Marketing Ch.16 PT.II
Which of the following is not one of the benefits of using advertising as a promotion method
Immediate customer feed
Which of the following is a reason integrated marketing communication is increasingly being accepted?
More precisely targeted promotional tools, like the Internet, are available.
You are working with a sales management consultant on ways to improve your company's sales performance. Your company sells high-end consumer products. You and the consultant agree your promotional activities need to include more direct interaction with your customers. Based on this information, which of the elements of promotion should you emphasize more
Personal selling
All of the following are reasons a company would likely emphasize advertising in its promotion mix except
The company has chosen exclusive distribution for its products
Samsung has been relatively happy with sales of its Galaxy phone. However, when Apple came out with the newest iPhone, Samsung released advertisements marketing all of the features and benefits its Galaxy phone has to offer. Samsung's promotional objective is to
combat competitive promotional efforts
In order to have some of its cereals highlighted in a mailing sent out by Safeway, General Mills has agreed to pay a portion of their costs associated with the advertising mailer. General Mills' payment is designed to
facilitate reseller support.
If Domino's uses digital media along with more traditional newspaper ads to create a more synchronized and consistent message for customers, it is most likely engaging in
integrated marketing communications
John owns a small mechanics shop. He decides to invest in some local advertising. In one newspaper advertisement, he talks about how affordable his shop is compared to competitors. He also takes out a radio ad stressing that his shop's prices are much lower than competitors. However, when a new customer comes in to have some body work done on her car, she is shocked to see that the final bill is much higher than what it would have cost at her previous mechanic's. When she complains to John, he informs her that his shop provides the highest in quality services, which sometimes entails higher costs. John does not appear to have an effective
integrated marketing communications strategy.
A new soft drink company took out a national advertisement announcing its new butterscotch-flavored soda. However, while people in one part of the country recognized they were talking about a soft drink, others believed it was an ice cream drink. Still others use the term to refer to something mixed with alcoholic drinks. Therefore, there was much confusion about the term and what it means. The mistake here lies with the ______________.
noise
Research has shown that consumers visit websites, blogs, and online forums to receive electronic word-of-mouth communication about goods, services, and companies primarily because the sites
reduce risk and save search effort
Virtual realities are still relatively new, but more people are gaining a familiarity with this technology. Competitors are beginning to emerge. Oculus Rift decides it is time to start releasing promotion that markets the advantages of its virtual reality headset compared to competitors. Oculus Rift is attempting to build
selective demand.
