Eaton is a large industrial company that sells a range of different technical products to other companies. Since its products are mostly complex and its customers are other businesses, __________________ would be its most important promotional mix tool.
social media marketing
Integrated marketing communication means that ______________.
the message and style of all the company's or brand's communication activities are closely coordinated
the company's communication activities are spread through all available channels
individual messages are encoded in a way to maximize fit with each medium
ads are integrated into social media in way that prevents consumers from realizing they are ads
a company uses a wide range of message styles to avoid consumer boredom
In which of these situations would the promotional goal "Inform" be the most relevant?
To make sure that a well-known brand stays top-of-mind.
In the last step of the AIDA process
In the introduction stage of the product life cycle.
When the market share for the brand is declining.
When the company wants to improve the image of a brand that most consumers don't like
In many ads for Geico, the message is that customers will save money by switching to Geico. The process of translating this message into an ad represents the ___________________ step in the communication model.
Coca-Cola provides point-of-sales materials such as display cases and offers discounts to retailers in order to encourage these to sell Coca-Cola's products. These are examples of _________________.
personal sales tactics
functional marketing tactics
The online retailer Everlane has grown rapidly in part thanks to loyal customers who post pictures of themselves wearing the brand on social media. This positive user created content would be considered ________________.
While TV commercials can be expensive, one of the benefits of using this media is that __________________.
the audience can be assumed to be very attentive
production costs for TV ads are typically low
the advertiser will automatically get a lot of feedback from the audience
it allows for creative ways to illustrate product benefits
the advertiser has full control over the situation in which the message is received
There are several options for how to put together a commercial and these are referred to as the ad's executional style. One of these styles presents regular people in everyday situations who happen to be using the advertised product. This style is referred to as __________________________.
While social media marketing can be very cost effective, one of the downsides is that ___________________________.
user generated media can be both positive and negative
most social media platforms have limited reach
social media marketing cannot be used to reach consumers older than 50
there are not yet any available metrics adapted to evaluating social media marketing
the options for creative messaging are limited on social media
Companies that publish ads on their Youtube channels typically hope these ads "go viral" since this means that ____________.
many people will end up watching the ad
the cost per contact will be maximized
the ad will become available on TV as well
the frequency will be maximized
the ad will be correctly decoded
You are launching a new premium brand of chocolate. Since you are a small company you will mostly focus on a push strategy, since ___________________________________.
you want to make sure that your product will be made available and clearly promoted in several stores
a push strategy is a good fit with social media tools like Instagram
TV or print advertising doesn't work for chocolate
pull strategies cannot be used for consumer food products
A push strategy is the best option for creating consumer desire
___________________ is an approach to marketing that focuses on understanding customers as individuals instead of as anonymous parts of a big segment.
Total Quality Management
Social Media Marketing
Corporate Social Responsibility
Customer Relationship Management
Sales force compensation is usually commission based. While this typically motivates the sales force, a potential risk is _________________.
that it may motivate salespeople to try to sell products that the customer doesn't need
that it takes too long for the motivation effect to occur
that it will be confusing to the HR department
that the personal selling component of the company's strategy will dominate
that it only works for territorial sales force structures
Most ads for the insurance company Statefarm include the phrase "Statefarm is there." The idea that Statefarm will be by its customers' side like a good neighbor is the _______________________ for this campaign.
unique selling proposition
ad executional style
Every time Arsema orders running shoes from Road Runner Sports, the Website gives her a recommendation for another type of product that she could buy, such as apparel or socks. This is an example of _________________.
According to the AIDA model, the ultimate (final) goal of a communication campaign is to encourage _______________.
In one of our online sessions we looked at an ad for Statefarm that featured a guy's transition from being single to being a suburban dad. Most of you said that it made you feel emotional. The type of response an ad is designed to create is considered the ad's __________________.
The insurance company Progressive is regularly promoted with television commercials, radio spots, and magazine ads. In the communication process, these media serve as _____________ for transmitting the message.
One of the characteristics of public relations as a promotional tool is the low degree of control of the content of the message compared to other tools. However, this downside can be off-set by _____________________________________.
the fact that information from third-party sources, such as news outlets, is perceived as less biased than company information
the flexibility of scheduling the dates when the information will be available
the high control over the visual design of every message
the fact that it will be easy to monitor how many potential buyers will eventually see the message
it is clear that the company stands behind these messages
____________________ is an important step in the selling process since this allows the company to use its time making sales calls more efficiently.
An article in New York Times about the Disney+ show the Mandalorian would be an example of ____________________.
social media buzz
The promotional tool__________________ is useful if a firm has an immediate objective, such as increasing sales for a brand quickly.
Assume your advertising budget is limited to 1 million dollars. If you want to increase frequency while staying within this budget, ____________________________+
you need to decrease the length of your message
you should use your entire budget on advertising during a prime time TV show like American Idol
you also need to increase the appeal for your campaign
you audience selectivity will go down
you will likely have to accept a lower reach
In the selling process, a sales person should prepare for __________________, since these indicate that the potential buyer might be interested but may need more information or arguments for buying the product.
a needs assessment
Which of the following promotional tools would be your best option for encouraging product trial of a new brand of granola bars?