Marketing 3305 Chapter 15 Quiz

Social media include all of the following EXCEPT:

a pop-up ad on the ESPN Web site

Campbell's soup has been promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, these media served as _____ for transmitting the message.

channels

When Becca saw the ad suggesting Subway sandwiches as a dinner meal, she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice. In terms of the communication process, Becca:

improperly decoded the message

Ernest has three engineering degrees. He has hired an interior decorator to update his home. He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements that the designer is unable to understand. Yet Ernest has the same problems when the designer starts talking about mauve, cerise, and magenta. Why is the communication process not working in this instance?

The sender and receiver do not share overlapping frames of reference

Protons are new, poppable snacks made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Which elements of the promotional mix would be most useful in attracting attention to this new snack food?

advertising and public relations

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:

competitive advantage

Interpersonal communication is

direct face-to-face communication between two or more people

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. That is, the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message. Burger King used:

integrated marketing communications

_____ is anything that interferes with, distorts, or slows down the transmission of information.

noise

For products like compact discs (which are in the decline stage of the product life cycle):

none of these are true.

Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Rosarita is developing a:

promotional strategy

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. A news article about the Methodist Church that appeared in the Rome News-Tribune was an example of which promotional mix element?

public relations

To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix?

public relations

Public information about a company, good, or service appearing in the mass media as a news item is called:

publicity

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

pull

Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses a _____ promotional strategy.

pull

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. This ad is an example of how manufacturers use a(n) _____ strategy.

push

For its new Jeep Compass, DaimlerChrysler came out with a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. These communications were directed at the _____, the persons who would decode the message.

receivers

_____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

reminder