Upgrade to remove ads
Only $35.99/year

Ch. 14 Guidepost Questions - MKT 320

Terms in this set (12)

The authors of your textbook differentiate between two categories of "new" media elements.
One category is __________. Levy and Weitz list _________ as one of the media elements that fit this category.
The other category of "new" media is __________, of which __________ is one example.
online media; mobile marketing; social media; YouTube
A successful retail communication strategy will usually make use of several media elements. Most likely, some of those media elements will be "traditional" media elements and some will be "new" media elements.
Traditional media elements include mass media advertising, sales promotions, personal selling, public relations, and __________.
in-store marketing
The authors mention that a retailer can send "mixed messages" when it communicates through several different media at once.
For example, the company may be trying to establish its image as a time-honored and prestigious brand through its television and magazine advertising; at the same time, it may be involved in sales promotion activities (e.g., coupons and/or freemiums) that project a bargain-basement image. Furthermore, the firm may be promoting itself in YouTube videos that make it look more like a "hipster" brand than the "Ivy League" brand that it is trying to be. And, the company may be running a social media campaign that is inappropriate for its target audience or that makes it appear desperate for customers.
According to Levy and Weitz, a retailer can avoid this type of fragmentation of its message; that is, it can ensure that all of the elements in its communication mix "speak with the same voice."
The way to do this is by having a well-conceived and well-managed __________.
integrated marketing communications (IMC) program
Levy and Weitz (they're the authors of your textbook) describe __________ as "special incentives or excitement-building programs that encourage customers to purchase a particular product or service."
Examples include samples, coupons, and point-of-purchase (POP) displays.
sales promotions
Levy and Weitz cite statistics from Advertising Age magazine's annual rankings of advertisers:
After __________, retailers are the __________ -largest group of national advertisers, spending more than __________ annually on online and mobile advertising.
The authors go on to list Amazon, Apple, Best Buy, Walt Disney, McDonald's, Sears Holding, Macy's, Target, and Home Depot among the largest spenders.
automobile manufacturers; second; $15 billion
Patagonia sells a line of t-shirts that feature the artwork of nature conservationist James Prosek. Each of the shirts is imprinted with one of Mr. Prosek's drawings of a trout. For each trout t-shirt sold, Patagonia donates $5 to a grassroots organization that works to protect trout species and their natural habitat.
This action by Patagonia would be categorized by the authors of your textbook as __________.
cause marketing
Cause-related marketing (for example, Starwood Hotels and Resorts' partnership with Special Olympics) is a form of __________.
public relations
The authors of your textbook categorize event sponsorship (for example, the PlayStation Fiesta Bowl) as a form of __________. Your instructor disagrees.
in-store marketing/design elements
Product placement (for example, IKEA in Deadpool) is a form of __________.
public relations
According to the authors of your textbook, buying the naming rights to a sports or entertainment venue (for example, Nissan Stadium in Nashville) is a form of __________. Some other authors (including, perhaps, the authors of your MKT300 textbook) say that it is a form of __________.
in-store marketing/design elements; public relations
When a vendor (such as Unilever) splits the cost of advertising with a local retailer (such as all Kmart stores within a designated metropolitan statistical area) for one of its products (such as Axe), it is called ______________ advertising.
cooperative
Sondra Alondra is establishing a communication budget for Gothic Ghoullery.
Based on recent years' sales trends and based on economists' expectations of healthy economic growth, Sondra does a rough forecast of next year's sales: $1.2 million. Then Sondra computes 7% of that total: $84,000. This becomes the amount that Sondra allocates to her company's IMC program.
In this scenario, Sondra is using the __________ method of setting a communication budget.
percentage-of-sales
Sets found in the same folder