MKTG 409 EXAM 4 MINDTAP: Chapter 15

Which of the following is a major goal of integrated marketing communications (IMC) in regard to its marketing messages?

Consistency

Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. Based on the scenario, what is Xuxez's most likely objective for the promotion of its new brand?

Create awareness

Promotion today tends to be more deceptive than 100 years ago.

False

Proxemic communication involves communication through the movement of head, eyes, arms, hands, legs, or torso.

False (varying distance)

Which of the following is an advantage of product placement?

It reaches consumers while they are being entertained

_______________ is used less frequently today than in the past.

Mass media advertising

Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. Xuxez is engaging in what type of promotion?

Product placement

______________ is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target markets.

Product placement

Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. What type of promotion is this online contest?

Sales promotion

If Mattel tells Walmart it will give them a discount if they purchase a certain amount of product, this would be an example of a push policy.

True

If promotion stimulates demand, it is entirely possible that it will lead to lower prices for consumers.

True

Which of the following sites has likely been the most useful for marketers wanting to engage in viral marketing?

YouTube

Subway creates a paid promotion featuring a different 6-inch sub of the day each day of the week. The sub of the day is only $3.50. Subway utilizes the radio to spread the word. Which promotion method is Subway using?

advertising

Which of the following most likely constitutes ____________? Five Guys uses chalk to draw out a giant professional-looking drawing of fries complete with the Five Guys logo on the boardwalk of a big city.

buzz marketing

High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. The type of promotional activity used is based on _______.

characteristics of the target market

Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. The type of promotional activity used is based on _______.

characteristics of the target market

Capital One coordinates its marketing efforts to continually set the message that its airline reward miles have no blackout dates. Both its print and television advertisements feature Jennifer Garner. Which of the following is the major goal of integrated marketing communication (IMC) in regard to its marketing messages?

consistency

High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. Based on the scenario, what is High Kicks' most likely objective for the promotion of its new brand?

creating awareness

General Motors uses the phrase "precision matters" in an advertisement alongside a photo of a hummingbird to create the analogy that the precision with which this bird pollinates a flower is parallel to the commitment that GM workers have to producing high-quality, well-engineered, and well-manufactured cars and trucks. This is an example of what?

encoding

When Gillette released a controversial ad endorsing the #MeToo movement and challenging men to behave better toward women, Gillette was able to gauge the reaction to its ad immediately through social media. Many people tweeted or messaged Gillette with their thoughts. This is an example of what?

feedback

Janet works for an email marketing software company and sets up a booth at a digital marketing trade show. Interested representatives from different firms can talk with Janet about the products her company offers. Janet encourages each person that stops by to fill out a form with their information on it so her company can send them more information about their products as well as promotional opportunities. Janet is using this promotional technique to _______.

identify prospects

Janice works for a business that sells safety equipment for engineering and construction firms. She has set up a booth at a trade show. Interested representatives from different firms can talk with Janice about the products her company offers. Janice encourages each person that stops by to fill out a form with their information on it, so her company can send them more information about their products as well as promotional opportunities. Janice is using this promotional technique to _______.

identify prospects

The mayor of Lexington, Kentucky held a press conference to comment on some changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to send in questions. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. This can best be described as _____________

integrated marketing communications

The mayor of a major city held a press conference to comment on changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to submit questions for a live Q&A. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. The Q&A will be published later on the mayor's blog. This can best be described as _______.

integrated marketing communications

Mamrie works as a marketer for a big box store. Because Mamrie loves the Economist, she takes out an advertisement in the next issue. However, Mamrie later realizes that middle and lower-income individuals—a significant portion of the target market for her company's product—do not read the Economist. In fact, most do not even read print magazines anymore. Mamrie's campaign suffers from the use of the wrong _______.

marketing channel

Shawna works as a marketer for a large company. Because Shawna loves the Economist, she makes arrangements to take out an advertisement in the next issue. However, Shawna later realizes that middle and lower-income individuals—a significantly portion of the target market for her company's product—do not read the Economist. In fact, most do not even read print magazines anymore. Shawna's campaign suffers from the use of the wrong _______.

marketing channel

the use of technical jargon the receiver doesn't understand is an example of _________ in the communication process

noise

Cotton Incorporated frequently runs advertisements for clothing made from cotton with the tagline, "the fabric of our lives." Their ads do not promote any brand in particular. Cotton Incorporated is trying to stimulate _______.

primary demand

High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. High Kicks is engaging in what type of promotion?

product placement

L'Oréal engages in _______ on MTV's The Hills: New Beginnings by strategically featuring their makeup products being used by cast members to reach the product's target markets.

product placement

Chipotle recently introduced a game called "Cado Crusher" that allowed users to make their own guacamole and appreciate Chipotle's fresh ingredients. After playing, users received a coupon for free guacamole. The game was designed to reinforce consumers' understanding of the quality and freshness of its long-time favorite guacamole. This is an example of what?

promotion

John is highly critical of promotion. Recently his son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on YouTube have convinced his son that he must have the bike to be happy. His wife Matilda, however, knows that many of the "cool" kids in her son's class use that bike. Despite her thoughts on the matter, John is convinced that promotion is negative. John believes that _______.

promotion creates need

John and his husband Miguel are highly critical of promotion. Recently their son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on television have convinced his son that he must have the bike to be happy. However, Miguel's main concern is that the ads on television are misleading about the features of the bicycle, so he worries their son will be disappointed with the real thing. Refer to Scenario 15.3. John believes that _______.

promotion creates needs

John and his husband Miguel are highly critical of promotion. Recently their son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on television have convinced his son that he must have the bike to be happy. However, Miguel's main concern is that the ads on television are misleading about the features of the bicycle, so he worries their son will be disappointed with the real thing. Refer to Scenario 15.3. Miguel believes that _______.

promotion is deceptive

Molly owns a small flower shop. She has recently expanded and would like to get more customers. Her ideal form of promotion would be a television advertisement. However, she decides it costs too much for her to go that route. She decides to place a smaller ad in on Facebook at half the cost. Molly's reasons for choosing this form of promotion is based on her ___________

promotional resources

Tyler owns a jewelry business and would like to get more customers. His ideal form of promotion would be a local television advertisement. However, he decides it costs too much for him to go that route. He decides to place an ad instead on Facebook at a fraction of the cost. What is Tyler's reason for choosing this form of promotion?

promotional resources

Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. The campaign was so successful that Aiden decided to host a press conference to announce the winner. Aiden invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed board game with a short description was provided to reporters to publish in the paper. This campaign is an example of _______.

public relations

Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. The campaign was so successful that Rick decided to host a special event to announce the winner. On the day of the event he invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed product with a short description was provided to reporters to publish in the paper. This campaign is an example of _______.

public relations

A boutique is open Monday through Saturday from 9 a.m. to 6 p.m. The store usually has some type of sales promotion during the weekdays but rarely offers them on Saturdays. This promotional strategy is most likely because the owner wants to _______.

reduce sales fluctuations

A small store on the Santa Fe plaza is open six days a week from 9 a.m. to 6 p.m. The store usually has some type of sales promotion during the weekdays but rarely offers them on Saturdays. This promotional strategy is most likely because the owner wants to _______.

reduce sales fluctuations

Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. What type of promotion is this online contest?

sales promotion

Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. In order to communicate the message, Aiden had to convert his message into writing that represented the ideas he was trying to get across. Aiden is the _______ of the message, and he is involved in _______.

source; encoding

Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. In order to communicate the message, Rick had to convert his message into writing that represented the ideas he was trying to get across. Rick is the _______ of the message, and he is involved in _______.

source; encoding

Emerald Nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Emerald's objective for this promotion is most likely to _______.

stimulate primary demand

Planters nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Planters' objective for this promotion is most likely to _______.

stimulate primary demand

Because Brianna loves Chinese food, she was eager to check out a new Chinese restaurant. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, and large billboards. However, when she talked to two of her friends, they told her the service was terrible and quality was poor. Based on these recommendations, Brianna decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______.

word-of-mouth marketing

Because Samantha loves Chinese food, she was eager to check out a new Chinese restaurant in town. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, large billboards, and Facebook ads. However, when she talked to two of her friends, they told her the restaurant left much to be desired. The service was terrible, and the prices were too high. Based on these recommendations, Samantha decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______.

word-of-mouth marketing