(p. 337) The Yummy Fudge on a Stick promotion plan relies on: A. direct-response promotion B. integrated marketing communications C. pushing D. pulling E. noise in the communication process AACSB: 10 Org Dynamics Chapter: 13 Difficulty: Medium LearnObj: 7 Perreault - Chapter 13 #293 Question Type: Application Self-Test: No 294. (p. 339- 340) According to your textbook, with a new product like PlanetSavers , a marketing manager should: A. attempt to obtain publicity B. target initial communications toward innovators and early adopters C. use an informing promotional objective D. all of the above E. none of the above AACSB: 3 Analytical skills Chapter: 13 Difficulty: Medium LearnObj: 3,8 Perreault - Chapter 13 #294 Question Type: Application Self-Test: No 295. (p. 336) The brand manager who puts together a promotion blend for Yummy Mondaes should: A. realize that the right blend depends more on what customers expect than what the firm wants to accomplish. B. determine who the firm is trying to influence. C. determine the one right promotion blend and then implement it. D. be primarily concerned with informing rather than persuading. AACSB: 10 Org Dynamics Chapter: 13 Difficulty: Medium LearnObj: 7 Perreault - Chapter 13 #295 Question Type: Application Self-Test: No
296. (p. 343) Based on where the product category is in the product life cycle, promotion for Yummy Fruit on a Stick should: A. emphasize ways that Yummy Fruit on a Stick is best. B. be cut back or dropped so that money can be used on products that contribute to customer equity. C. use reminder advertising. D. build primary demand. AACSB: 9 Value creation Chapter: 13 Difficulty: Medium LearnObj: 8 Perreault - Chapter 13 #296 Question Type: Application Self-Test: No 297. (p. 330) Which of the following illustrates communication "noise"? A. A radio ad for Planet Savers is recorded at a higher volume than the music. B. A consumer waiting in line for an ice cream cone can't see the sign promoting Cherry Walrus because the store is so crowded. C. A consumer who thinks that environmentally friendly ice-cream is a stupid idea decides to try the new Planet Savers flavor anyway. D. A TV ad for Yummy Fudge on a Stick features a large group of children singing and eating Yummy ice cream. E. All of these illustrate "noise." AACSB: 1 Communication abilities Chapter: 13 Difficulty: Medium LearnObj: 4 Perreault - Chapter 13 #297 Question Type: Application Self-Test: No 298. (p. 334- 335) Which of the following illustrates customer-initiated interactive communication? A. People who enter Yummy's online contest receive a "2 for 1" coupon for Yummy's new flavors. B. A customer goes to Yummy's website to see if Yummy has an ice cream shop that is nearby. C . A consumer goes to the CNN website and selects a video clip from World Cup Soccer, but at the start of the clip there is a short ad that shows kids eating Yummy Mondaes D. A "gamer" at an online website ends a game and encounters a pop-up ad for Yummy Fruit on a Stick . E. Consumers who participate in an online marketing research survey are later called and interviewed about which of Yummy's ads they remember.
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