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Exam 7: Marketing,Advertising and IMC Planning

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Question 21

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According to the advertising pyramid,the first task of advertising is to communicate enough information about the product to develop conviction.

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Question 22

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Clos du Bois wine pursues an advertising campaign that targets the gay and lesbian community.Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow.Gay publications are examples of _____ for Clos du Bois wine.

A) reference groups
B) target audiences
C) target markets
D) stakeholders
E) environmental curators

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Question 23

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Mycogen Seeds has announced details of its Over-the-Top program for 2007-08.This unique program offers cash rebates to customers who purchase both Mycogen brand products and any of 16 selected crop protection products from Dow AgroSciences.According to the advertising pyramid,the purpose of this rebate is to encourage:

As the leading manufacturer of bleach in the nation,Clorox must guard itself against challenges from detergent manufacturers who are using bleach as a detergent additive.According to Jack Trout and Al Reis's Marketing Warfare,which type of a strategy should Clorox use?

List in order,the five levels of advertising influence depicted in the advertising pyramid.

Define the term 'synergy.'

_____ is the ratio of perceived benefits to the price of the product in a consumer study.

The advertising pyramid reflects the traditional mass-marketing approach.

What are the types of marketing plan choices available to the companies?

What is the integration triangle? How is this triangle associated with the brand message sources? When does constructive integration occur?

The objective/task method of setting budgets is also known as the budget buildup method.

What are the four principal elements in a traditional top-down marketing plan?

Think about the various sources of brand messages.Which message form is considered to be a confirm message because that is what others say and confirm (or not) about what the company says or does?

Which of the following statements about the objective/task method for allocating advertising expenditures is true?

Within a timeframe of five to seven years Orco Construction Supply,a regional distributor of tools and hardware to framing and foundation contractor markets,plans to hit a revenue mark of $500 million which will more than double its 2006 gross sales.This would be an example of a(n) _____ objective.

Roy Harold purchased a new washer/dryer for his apartment.Shortly after the appliances had been installed,a store representative called Harold and asked if he were satisfied with the washer/dryer and how they were installed.The store representative also asked Harold to call if he had any further needs for appliances.According to Kotler and Armstrong,this is an example of which relationship level?

Besides its signature product,the My-Tee T-shirt,a fashion design company,makes its own line of skirts,shoes,tank tops and accessories that retail from $32 to $78.Publicists and buyers browse My-Tee's trendy showroom for the latest trends and clothing lines.The company's promotional strategy relies on publicity.Celebrities from Hilary Duff to Courtney Cox have been photographed in My-Tee clothing.This exposure helped the company rack up $1 million in sales last year.This is a brief description of My-Tee's:

Baxter International Inc,which maintains manufacturing facilities around the world is the world's largest manufacturer of IV solutions in flexible containers.A(n) _____ would reveal to Baxter,changes in its environments that the company would need to address to maintain its standing as the leading producers of IV solutions in flexible containers.

Harry & David is a catalog retailer that specializes in fruit gifts,but it does not see itself as just a merchant of fruit.By setting _____ objectives,the retailer can views itself as a gift provider and act accordingly.

The company contacts customers from time to time with suggestions about improved product use or helpful new products.This sentence defines the basic transactional level relationship between the company and its stakeholders.