Nicholas Anderson, a marketing specialist for a manufacturer of microwaves, is looking for ways to reach potential customers who typically avoid advertisements. Which of the following would be the most economical and effective promotional tool for Nicholas to use? lifestyle marketing O bundling products public relations brand contacts personal selling

Nicholas Anderson, a marketing specialist for a manufacturer of microwaves, is looking for ways to reach potential customers who typically avoid advertisements. Which of the following would be the most economical and effective promotional tool for Nicholas to use? lifestyle marketing O bundling products public relations brand contacts personal selling

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter16: Integrated Marketing Communications

Section: Chapter Questions

Problem 8DRQ

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Nicholas Anderson, a marketing specialist for a manufacturer of microwaves, is looking for ways to reach potential customers who typically avoid advertisements. Which of the following would be the most economical and effective promotional tool for Nicholas to use?
Which of the following statements is true of an effective promotional mix? a. It works for all products of a company. b. It does not use advertising. c. It entails indirect, one-way communication. d. It meets the needs of a target market.
Rogain was the first branded prescription drug to be directly targeted to males with early signs of balding. Rather than go through a traditional ad channel, the firm made the decision to aim the ads directly at the consumer, prompting the consumer to ask his doctor for a prescription. This is an example of using a ___________ promotional channel strategy. a. push b. pull c. IMC d. None of the above
Sandy just bought a new Ford Taurus. Three weeks later, she received a rebate check for $300 in the mail. Which of the following forms of promotion was used in this example? Explain your answer. (A) Advertising (B) Direct marketing (C) Sales promotion (D) Personal selling (E) Public relations
In advertising, ______ is the measure of how many times the average person in the target market is exposed to the message. a. media points b. frequency c. impact d. reach What is digital marketing? a. Connecting and communicating directly with targeted consumers using media like TV and radio b. Promoting a business and its products over the internet using tools that drive traffic, leads, and sales c. Using traditional media like magazines to promote products, people, ideas, and activities d. Using the Internet to build premium offers and build and maintain strong local community relations
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Brenda wants her firm’s marketing communications to be more carefully targeted in order to increase customers’ receptivity to the firm’s marketing messages. To achieve this goal, Brenda will likely turn to A) sales promotions. B) C) public relations. D) price reductions. E) direct marketing.
What is the difference between a Feasibility Analysis, a Business Model Canvas, and a Business Plan? describe which is the most important ad explain your answer.
you have to choose between three advertising campaigns outlined by your agency. the first (a) is a soft-sell, honest, straight-information campaign. the second (b) uses sex-loaded emotional appeals and exaggerates the product’s benefits. the third (c) involves a noisy, somewhat irritating com- mercial that is sure to gain audience attention. Pretests show that the campaigns are effective in the following order: c, b, and a. What would you do?
Select a product that you feel has a good product position and one that has a weak position. Justify your selection. Describe an ad or package for each product and indicate how it affects the product’s position. Remember to include photos!
Which promotional tool provides immediate feedback? a. Sales promotion b. Advertising c. Personal selling d. Publicity
All marketing communications should be _____. a. directed to a particular target market b. created to achieve a specific objective c. b and c only d. clearly positioned e. a, b and c are correct