Scenario 19.3

In one of the great social media campaigns in Canadian business history, if social media metrics are any indication, WestJet emotionally engaged viewers during Christmas 2013 with a holiday YouTube video showing WestJet employees making the wishes of travellers come true. After passengers checked in at Toronto Pearson and Hamilton airports for flights to Calgary, they were asked by a virtual Santa what they wanted for Christmas, after scanning their boarding passes at kiosks. Responses were as varied as computers, socks, a flight home to see family, and a big-screen TV. What passengers didn't know was that during their five-hour flight to Calgary, a team of more than 150 WestJet staff went shopping, wrapped presents, and delivered the gifts to the Calgary airport.

Refer to the scenario.What was WestJet doing at the airport that day?

Select one:

a. listening to their customers

b. setting social media objectives

c. implementing the strategy

d. identifying target markets

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Cranium, a toy company, has recently introduced Giggle Gear, a toy designed to let kids' imaginations run wild. With the face and headpieces that make up Giggle Gear, kids can change themselves into aliens, fairies, bugs, and robots. Which type of advertising should be used to promote this new toy?

Select one:

a. promotional advertising

b. pioneering advertising

c. innovative advertising

d. start-up advertising

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Scenario 18-3

Successful selling of complex products such as computer software requires excellent salespeople. Lack of quality service in the marketplace led Alan Hall, head of a small computer networking company, to open Technology Advancement Corporation in 1988. Today, Technology Advancement is a national field marketer with several divisions. The bulk of its business involves training and educating salespeople on the features, benefits, competitors, and market potential of Technology Advancement's clients' products. To date, Technology Advancement has focused on computer software and hardware makers and has launched most of the marquee names in the industry: Novell, Lotus Development, IBM, Microsoft, Apple Computer, Hewlett-Packard, Motorola, Intel, and Xerox, as well as smaller firms.

Here's how the Technology Advancement client relationship works for training. A marketer hires the company to promote its product or to launch a new product, and Technology Advancement assigns a team exclusively to that client. The team gathers, usually at a ski resort, and the client comes in for the training. The training starts with explaining how to use direct communication with a prospective purchaser and how it fits the company strategy and differs from sales promotion. Latest developments in the selling process are explained with special emphasis on networking, follow-up strategies, and post-purchase customer service. Many computer giants have reported that this type of training program has significantly improved their business.

Refer to the scenario. Which of the following statements does NOT describe an advantage personal selling can provide the computer companies?

Select one:

a. It is inexpensive on a per contact basis.

b. It is effective in convincing a prospective client.

c. It is good for explaining the merits of complex products.

d. It can tailor the message to the customer's needs.

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The Flowbee hair cutting vacuum cleaner attachment is shown during a half-hour television spot. The product is demonstrated on volunteer studio audience members, testimonials are given by Flowbee owners, and viewers are encouraged to order the product through a toll-free telephone number. Which form of advertising is the Flowbee using?

Select one:

a. the ad expander

b. the extended sales pitch

c. the mega-mercial

d. the infomercial

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Scenario 18-1

Digital Cookware has developed a new kind of skillet that should make cooking easier for many nonchefs. The skillet has a display on its handle that beeps to alert the cook when the pan's target temperature is reached. With the aid of an accompanying cookbook, the skillet will take much of the guesswork out of cooking. Digital Cookware is a small company, and it has invested considerable money in developing this new technology, which it eventually hopes to use in an entire line of pots and pans. It has run some small ads for the new skillet in cooking magazines and been featured on some morning talk shows. It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line. Digital Cookware is considering some kind of sales promotion.

Refer to the scenario. Why might rebates be a really good sales promotion for Digital Cookware to use?

Select one:

a. They can create great amount of publicity.

b. They can be piggybacked with similar products.

c. They are useful in building long-term relationships with customers.

d. They are good at enticing purchases, but most rebates are not redeemed.

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Emma is a professional jewellery designer. Sometimes, she hosts giveaways on social networking websites that allow people to post only 256-character-long posts. In this scenario, what kind of social networking website is Emma most likely using?

Select one:

a. a media sharing site

b. a microblog

c. a social news site

d. a mommy blog

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What can much of the growth in social news sites be attributed to?

Select one:

a. the ability to post and connect with other like users

b. the proliferation of new websites such as Flickr and Reddit

c. new technology uses for social media

d. new tools such as iPads and smartphones

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Maddie's Beverage Company has recently introduced Wateroos, 250-millilitre servings of water in juice-style containers with straws, to encourage children to drink more water. What is the goal of promotion developed for this new healthy alternative beverage for children?

Select one:

a. to prompt

b. to remind

c. to inform

d. to influence

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Why did manufacturer of Claritin, a drug for allergy sufferers that was designed to not make them sleepy, give physicians free samples of the drug?

Select one:

a. Trial-size containers are a form of advertising.

b. Sampling allows the consumer to try the product risk-free.

c. Its formula is similar to other allergy relief medicines currently on the market.

d. Sampling is a way to get rid of excess products.

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On an episode of ER, one of the doctors asked a nurse for a Nitrolingual Pumpspray, which is used for acute relief of chest pain caused by angina. The free appearance of the product on the show gave its small manufacturer some needed publicity. What did this positive publicity result from?

Select one:

a. product placement

b. two-way communication

c. show sponsorship

d. product promotion

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Sunlight Bakery wants to determine the conversion rate of its Facebook friends. What should the bakery use to accomplish this?

Select one:

a. social media measurement

b. public relations measurement

c. social media monitoring

d. a social CRM system

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Miller Brewing Company hired Red Sky Interactive to design an entertaining online game that would convey the brand essentials of its Miller Lite beer while appealing to its target demographic. The result: the "Miller Lite Virtual Racing League" (VRL), an online stock car racing game that allows users to customize their vehicles, compete for sponsorship money, and run their team against those of friends. What did Miller use to reach its target market?

Select one:

a. an interconnect

b. an infomercial

c. a videomercial

d. advergaming

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After a visit to Athens, the International Olympic Committee representative said, "If you look around Athens, it is one of the most visually polluted cities in terms of outdoor advertising in all of Europe." In terms of media selection, what does this means about outdoor advertising in Athens?

Select one:

a. It has high noise levels.

b. It has minimum reach.

c. It has no geographic selectivity.

d. It has limited flexibility.

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Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University "chewleaders" will attack city streets in July visiting morning TV shows, landmarks, and high-traffic areas to promote the series. What would an article in the New York Times on Shark Week and the Discovery Channel's street teams be an example of?

Select one:

a. advertising

b. publicity

c. a personal sales presentation

d. a sales promotion

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Fans of Cott's black cherry soda are able to explain why Cott's is superior to any other type of black cherry soda. Fans are scattered and are extremely brand loyal. The characteristics of this target market indicate that which type of promotional mix should be used?

Select one:

a. one with more advertising and sales promotion and less personal selling

b. one with more advertising and less sales promotion and public relations

c. one with less sales promotion and more advertising and personal selling

d. one with less publicity and sales promotion and more personal selling

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Molson beer is produced in Canada. Coors is manufactured in the United States. A merger of the two breweries would give each brand access to a significantly larger market. To effectively reach both markets, the merged company would need to coordinate its promotional mix so as to produce a consistent, unified, and customer-focused message. In other words, what would the brewery need to use?

Select one:

a. coordinational promotion

b. integrated marketing communications

c. transactional communications

d. creative selling

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Ruby is the social media manager of a hair salon. She connects with the salon customers through social networking websites. She also uses various online analytics tools to gain insights about the salon customers and track their views. In the given scenario, what are Ruby's actions are an example of?

Select one:

a. social media measuring

b. promotional strategy

c. social media marketing

d. knowledge management

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Scenario 18-3

Successful selling of complex products such as computer software requires excellent salespeople. Lack of quality service in the marketplace led Alan Hall, head of a small computer networking company, to open Technology Advancement Corporation in 1988. Today, Technology Advancement is a national field marketer with several divisions. The bulk of its business involves training and educating salespeople on the features, benefits, competitors, and market potential of Technology Advancement's clients' products. To date, Technology Advancement has focused on computer software and hardware makers and has launched most of the marquee names in the industry: Novell, Lotus Development, IBM, Microsoft, Apple Computer, Hewlett-Packard, Motorola, Intel, and Xerox, as well as smaller firms.

Here's how the Technology Advancement client relationship works for training. A marketer hires the company to promote its product or to launch a new product, and Technology Advancement assigns a team exclusively to that client. The team gathers, usually at a ski resort, and the client comes in for the training. The training starts with explaining how to use direct communication with a prospective purchaser and how it fits the company strategy and differs from sales promotion. Latest developments in the selling process are explained with special emphasis on networking, follow-up strategies, and post-purchase customer service. Many computer giants have reported that this type of training program has significantly improved their business.

Refer to the scenario. Technology Advancement is providing training on which subject?

Select one:

a. public relations

b. personal selling

c. trade promotion

d. advertising

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Scenario 18-2

The Entertainment Book is jammed with discounts on dining, travel, and entertainment provided by both local and national businesses. It was created by Entertainment Publications over 30 years ago. People are so excited about good, cheap fun that they're willing to pay between $40 and $50 for the book. Consumers justify the cost because total values offered in any Entertainment Book are worth hundreds of dollars. And as the books grow in popularity, more marketers are requesting that a coupon for their businesses be featured in the book. Over 5 million copies of the book are sold each year, and sales are growing steadily. In all, more than 100,000 merchants, including 40,000 restaurants, are represented in the Entertainment Book, making it the largest national discount dining program. Further, the Entertainment Book is sold through clubs, youth groups, and schools. Entertainment Publications creates and distributes ads, posters, and other sales materials to all its sales organizations. Entertainment Publications has teamed up with Esso to provide a premium item called the MultiCard Savings Book. Esso distributes the book to all its MultiCard members. It contains local and national advertisers that are of interest to Esso members. In a joint venture with American Airlines, Entertainment Publications created a program called Advantage Dining, which was offered to the airline's frequent flyer customers as another way to earn miles.

Refer to the scenario. What did Esso use to enhance its relationships with its customers?

Select one:

a. premiums

b. coupons

c. rebates

d. trade allowances

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An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by the product's manufacturer. Which strategy is the manufacturer using?

Select one:

a. kinetic

b. push

c. advertorial

d. inertia