MAR 3023 Quiz 5

Diesel is a company that manufactures and distributes very expensive, high-quality jeans. In the Unites States, there are 10 million people who could potentially purchase their jeans. Of those, 8.7 million are aware of the Diesel brand and 7.2 million know that types of products they distribute. Approximately 6.2 million like the brand, 5.0 million of which believe that they will make a Diesel jeans purchase within the next few months. Currently, 4.6 million already own a pair of Diesel jeans. Given these figures, what promotional objective should Diesel set?

The data in the table below on competing brands of athletic shoes are based on the same 10-point scales used in lectures. Which strategy offers the greatest potential for improving Adidas' sales performance?

______ is the outcome of an offer designed to motivate people to visit a business.

With direct marketing, ______ is the result of an offer designed to generate interest in a product or service, and a request for additional information.

A paid advertisement for the Texas Department of Economic Development, Tourism Division, invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was as a(n):

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities--advertising, personal selling, sales promotion, public relations, and direct marketing--to provide __________.

Publicity often comes in the form of negative stories in the press in the aftermath of a major problem involving a consumer product. The firm's attempts to "manage" publicity so that it is more favorable fall under _______ in the promotional mix.

A new men's hair coloring product Vigor releases a commercial in which a gentleman with prematurely gray hair is at a club; he looks across the room at a vivacious young lady who promptly turns away, rejecting him. In Scene 2, the man is shown using Vigor to get rid of his gray hair. Then in the next scene, the man now has a head of rich thick brown hair, and he looks over at the same woman in the same club. This time the man approaches the woman, who looks at him and smiles. This commercial is using both _____ and _____ appeals.

What is it called when one company pays for the rights to be an exclusive sponsor of an event and another company uses promotional tactics that steal some of the spotlight, at a much lower cost?

Henry is an employee of Nextel Communications and works at the corporate headquarters in the Marketing Department. His job is to coordinate all promotional activities (e.g., ads, sponsorships, point-of-purchase displays) so that Nextel is recognized and consistently associated with quality service and direct connection capability across the country. Thus, Henry is responsible for Nextel's:

Based on research on their target market, Bowl More Lanes discovers that 95% are aware of Bowl More; 85% have knowledge about it; 80% like it; 70% intend to bowl there; and 65% actually have bowled there. According to the hierarchy of effects model, Bowl More should concentrate its promotional efforts on increasing _____ .

Antonio, a native Italian, is visiting the U.S. for the first time. He has never had "American" pizza. He decides that he wants to try it while he is here. He will evaluate which pizza to buy based upon the attributes of cheesiness, amount of toppings, softness of crust, and zestiness of the sauce. His ratings (i.e., perceptions of the pizzas) are based upon a 10-point scale (where 1=low and 10=high). The far right-hand column shows the importance Antonio places on each attribute (1=unimportant and 10=very important).

Like many consumer products manufacturers, Frito-Lay offers retailers discounts to encourage them to carry and promote its products. When doing so, Frito-Lay uses a _____ strategy.

The first decision in developing a promotion program is to:

When Procter & Gamble bought the Old Spice brand in 1990 it planned to transform the old, stagnating brand into a men's personal-care powerhouse. The ads that P & G developed shed the older-man image and now appeal to the 18-to-34 age group. In terms of the communication process, the __________ of the advertising message would most likely be undertaken by Procter & Gamble.

Which of the following statements describes a key difference between advertising and publicity?

Budweiser has decided to try to reach a wider range of consumers by attracting more female beer drinkers. Budweiser attempted to accomplish this by running a series of ads featuring muscular male models to attract the attention of female consumers. However, the sales of Budweiser in the female segment dropped after the new ad campaign because women interpreted the ads as suggesting that only good-looking, masculine men should drink Budweiser. In communications theory, this is an example of:

Which of the following is an example of an independent, personal promotional source?

Melanie was watching "60 Minutes" last week and saw a story about McDonald's. Several customers were interviewed who claimed to have found fried rat tails mixed in with their French fries. From the point of view of McDonald's, this story would be considered:

Lisa wants to buy a new purse. The four criteria that are important to Lisa in a new purse are color, durability, brand name prestige, and style. The three brands that Lisa is considering are Fendi, Gucci, and Louis Vuitton. Her ratings and importance weights are measured on a scale from 1 to 10, with 1 being the lowest and 10 being the highest. What promotional strategy should Fendi's management pursue to convince Lisa to purchase a Fendi purse?

Which of the following promotional tools below involves no direct payment to the media or persons conveying the promotional message?

Which of the following is considered the best approach to promotion budgeting?

Amazon.com, a successful online retailer, manages an extensive database, which includes customers' names and their tastes in books and music. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses:

Medicore Pharmaceuticals Inc. has recently developed a new drug for sufferers of Alzheimer's disease. If the corporation chooses to promote the new drug primarily by educating and informing the physicians who would prescribe the medication, then the best communication tool to use would be:

This year Pontiac is the official sponsor of the NCAA basketball tournament, but suppose that at each of the game sites Ford sets up interactive car exhibits right across the street and hands out free Ford hats and beads to people. Ford's promotional activity is an example of: I) Guerrilla Marketing II) Product Placement III) Advertising IV) Sales Promotion V) Ambush Marketing