Marketing Final Exam

The eggs ans 1 the sender encodes ideas into a

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Unformatted text preview: 3 TOP: AACSB Reflective MSC: BLOOMS Synthesis 6. You are the promotions director for Sunland Farm cholesterol-free eggs. Describe the steps in the communication process in your promotion campaign, using specific examples of the actions that will take place in promoting the eggs. ANS: 1. The sender encodes ideas into a promotional message. In this case, the promotions director 2. 3. 4. 5. 6. at Sunland Farm is the sender of the message and may hire an advertising agency to create or encode an advertising message. The message is transmitted through a channel, or communication medium. Sunland Farm’s promotion may be carried by television, radio, magazines, newspapers, billboards, or other media. The message may or may not be received by the intended target market. The audience may not be exposed to the channel. Receivers decode the message by interpreting the contents of the promotion. Messages may or may not be properly decoded. When people receive messages, they tend to manipulate, alter, and modify the messages to reflect their own biases, needs, knowledge, and culture. The receiver’s response to a message is feedback to the source. In mass communications, feedback is indirect rather than direct. Sunland Farm may need to conduct marketing research to see if the audience can recognize, recall, or state that they have been exposed to the message. Any phase of this process may be hindered by noise, such as competitors’ advertisements. PTS: 1 REF: 252-254 OBJ: 16-3 Communication KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Synthesis 7. Choose two of the four tools of the promotional mix and use them as column headings in the table that follows. Then fill in the rest of the table by using the characteristics listed in the left column to describe the two tools. PROMOTION TOOL: Direct or indirect communication? Impersonal or personal? Amount of feedback? Speed of feedback? Content control? Sponsor identified? Speed in reaching large audience? ANS: See Exhibit 16.3. PROMOTION TOOL: ADVERTISING PUBLIC RELATIONS Direct or indirect communication? Impersonal or personal? Amount of feedback? Speed of feedback? Content control? Sponsor identified? Speed in reaching large audience? PROMOTION TOOL: Direct or indirect communication? Impersonal or personal? Amount of feedback? Speed of feedback? Content control? Sponsor identified? Speed in reaching large audience? Indirect Usually indirect Impersonal Little Delayed Yes Yes Fast Impersonal Little Delayed No No Usually fast SALES PROMOTION Usually indirect PERSONAL SELLING Direct Impersonal Little to moderate Varies Yes Yes Fast Face-to-face Much Immediate Yes Yes Slow PTS: 1 REF: 255 OBJ: 16-3 Thinking KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Synthesis 8. What are the three basic tasks of promotion? For each of these three tasks, give two specific promotions examples of how that task might be accomplished. ANS: INFORM • • •...
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This document was uploaded on 09/29/2013.

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