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KEY: CB&E Model Product| CB&E Model Promotion
71. The goal of persuasive promotion is to:
e. TOP: AACSB
MSC: BLOOMS Application stimulate a purchase or an action
increase brand awareness
describe available services
remind the consumers of where to buy the
maintain top-of-mind consumer awareness ANS: A
Persuasion generally attempts to motivate a consumer to purchase a product.
KEY: CB&E Model Promotion OBJ: 16-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 72. Persuasion normally becomes the primary promotion goal when:
a firm is trying to increase brand awareness
the product enters the growth stage of the
product life cycle
selling a highly technical product d.
e. reminding consumers where to buy the
new products are in early stages of the product
life cycle ANS: B
Persuasion attempts to motivate a consumer to purchase a particular product. It is useful after the
product has been made known through informational advertising during introduction.
KEY: CB&E Model Strategy OBJ: 16-4 TOP: AACSB MSC: BLOOMS Comprehension 73. Innovyx is an e-mail marketing service provider. It has a new ad campaign aimed at changing
negative perceptions of e-mail. The ads explain how much cheaper e-mail advertising is than
traditional advertising and what a high return on investment it can generate if used properly.
Finally, the message ends by suggesting that companies wanting to promote their products give email a chance to show what it can do. This promotion has the task of:
This promotion is aimed at persuading consumers to change their attitudes and try e-mail.
KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB
MSC: BLOOMS Application 74. _____ promotion is used to keep a familiar brand name in the public’s mind and is prevalent
during the maturity stage of the product life cycle.
This describes reminder promotion.
KEY: CB&E Model Promotion OBJ: 16-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 75. Hasbro, Inc. hired actress Jamie Lee Curtis as its spokesperson to promote the company’s board
games. As part of the campaign, Curtis appeared in television spots dressed as characters from
various Hasbro games such as Battleship, Monopoly, and Clue to promote the games as great
Christmas gifts to parents who played the games as children. This promotion was intended to: a.
e. amuse consumers
influence consumers to switch to Hasbro
act as a reminder advertisement
persuade nonplayers of games to try them
act as a persuasive device for the product
category ANS: C
Reminder promotion is used to keep a familiar brand name in the public’s mind and is prevalent
during the maturity stage of...
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This document was uploaded on 09/29/2013.
- Fall '13