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Exam 12: Integrating Marketing Communications

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Question 61

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Use the following to answer questions When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication.First, it did research in several large cities to identify opinion leaders in that age group.Then, one or two people in each city were selected and given a new vehicle to drive for two weeks.They were told to share information about this new vehicle with their friends.After a few weeks, a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted at the under-30 age group and used drive-by billboards in areas of large cities with lots of nightlife. -Giving opinion leaders a new vehicle for two weeks is best described as an example of:

A) advertising.
B) personal selling.
C) sales promotion.
D) buzz marketing.
E) push marketing.

F) B) and C)
G) None of the above

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Question 62

Multiple Choice

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The maker of Huggies nappies is developing a media plan that involves trying to expose its target audience to its new advertisement a total of 10 times.The aim of this advertising campaign is:

A) reach.
B) repetition.
C) frequency.
D) targeting.
E) exposure.

F) A) and D)
G) B) and C)

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Question 63

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Use the following to answer questions The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year.They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion and viral marketing.They are not sure when to use each of these methods and have asked for your advice. -The makers of Whizz considered a new promotional method for their product.A small box of Whizz was given to students living in university residences at the beginning of the academic year.Along with the Whizz, students received a coupon for $1.00 off their next purchase.They could receive another coupon for $3.00 off if they went online and emailed five friends to tell them about Whizz.The friends could then go to the website and print a coupon for $2.00 off their next purchase.The sample boxes given to the students are an example of __________, while the emails to the five friends are an example of __________.

A disadvantage of integrated marketing communications is that companies often do not want to put all of their eggs in one basket.

The geographic distribution of a firm's customers can affect the combination of promotional methods used.

If a pull policy is being used to promote a product, the firm:

During the development of an advertising campaign, benchmarks must be included in the:

Use the following to answer questions Jafrum, Inc.is a wholesale supplier of motorcycle accessories, clothing and tools to various motorcycle retail stores around the country.Jafrum does not manufacture these items, but sells them to other retailers.The company also sells its merchandise through its website, which was created on a minimal budget but is designed with its target customers in mind. -When Jafrum budgeted for the website within its overall marketing plan, it was at which stage of developing an advertising campaign?

As Jetstar Airways puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have a strong effect on the selection of its advertising:

An example of comparative advertising is when an ad compares two brands of laundry detergent.

After the advertising budget has been determined, the next step in building an advertising campaign is:

Aaron Epstein, a retail salesperson at a jewellery store, tells a colleague that during the second quarter he is going to sell all the Elance watches he can and use his extra earnings to go to Bali.He exclaims, 'Can you believe the __________ program they have going for this quarter?'

The effectiveness of an advertising campaign can be measured:

Discuss the different types of word-of-mouth media and how they impact promotional decisions.

One aspect of promotion is that it does not inform consumers about product uses, features, benefits and prices, but it does let consumers know where the product can be bought.

Frequent-user incentives, demonstrations and point-of-purchase displays are all examples of sales promotion techniques most likely to be used:

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and encourage them to try their products in the hope they will spread favourable word about them.

As David reads the copy for his hotel's upcoming magazine, he worries that no one will read all the details that his hotel has to offer.Therefore, he focuses his creative efforts on the:

Product placement is the strategic location of products or product promotions within TV programs to reach the product's target market.

In Gillette advertisements that use the well-known tagline 'Gillette, the best a man can get', Gillette is the communication: