You are the marketing manager for the Internet's largest online shoe retailer. The company ships shoes of all types, styles, and sizes to locations throughout the U.S. and around the world. Given a choice between access to a mailing list and access to a marketing database, which would you choose? Define each and state the advantages of your choice?
Question 2Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months. In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands. Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis. Which element of the build-up analysis will identify the demographic and geographic exposure that the advertising for the shampoo hopes to achieve?
a. Frequency
b. Media
c. Production
d. Reach
Question 3Define list enhancement, and discuss two simple ways to conduct it. What four categories of information can be included to help define various populations and target markets?
Question 4Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months. In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands. Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis. The advertising agency for Helene Curtis is in the process of doing a build-up analysis. This means it is
a. isolating the key costs in moving from awareness to preference to purchase of the shampoo.
b. determining the cost of building up awareness of the new shampoo to a predetermined level.
c. adding up each cost associated with a task identified in the advertising plan for the shampoo.
d. determining the approximate time frame that will be necessary to meet all advertising objectives in promoting the shampoo.
Question 5What is meant by the term direct marketing? What elements have contributed to its growth and popularity in recent years? What are the three principal purposes that a direct marketing program could serve for a company?
Question 6Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months. In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands. Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis. Helene Curtis has once again decided to use objective-and-task budgeting to set the advertising expenditures.This is the only budgeting method that focuses specifically on advertising spending:
a. as leading to advertising sales.
b. as calculated by a mathematical formula.
c. as determined by percentage of gross profit.
d. as related to advertising objectives.
Question 7Trapper's Lake Lodge is a 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. After the initial contact, the managers have identified about two dozen potential new visitors who live in and around the closest big city, the one that is about 250 miles away. They decide to start with this group. They want to send a sales representative to host a casual buffet dinner for these potential guests along with the current customers who recommended them. The representative will promote the features of the recreational facility and drum up sales from both returning and new customers. Which of the following roles is this person playing in supporting the lodge's direct marketing process?
a. Personal salesperson
b. Marcom manager
c. Missionary salesperson
d. Frequency marketer
Question 8American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets. American Express has decided to do a specific type of analysis that focuses on reach, frequency, time frame, production costs, media expenditures, and other specific elements. These factors are always included in a(n) analysis.
a. market
b. situation
c. build-up
d. industry
Question 9Trapper's Lake Lodge is a 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. After asking for references from current guests, and for permission to use their names, the lodge has gathered a list of about 75 friends and family members who may be interested in a stay. The lodge managers plan on making an initial contact with each of them, hoping to experiment with a couple of different messages to see what works best. But they want to be careful not to turn off these potential customers. Which approach would work best for this first step?
a. Mobile marketing through text messages
b. Personalized letters through direct mail
c. Phone calls through telemarketing
d. Bulk promotional messages through email
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