Chapter 14_NEW! Mini Sim_IMC MARK3300 questions and answers well illustrated.

Chapter 14_NEW! Mini Sim_IMC MARK3300 questions and answers well illustrated. A key factor in evaluating the target market's attractiveness is the market's desire for alternative/natural solutions because the turmeric meal replacement bar could be used as an alternative medical treatment. Which target market should you choose? - Depression patients - Diabetics - Athletes - correct answers.- Athletes In Fine Fettle is considering three primary communication objectives: awareness, knowledge, and loyalty. Which should the company choose? - Knowledge: Persuade the market that In Fine Fettle's brand of turmeric replacement bars is superior to the competition's. - Loyalty: Remind the market that In Fine Fettle offers turmeric meal replacement bars. - Awareness: Inform the market of the existence of turmeric meal replacement bars at the category level. - correct answers.- Knowledge: Persuade the market that In Fine Fettle's brand of turmeric replacement bars is superior to the competition's. Afforable Method - correct answers.The affordable method makes promotional spending a last priority, allocating budget to promotion only after operating expenses and capital spending is covered. Percentage-of-Sales Method - correct answers.The percentage-of-sales method budgets a certain percentage of current or forecasted sales for promotion. Competitive-Parity Method - correct answers.The competitive-parity method sets a firm's promotional budget such that it matches its competitors' spending. Objective-and-Task Method - correct answers.The objective-and-task method matches promotional spending with what the firm is trying to achieve. In the next turmeric product team meeting, you begin discussing the integrated marketing communications (IMC) plan. Although the budget has not been finalized, the team feels that they will not have enough funding to include every promotional tool in the IMC plan. Given what you know about the strengths and weaknesses of the promotional elements available to In Fine Fettle and the fact that the meal replacement bar is a new product launch for the company, which element would you recommend eliminating from the integrated marketing communications plan? Select an option from the choices below and click Submit. - Personal Selling - Advertising - Public Relations - correct answers.- Personal Selling Because advertising will be only one of the elements in your IMC program, your goal is to balance cost, exposure, and targeting as you introduce the meal replacement bar to your target audience. Which type of advertising will you recommend? Select an option from the choices below and click Submit. - Magazine: Place half-page color ads in special-interest health magazines such as Health and Natural Health showcasing the turmeric bar's unique benefits. - Radio: Run radio ads for turmeric meal replacement bars in major metropolitan markets during the evening commute. - Television: Run 30-second television ads on cable sports networks showing amateur athletes enjoying turmeric meal replacement bars. - correct answers.- Magazine: Place half-page color ads in special-interest health magazines such as Health and Natural Health showcasing the turmeric bar's unique benefits. To get consumers to try the product, you suggest three different sales promotion tactics: coupons, buy one get one free, and sampling. Given your goal of reducing consumer risk from new product trial, which of the three sales promotion tactics do you recommend? Select an option from the choices below and click Submit. - Coupon: Offer a coupon in the Sunday newspaper for $0.50 off the purchase of one bar. - Buy one get one free: Offer a buy one bar, get one bar free deal. - Free sample: Offer free samples of the bar to customers in natural foods grocery stores. - correct answers.- Free sample: Offer free samples of the bar to customers in natural foods grocery stores. The goal for the PR campaign is to present a message that is consistent with the other communication channels: turmeric meal replacement bars have pain-killing and anti-inflammatory powers in a convenient, delicious bar. Select an option from the choices below and click Submit. - Sunday morning talk show: Sponsor the healthy eating segment of a Sunday morning TV talk show featuring functional foods. - Press release: Prepare and circulate a press release announcing the new turmeric bar and its functional properties. - 5K race sponsor: Provide free turmeric bars for the goodie bag for a large breast cancer charity 5K. - correct answers.- Sunday morning talk show: Sponsor the healthy eating segment of a Sunday morning TV talk show featuring functional foods. Review the direct/digital tactic summary below and recommend a tactic to incorporate into the IMC plan, keeping in mind the strengths and weaknesses of each tactic and your goals for the turmeric bar launch. Select an option from the choices below and click Submit. - Telemarketing: Purchase a list of adults participating in diabetes education and call them to sell them turmeric meal replacement bars. - Direct mail: Purchase a list of Runner's World subscribers and mail them a letter describing the benefits of turmeric meal replacement bars. - Website: Develop an In Fine Fettle website featuring the benefits of the turmeric meal replacement bars. - correct answers.- Website: Develop an In Fine Fettle website featuring the benefits of the turmeric meal replacement bars. With the four IMC tactics identified, you sit down with the turmeric product development team to discuss the strategy. The team disagrees about how to handle the IMC strategy; some team members feel that each channel presents an opportunity to deliver a unique message whereas other team members want to utilize a common message. Which of the three strategies do you recommend using for your IMC program? Select an option from the choices below and click Submit. - Clear, consistent message across channels: Organize all communication so that the consumer receives the same consistent, compekkung message regardless of channel. - Customize messages for each channel: To take advantage of the unique channel attributes, use different messages tailored for each channel - Combination streategy: Keep some elements of the message consistent across channels but focus on a different product feature in each channel - correct answers.- Clear, consistent message across channels: Organize all communication so that the consumer receives the same consistent, compekkung message regardless of channel.