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Exam 14: Promotion-Introduction to Integrated Marketing Communications

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Question 21

Multiple Choice

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Primary demand is

A) the demand for the general product idea.
B) just the demand for the company's own brand.
C) the main form of mass selling.
D) any unpaid form of nonpersonal presentation of ideas, goods, or services.
E) any paid form of nonpersonal presentation of ideas, or services by an identified sponsor.

F) A) and B)
G) B) and C)

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Question 22

Multiple Choice

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In promotion to business customers, personal selling is often the dominant promotion method because:

A) there are fewer business customers than final consumers.
B) the sales message may need to be adjusted to the needs of different people in the firm.
C) purchases are typically large and thus justify the effort.
D) buyers are more likely to have technical questions.
E) all of the above.

F) A) and B)
G) A) and D)

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Question 23

True/False

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Face-to-face communication with large numbers of customers at the same time is mass selling.

When firms promote products to their own employees as part of an internal marketing effort, they are using a

Decoding

Use this information for questions that refer to the Yummy Ice Cream case. Kelly Stich, marketing manager for Yummy Ice Cream Products, is thinking about some of her products and her promotion plans for the coming year. Yummy Ice Cream Products is introducing a new ice cream treat called PlanetSavers. This treat uses ice cream produced with environmentally friendly processes that save energy and protect the ozone. Yummy plans to send articles to magazines, local newspapers, and environmental groups that explain the environmentally safer treat. The product also has a unique texture and different flavor. Stich wants to use counter cards and in-store signs to let people know about Cherry Walrus, the company's new flavor. She is also developing sales training materials that will teach ice cream scoopers in Yummy's ice cream stores to promote the product. Right after Cherry Walrus is introduced each store will also hand out coupons that are good for one day only. Yummy Mondaes is a product that has been around for 25 years. It is Yummy's take on the classic ice cream sundae, but white-brownie and coffee-flavored crumbles are added to make it extra special. The company sells this product in one and two quart containers through major grocery store chains. It relies on personal selling and price discounts to retailers to move more of the product. The company does very little consumer promotion for this product. Yummy Fudge on a Stick is a new product of fudge-flavored ice cream on a stick. Yummy plans to sell it through retail grocery stores also and is launching an aggressive advertising program that will use television, radio, newspaper, magazines, and the Internet. Most of its promotion will be directed at consumers. Two years ago the company introduced Yummy Fruit on a Stick, an all-natural frozen fruit product on a stick. The product category has been popular, continues to grow, and is in the market growth stage of the product life cycle. -The brand manager who puts together a promotion blend for Yummy Mondaes should:

Budgeting for promotion expenditures by computing a percentage of past or expected sales:

Regarding opinion leadership, which of the following statements is TRUE?

Which of the following is NOT a promotion method?

In addition to mail, direct-response promotion may include websites, broadcast, e-mail, and interactive media.

Regarding adoption curve groups, which of the following is TRUE?

Good marketing managers know that:

Direct-response promotion targets specific individuals who respond directly.

"Pushing" a product through a channel relies on very aggressive promotion to final consumers to try to get them to ask intermediaries for the product.

Use this information for questions that refer to the Yummy Ice Cream case. Kelly Stich, marketing manager for Yummy Ice Cream Products, is thinking about some of her products and her promotion plans for the coming year. Yummy Ice Cream Products is introducing a new ice cream treat called PlanetSavers. This treat uses ice cream produced with environmentally friendly processes that save energy and protect the ozone. Yummy plans to send articles to magazines, local newspapers, and environmental groups that explain the environmentally safer treat. The product also has a unique texture and different flavor. Stich wants to use counter cards and in-store signs to let people know about Cherry Walrus, the company's new flavor. She is also developing sales training materials that will teach ice cream scoopers in Yummy's ice cream stores to promote the product. Right after Cherry Walrus is introduced each store will also hand out coupons that are good for one day only. Yummy Mondaes is a product that has been around for 25 years. It is Yummy's take on the classic ice cream sundae, but white-brownie and coffee-flavored crumbles are added to make it extra special. The company sells this product in one and two quart containers through major grocery store chains. It relies on personal selling and price discounts to retailers to move more of the product. The company does very little consumer promotion for this product. Yummy Fudge on a Stick is a new product of fudge-flavored ice cream on a stick. Yummy plans to sell it through retail grocery stores also and is launching an aggressive advertising program that will use television, radio, newspaper, magazines, and the Internet. Most of its promotion will be directed at consumers. Two years ago the company introduced Yummy Fruit on a Stick, an all-natural frozen fruit product on a stick. The product category has been popular, continues to grow, and is in the market growth stage of the product life cycle. -The Yummy Fudge on a Stick promotion plan relies on:

Point-of-purchase materials is a sales promotion activity aimed at

Primary demand is demand for a company's own brand.

Personal selling is MOST LIKELY to dominate a producer's promotion blend when the target customers are:

To encourage potential buyers to take its new Model 3 sedan for a test drive, BMW posts a video on its Web site of the Model 3 speeding down a winding mountain road. This is an example of:

Any distraction that reduces the effectiveness of the communication process is called