mktg 485 - ch 13 & 14

Nestle's global advertising is a form of marketing communications. Advertising represents which of the following​ "four P's" in the marketing​ mix?

Promotion

Nestle's differences in advertising appeals from the original chic and classy Perrier glass bottle to the newer small and convenient plastic Perrier bottles that are sold today would best be described as​ ________.

emotional appeal followed with rational appeal

Following the launch of the new Fiber One product​ line, Fiber One reached out to health bloggers in an effort to build relationships with prospective buyers who were also influential consumers. This would best be described as​ ________.

personal selling

If you are watching one of your favorite television shows and see a box of Fiber One clearly showcased on the kitchen counter of the​ set, this an example of​ ________.

product placement

The negative publicity experienced by consumers with environmental concerns led to a decrease in sales of​ Nestle's bottled water. Perception issues like this typically require companies to take​ ________ efforts.

public relations

Today, Nestle has a new premium​ brand: "Nestle PureLife​ Water." The environmentally friendly and sustainable message for the new brand is an example of all of the following except​ ________.

publicity

During the first four months of the Fiber One reinvigorated product​ launch, the majority of the promotional budget​ (50%) was spent on which of the following promotional​ tools?

Couponing

Part of Fiber​ One's strategic selling model is to start with the consumer and identify a need so it may play the role of a​ problem-solver by fulfilling that unique need not yet being met. This would be reflective of which of the following steps in the strategic selling​ model?

Develop a personal selling philosophy.

Which of the following statements is true about Fiber​ One?

Fiber One is one of many General​ Mills' brands.

Nestle has created large retail displays and programming advertisements for the Super Bowl. Those tasked with the visual​ creativity, development, and execution of those advertisements would be​ ________.

Art Directors