Question 1

Molson beer is produced in Canada.Coors is manufactured in the United States.A merger of the two breweries would give each brand access to a significantly larger market.To effectively reach both markets,the merged company would need to coordinate its promotional mix so as to produce a consistent,unified,and customer-focused message.In other words,what would the brewery need to use?

Accepted Answer

The brewery would need to use integrated marketing communications in order to coordinate its promotional mix and produce a consistent, unified, and customer-focused message across both markets.

Question 2

Slatescape sells crushed slate to be used as a decorative,permanent mulch to keep weeds out of flower beds.Initially,Slatescape was marketed heavily to home owners,but after years of radio and television advertising,Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Walmart.What is this new strategy called?

Accepted Answer

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a push strategy.

Question 3

It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has awakened the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she asked to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it?"
-Refer to Cable TV.The cable industry is the originator of this ad campaign against satellite dishes.Which part of the communication process does the industry represent?

Accepted Answer

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

Question 4

Procter & Gamble uses cents-off campaigns,couponing,and free samples to increase sales of Tide detergent.Which type of promotional strategy is it using?

Accepted Answer

A manufacturer using the pull strategy focuses its promotional efforts on the consumer.

Question 5

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers.This ad was placed by the product's manufacturer.Which strategy is the manufacturer using?

Accepted Answer

A push strategy is a marketing strategy that uses trade advertising to convince a retailer (in this case the veterinarian)to carry and sell particular merchandise.

Question 6

To get more retailers to stock its products,Rust-Oleum paint developed a strong advertising campaign aimed at consumers.The ads show creative ways to use paint to make homes more attractive and emphasizes that the paint doesn't chip,peel,or fade.Which type of promotional strategy is Rust-Oleum using?

Accepted Answer

A pull strategy involves ad campaigns aimed at consumers in hopes of getting consumers to demand the product from retailers who in turn will demand it from manufacturers.

Question 7

It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has awakened the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she asked to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it?"
-Refer to Cable TV.The television advertising used by cable operators represents the means by which the company communicates to current users to influence an opinion or elicit a response.What is this is called?

Accepted Answer

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product or service to influence an opinion or elicit a response.

Question 8

The various Survivor shows have been promoted through personal appearances by show participants,websites,and merchandise with the Survivor logo as well as print and broadcast advertising.To ensure that all of the promotional messages are coordinated,what should the network on which the show is broadcast in Canada use?

Accepted Answer

IMC is the careful coordination of all promotional messages for a product to assure the consistency of messages at every contact point.

Question 9

It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has awakened the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she asked to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it?"
-Refer to RugRatReaders.The promotional campaign Martin is utilizing is designed to accomplish which basic promotional task?

Accepted Answer

Informative promotion is important for a new product and more prevalent during the early stages of the product life cycle.

Question 10

What is the term for the careful coordination of all promotional activities to produce a consistent,unified message that is customer focused?

Accepted Answer

The term for the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused is called integrated marketing communications. Option A, promotional selling, is a sales technique that involves direct personal communication with potential customers to persuade them to purchase a product or service. Option C, creative selling, involves using inventive and imaginative methods to sell products or services. Option D, relationship marketing, is a marketing strategy that focuses on building long-term relationships with customers to foster loyalty and repeat business.

Question 11

Which promotional involves a manufacturer focusing its promotional efforts on the consumer?

Accepted Answer

Pull strategy involves a manufacturer focusing its promotional efforts on the consumer. This strategy involves convincing consumers to demand the manufacturer's products from retailers, which in turn will pull the product through the distribution channels. This is achieved through advertising, sales promotions, and other marketing efforts aimed directly at consumers.

Question 12

It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has awakened the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she asked to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it?"
-Refer to Cable TV.Which part of the communication process does the industry represent in the communication process used by the cable industry to transmit its message?

Accepted Answer

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

Question 13

When Lee Apparel introduced Lee Dungarees,it carefully coordinated posters,radio and television commercials,and a Web-based interactive game that drove customers to off-line stores and back to the website.All of these elements produced a consistent,unified,customer-focused message.What did Lee Apparel use?

Accepted Answer

Integrated marketing communications is careful coordination of promotional messages for a product to assure the consistency of messages.

Question 14

It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has awakened the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she asked to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it?"
-Refer to RugRatReaders.In all Martin's ads,he will emphasize the books' indestructibility.What does this represent?

Accepted Answer

A competitive advantage is a set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.

Question 15

Shannon Murphy wanted to increase sales at his jewellery store,Murphy the Jeweller.After analyzing his sales figures,he decided to give away $50 gift certificates for local businesses to give to their employees."Many people used the gift certificates as credit toward more expensive items," explains Murphy.Which strategy is Murphy using?

Accepted Answer

A pull strategy is a marketing strategy that stimulates consumer demand to obtain product distribution.

Question 16

In January 2005,Burger King sponsored the opener of the third season of The Apprentice.The Apprentice sponsorship was an important element in Burger King's overall marketing strategy to build social currency for the brand through contests,advertising,and other sales promotion.In 2002,the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message.What was Burger King using?

Accepted Answer

Integrated marketing communications is careful coordination of promotional messages for a product to assure the consistency of messages.

Question 17

It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has awakened the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she asked to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it?"
-Refer to Cable TV.The cable industry's ad campaigns are designed to communicate to a large audience via television and radio.Which type of communication is it using?

Accepted Answer

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

Question 18

It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has awakened the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she asked to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it?"
-Refer to Cable TV.Keisha is watching television and sees an ad for DBS.Two ads later,she sees the new television ad for her local cable system.When questioned an hour later about advertising she has seen most recently,Keisha remembers a "cable" ad but cannot recall the details.What is Keisha's inability to recall the ad most likely caused by in the communication process?

Accepted Answer

Noise is anything that interferes with,distorts,or slows down the transmission of information.Competing ads can be a source of noise.

Question 19

It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has awakened the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she asked to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it?"
-Refer to RugRatReaders.Martin's choice of radio as his promotional tool is based on the fact that it is a one-way mass communication vehicle.Radio is most commonly used with which promotional mix element?

Accepted Answer

Advertising is a form of impersonal,one-way communication paid for by the sponsor.Radio is an example of an advertising medium.

Question 20

Petra McCoy has developed a product for cleaning grout called Grout-Chee.Everyone who has tried the product really appreciates how quickly it works,but McCoy is having trouble getting retail stores to carry the product.She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product.Which type of promotional strategy is McCoy using?

Accepted Answer

McCoy is using a push promotional strategy, which involves pushing the product through the marketing channel to the final consumer by convincing retailers to carry and sell the product, often through trade promotions and personal selling efforts.

Quiz 14: Integrated Marketing Communication

Procter & Gamble uses cents-off campaigns,couponing,and free samples to increase sales of Tide detergent.Which type of promotional strategy is it using?

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers.This ad was placed by the product's manufacturer.Which strategy is the manufacturer using?

What is the term for the careful coordination of all promotional activities to produce a consistent,unified message that is customer focused?

Which promotional involves a manufacturer focusing its promotional efforts on the consumer?