Chapter 14 (MC) Marketing

To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for (an)

A channel of communication refers 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, P&G had to __________ its idea to create the message shown to the new target market.

Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________.

When an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________.

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created a(n) __________.

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

Wasted coverage can be reduced by which of method of promotion?

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

Sales promotions cannot be the sole basis for a promotional campaign because

All of the following are examples of direct marketing tools EXCEPT:

Chrysler Corporation provides support and incentives for its Chrysler, Dodge, and Jeep dealers. Through a multi-level program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.

Promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, be measurable, and

. Imagine you have overheard the owner of a medium-sized manufacturing company saying, "We had a good year, and I think next year will be even better. I'm going to raise this year's promotion budget 4.5 percent based on the increase of last year's gross sales. That will let me do more advertising than the 3.5 percent I budgeted last year." From this information, the manufacturer is using __________ budgeting.

. The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of

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 __________.

Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. She went to the antique mall the next day to consider buying an antique lamp. With respect to Pauline, the postcard from the antique mall was a form of direct marketing used to __________.