Scenario 16.2
Use the following to answer the 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, however, and have asked for your advice.
Refer to Scenario 16.2. Since Whizz is a new product, which of the following promotional methods would you least recommend?
A) Magazine ads
B) Viral marketing
C) Television commercials
D) A price-reduction sales promotion
E) Public relations
Question 2Raw materials are especially affected by joint demand.
Indicate whether the statement is true or false
Question 3Trapper's Lake Lodge is rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors. A public relations consultant advises the lodge management that any direct marketing campaign should be coordinated with its other advertising and promotional strategies. In effect, the consultant is recommending that the lodge focus on ____, which should always be the goal of advertising and promotion.
a. innovation
b. marcom management
c. integration
d. convenience
Question 4Scenario 16.1
Use the following to answer the 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 find out who the opinion leaders were in that age group. By visiting the local nightlife, 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 to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas.
Refer to Scenario 16.1. Which of the following is not an integrated communications tactic used by Toyota?
A) Word-of-mouth communication
B) Advertising
C) Publicity
D) Personal selling
E) Sales promotion
Question 5For business products, the concept of inelasticity of demand applies equally to industry demand for the product and to demand for an individual supplier.
Indicate whether the statement is true or false
Question 6As the number of firms utilizing direct marketing continues to grow, so too does the number of consumers opposed to the methods often described as intrusive.. To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One outlet firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number U.S. companies hope to build stronger and more useful marketing databases. Which of the following is often referred to as the most controversial of the various direct marketing methods?
a. social media interaction
b. direct mail
c. bulk email
d. repetitive telemarketing
Question 7Scenario 16.1
Use the following to answer the 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 find out who the opinion leaders were in that age group. By visiting the local nightlife, 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, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas.
Refer to Scenario 16.1. Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of
A) sales promotion.
B) word-of-mouth promotion.
C) product placement.
D) viral marketing.
E) publicity.
Question 8The demand for many business products is inelastic at the industry level.
Indicate whether the statement is true or false
Question 9As the number of firms utilizing direct marketing continues to grow, so too does the number of consumers opposed to the methods often described as intrusive.. To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One outlet firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number U.S. companies hope to build stronger and more useful marketing databases. Emailing consumers is considered what type of advertising?
a. direct-response advertising
b. creative advertising
c. slow-response advertising
d. direct mail advertising
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