepted Answer

The answer of What are the four basic tasks of...

Question 10

Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition, which is airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believes the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."
-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:

Accepted Answer

Integrated marketing communications is the careful coordination of promotional messages for a product to assure the consistency of messages at every contact point where a company meets the consumer.

Question 11

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

Accepted Answer

The answer of What is promotion? Why is it a...

Question 12

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

Accepted Answer

The answer of What is integrated marketing communications (IMC)? How...

Question 13

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.

Accepted Answer

The answer of The ultimate objective of any promotion is...

Question 14

Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition, which is airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believes the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."
-Refer to Amtrak.Television,radio,print,and out-of-home media represent the _____ in the communication process used by Amtrak.

Accepted Answer

A channel is any communication medium utilized to transmit a message.

Question 15

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

Accepted Answer

The answer of You are the promotions manager for a...

Question 16

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.

Accepted Answer

The answer of The ultimate objective of any promotion is...

Question 17

Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition, which is airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believes the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."
-Refer to Amtrak.The means by which Amtrak communicates with business travelers about the merits and characteristics of the Metroliner is called:

Accepted Answer

Promotion is the means by which businesses communicate with their target audiences.

Question 18

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

Accepted Answer

The answer of The promotional mix is made up of...

Question 19

Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition, which is airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believes the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."
-Refer to Amtrak.Amtrak originated the new campaign.Amtrak represents the _____ in the communication process.

Accepted Answer

The sender is the originator of the message in the communication process.

Question 20

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

Accepted Answer

The answer of Several factors affect the choice of promotional...

Quiz 29: Marketing Communications