Marketing Final Exam

Available services correct false impressions explain

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Unformatted text preview: • • • • • • PERSUADE • • • • • REMIND • Increase awareness of a new product or brand Inform the market of new product attributes Suggest new uses for a product Reduce consumers’ anxieties Tell the market about a price change Describe available services Correct false impressions Explain the way a product or service works Build a company image Build brand preference Encourage brand switching Change customers’ perceptions of product attributes Influence consumers to buy now Persuade customers to receive a sales call Remind consumers that the product may be needed in the near future • • • Remind consumers where to buy the product Keep the product in consumers’ minds during off times Maintain consumer awareness PTS: 1 REF: 256-257 OBJ: 16-4 Thinking KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Synthesis 9. The ultimate objective of any promotion is a purchase or some other activity. A model for reaching promotional objectives is called the AIDA concept. What does this acronym stand for? Describe what marketing actions might take place in each stage of this model. ANS: AIDA stands for attention, interest, desire, and action. A promotion manager attracts a person’s attention by a greeting and approach (personal selling) or loud volume, unusual contrasts, bold headlines, movement, bright colors, and so on (advertising and sales promotion). Second, a good sales presentation, demonstration, or promotional copy creates interest in the product. Third, desire is created by illustrating how the product’s features will satisfy the consumer’s needs. Finally, a special offer or a strong closing sales pitch may be used to obtain purchase action. PTS: 1 REF: 257-258 OBJ: 16-5 KEY: CB&E Model Promotion| CB&E Model Strategy TOP: AACSB Analytic MSC: BLOOMS Synthesis 10. The ultimate objective of any promotion is a purchase or some other activity. One model for reaching promotional objectives is called the AIDA concept. This model proposes that consumers are moved through four stages by the promotional mix. Suppose you are the promotional manager for the new B-Gone squirrel-proof bird feeders. (Before the B-Gone, there were no feeders on the market that were really squirrel proof.) This bird feeder is guaranteed to prevent squirrels from reaching and eating its contents. Describe the promotional activities you would recommend in each stage of AIDA model for the B-Gone feeder. Assume that personal selling will NOT be used. ANS: ATTENTION. General awareness could be created with heavy publicity, advertisements on television during nature shows, and print ads in bird-watching magazines. INTEREST. Simple awareness generally does not result in a sale. The target market should be informed about the product’s benefits. Print advertisements could detail features of the B-Gone, including price, availability, construction material, installation instructions, and so forth. These ads co...
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This document was uploaded on 09/29/2013.

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