Assign- 7

Chapter 17

Q.3

Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure and (b) corporate travel departments that select the airlines to be used by company employees.

Q.6

Many insurance companies sell health insurance plans to companies. In these companies the employees pick the plan, but the set of offered plans is determined by the company. Recently, Blue Cross-Blue Shield, a health insurance company, ran a television ad stating, "If your employer doesn't offer you Blue Cross-Blue Shield coverage, ask why." Explain the promotional strategy behind the advertisement.

Q.9

BMW recently introduced its first sports activity vehicle, the X6, to compete with other popular crossover vehicles such as the Mercedes-Benz R-Class. Design a direct marketing program to generate (a) leads, (b) traffic in dealerships, and (c) direct orders.

Chapter 18

Q.3

You have recently been promoted to be director of advertising for the Timkin Tool Company. In your first meeting with Mr. Timkin, he says, "Advertising is a waste! We've been advertising for six months now and sales haven't increased. Tell me why we should continue." Give your answer to Mr. Timkin.

Q.6

Which medium has the lowest cost per thousand (CPM)?

Medium Cost of Ad Audience Size TV show $5,000 25,000 Magazine 2,200 6,000 Newspaper 4,800 7,200 FM radio 420 1,600

Q.9

Federated Banks is interested in consumer-oriented sales promotions that would encourage senior citizens to direct deposit their Social Security checks with the bank. Evaluate the sales promotion options, and recommend two of them to the bank.

Chapter 19

Q.2

You and three college friends have decided to launch an online business selling clothes college students wearT-shirts, shorts, sweats, and so on. You plan to use Facebook ads. What "likes" or interests do (a) college men and (b) college women have that might help you in planning your Facebook strategy?

Q.4

What is the significance of user-generated content when contrasted with social media and traditional media?

Q.6

In measuring the results of social media, what are the (a) advantages and (b) disadvantages of performance measures linked directly to revenues versus costs?

The correct full-text reference is:

Kerin, R. & Hartley, S. (2019). Marketing. [VitalSource Bookshelf]. Retrieved from

https://online.vitalsource.com/#/books/1260809773/