Question 1

What are the four objectives a message should ideally accomplish each time a promotion mix is designed?

Accepted Answer

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Question 2

What type of promotional effort would a marketer likely use for a product in the decline phase?

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Question 3

Hotmail put the message "Get Your Free E- mail at Hotmail.com" at the bottom of every e- mail sent by Hotmail users.What is the concept of viral marketing and how was it utilized by Hotmail?

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Question 4

Responses to database marketing efforts are more trackable than responses to buzz marketing efforts.

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Question 5

What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?

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Question 6

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 is based on the idea that the budget should be set based on the specific objectives that the promotion is intended to achieve, as well as the tasks required to achieve those objectives. This method requires management to think critically about the results they hope to achieve and how much they are willing to spend to get there, which can help ensure that the budget is allocated in a logical and effective way.

Question 7

A local morning TV show gives a weather report every hour during the two- hour show on the "9s." How is this weather report implementing the IMC strategy of a continuous stream of communication?

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Question 8

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

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Question 9

Fans of a hit TV comedy were allowed to choose their favorite episodes at a Web site when the producers decided to end the series.How were the producers using the IMC concept of the customer as the primary focus of communication?

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Question 10

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?

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Question 11

Explain the difference between buzz marketing and word of mouth.

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Question 12

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

Encoding refers to the process of translating an idea or message into a form of communication that can be understood by others. In this case, Nike encoded their message of empowerment and capability into the slogan "Just Do It" as a way to communicate the benefits of wearing their shoes.

Question 13

In general,it is less expensive for a firm to attract a new customer than to keep an existing customer.

Accepted Answer

It is generally more expensive to attract a new customer than to retain an existing one due to the costs associated with marketing, advertising, and onboarding new customers.

Question 14

On the back of a ticket you recently purchased for a sporting event you see an advertisement for a dry cleaner.Explain the style of marketing the dry cleaning business has implemented.

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Question 15

A TV commercial shows an adult,whose face is hidden,speaking of the enjoyment he gets from eating 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?

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Question 16

How can database marketing stimulate cross- selling?

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Question 17

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

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Question 18

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

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Question 19

What promotional efforts would a marketer be likely to employ if the communication objective was to encourage purchase of the product?

Accepted Answer

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Question 20

The percentage- of- sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Accepted Answer

The percentage-of-sales method assumes that the amount spent on promotion is directly proportional to the sales revenue generated. However, this is not always the case, as promotion can also drive sales, and therefore treating sales as a cause of promotion is incorrect. This method can lead to underinvestment in promotion during times of slow sales and overinvestment during times of high sales.

Quiz 12: Catch the Buzz: Promotional Strategy and Integrated Marketing Communication

What are the four objectives a message should ideally accomplish each time a promotion mix is designed?

What type of promotional effort would a marketer likely use for a product in the decline phase?

Hotmail put the message "Get Your Free E- mail at Hotmail.com" at the bottom of every e- mail sent by Hotmail users.What is the concept of viral marketing and how was it utilized by Hotmail?

Responses to database marketing efforts are more trackable than responses to buzz marketing efforts.

What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?

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.

A local morning TV show gives a weather report every hour during the two- hour show on the "9s." How is this weather report implementing the IMC strategy of a continuous stream of communication?

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

Fans of a hit TV comedy were allowed to choose their favorite episodes at a Web site when the producers decided to end the series.How were the producers using the IMC concept of the customer as the primary focus of communication?

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?

Explain the difference between buzz marketing and word of mouth.

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.

In general,it is less expensive for a firm to attract a new customer than to keep an existing customer.

On the back of a ticket you recently purchased for a sporting event you see an advertisement for a dry cleaner.Explain the style of marketing the dry cleaning business has implemented.

A TV commercial shows an adult,whose face is hidden,speaking of the enjoyment he gets from eating 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?

How can database marketing stimulate cross- selling?

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

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

What promotional efforts would a marketer be likely to employ if the communication objective was to encourage purchase of the product?

The percentage- of- sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.