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Promotional Planning for Competitive Advantage 2
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Promotional Planning for Competitive Advantage 2
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21 Questions

1. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response.
2. One way of conveying a message that the receiver will hear properly is to use abstract words and pictures.
3. NutriFoods is concerned that its advertising messages are not getting through to the target market as intended. Its radio ads contain music that its target market does not like, and its spokesperson has a very nasal voice that sounds as though he has a perpetual cold. These are examples of noise in the communications process.
4. Allyson Brown is trying to develop a promotional mix for her firm's new product, a sophisticated modular sunporch designed for use all year. She reasons that because her product is complex and carries high financial risks for consumers, the mix should concentrate on personal selling.
5. Marketers typically use either a push or a pull strategy exclusively.
6. The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.
7. Black & Mild FT are the only cigars on the market made with 'a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness.' This feature creates a competitive advantage for the product.
8. Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.
9. The elements of the promotional mix include advertising, sales promotion, personal selling, and competitive advantage.
10. IMC stands for interactive marketing communications.
11. Lansky sells 60 different knife and garden tool sharpeners. It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener. Lansky is using a pull strategy.
12. If a business studied its promotional strategies by looking at sales trends and market research, it would be using direct feedback to evaluate its promotional strategies.
13. Advertising is any form of impersonal, one-way mass communication in which the sponsor is identified.
14. All promotion, especially advertising, is reduced as a product enters the decline stage. However, personal selling and sales promotion efforts might be maintained, especially at the retail level.
15. Marketers targeting consumers in foreign countries must worry about the translation and possible miscommunication of their promotional messages by other cultures.
16. The AIDA concept can be used to explain how all promotions influence purchase decisions.
17. Communication is the process by which we exchange or share meanings through a common set of symbols.
18. One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.
19. Informative promotion isused to keep the product and brand name in the public’s mind.
20. Coca-Cola uses popular magazines, radio, and cable television to promote its products. Coca-Cola uses mass communication.
21. From the consumer's point of view, a company's communications are already integrated, no matter how the company itself defines them.

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