MKTG 301 Coupland Final Exam (All Correct 100%)

Promotion correct answers Short term incentives to bring customers back or have them sign up for the first time (how you communicate to your customer about a product/service) • Ex: bounce back- Papa John's coupons on the pizza box (lead to higher loyalty) Promotion Mix: Goals correct answers • To persuasively communicate customer value and build customer relationships • To deliver a clear, consistent, and compelling message o Ex: Chipotle's integrity • Integrated Marketing Communications (IMC) o Ex: Kit Kat commercial- shape creates a clean "break" and you also eat it when taking a "break" Madison & Vine correct answers Merging of advertising and media • Madison Avenue meets Hollywood Vine o Ex: Beats Pill and Bud Light in Transformers 4 commercial o Ex: James bond always wears Omega watches in movies Narrowcasting correct answers focusing on smaller networks/more narrow segmentation Broadcasting correct answers the 4 major television networks o ABC o NBC o CBS o FOX Informative advertising correct answers • Build primary demand (knowledge) • Good for introducing a *new product category o Ex: Droid Does • When people don't know what/how your product works Persuasive Advertising correct answers • Build secondary demand (preference) • Good for direct or indirect *brand comparisons o Ex: Battery brands; Bounty commercial comparison between them and other brand (last longer, clean more) • Choose your brand over another Reminder Advertising correct answers • Increase frequency of purchase o Seasonal/social occasions o Ex: Diet Coke "good morning" (can drink Diet Coke at any time of the day) • Good for mature products Affordable method correct answers how much you can afford Percentage-of-sales method correct answers percentage of what we made last year