Ch.16 - Advertising, PR, and Sales Promotion

The elements of __________ includes advertising, personal selling, sales promotion, public relations and direct marketing.

Integrated marketing communications

Every year Big Momma's Cajun Restaurant sponsors a 5K run to support St. Jude's Hospital for children. The funds are used for cancer research. Big Momma's gladly sponsors this event because _____.

It is enhancing its corporate image

Track, a sports shoe manufacturing company, began its marketing campaign by spending $1 million on advertising. Currently, Track spends $200 million on advertising. Initially, the advertisements contributed to the gradual increase in returns on advertising expenditures, but the company now confronts diminishing returns on advertising. In this scenario, which of the following phenomena explains Track's diminishing returns?

The advertising response function

A TV ad run by Miller Lite is a response to a controversial Bud Light campaign. Bud Light made headlines with the claim that its beer is healthier due to the lack of corn syrup. Miller responded with a parody of its competitor's campaign. This is an example of________.

Comparative advertising

Paul's Hunting store sells hunting equipment. The store advertises Its equipment in a popular magazine that is distributed every Monday.A television commercial promoting Paul's airs every Thursday at 5:00 p.m. for a three-month period. When new or updated equipment is introduced, the products are steadily advertised during a planned time period. Paul's exemplifies a media schedule.

Continuous

Pete's, a manufacturer of hygiene and personal care products, launched a new toothpaste, "Tidy," that claims to be more effective in maintaining oral hygiene than other brands. The advertisements for Tidy provide valid research information. Which executional style of advertising is Pete's using?

Scientific

Fig Garden is a popular chain of restaurants for authentic Italian food. Recently, a customer found a dead insect in the pasta he was served. The customer's negative review about the restaurant went viral. Fig Garden's chief executive officer (CEO) publicly apologized for the mishap and posted pictures of the restaurant's kitchen, after being fumigated, on several social networking websites. In this scenario, which of the following does Fig Garden's CEO demonstrate?

Crisis management

Kitchen Stories is all about baking and healthy cooking. It is a new cooking app that offers a world of recipes. With easy-to- follow photo-instructed guidelines, one can watch endless recipe options and receive cooking tips. Kitchen Stories uses pioneer advertising because _____.

It offers consumers in-depth information about the benefits of the product class

Using cooperative advertising, Lancôme splits the cost of an advertisement with Dillard's department store, provided that the ad focuses on Lancôme's products. Which statement is true of Lancôme's and Dillard's cooperative advertising?

It resolves the impracticality of listing all one's dealers in national advertising.

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.

Athletics Corp., a sports shoe manufacturer, launches a new line of sports shoes. To promote the product, Athletics Corp. invites its customers to try on the shoes for a period of one week and get a feel of its features. This is an example of_______.

Experimental marketing

During the 2020 health crisis, President Trump held a daily briefing along with the COVID-19 virus task force to focus on safety and reopening of the U.S. economy. This coordinated effort to ensure fast and accurate communication in times of emergency is an example of ________.

Crisis management

AARP uses magazine ads in their magazine to advertise AARP long-term care insurance and other products of interest to those 55 years of age and older. Which of the following best explains how AARP uses audience selectivity?

The ability of an advertising medium to reach a precisely defined market

Coca-Cola's marketers try to get film makers and television producers to have their actors hold or drink a can of Coke. This adds a sense of realism to a movie, television show, or video game that cannot be duplicated by showing a can marked "soda." Coke trades containers of Coke for placement, pays advertising fees, or there is no charge because the can of Coke is viewed as an enhancement to the movie, television show, or video game. This is an example of_______.

Product placement

Berryhill publishing company has a chat capability for instructors who access the Berryhill website. Following each chat session, the instructor receives a survey from Berryhill asking for reviews (good and bad). These online reviews help marketers at Berryhill evaluate products so instructors will continue to use them. This is an example of using a website to _______.

Obtain consumer feedback

Computers Inc. is a manufacturer of printers, scanners, and other office equipment. It announces a cash refund for corporate purchases in large quantities. Rick purchases 20 color printers for his office from Computers Inc. during this sale. To collect the cash refund, he needs to fill out and mail a form provided by Computers Inc., along with proof of purchase. In this case, which type of sales promotions is Computers Inc. offering?

Rebate

The XLO Energy Company distributed the valuable commodity of hand sanitizer to entities in a 13-county area. XLO announced that 1,920 gallons of hand sanitizer were donated to front-line medical and emergency responders. Sanitizer has become a rare item during the time of the COVID-19 virus pandemic. XLO had a story with a photograph on the front page of the local newspaper. The XLO donation created favorable.

Publicity

Hollywood Style, a very expensive brand of clothing and accessories, promotes its products by hiring famous personalities as its brand ambassadors. Given this information, which of the following types of advertising appeals is used by Hollywood Style?

Admiration

Phillips's LED (light emitting diode) lighting uses comparative advertising to emphasize the benefits of using LEDs over CFLs (cathode filament lamps). The advertisements emphasize that Phillips's LEDs cost less than CFLs and other brands of LEDs, last longer, consume less energy, and need to be replaced less frequently than CFLs. In this scenario, which of the following advertising appeals is used in Phillips's ads?

Profit

Bob Mills Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with ______.

Advertising