Category: Uncategorized

[Beats] Dr. Dre released a limited edition of Beats headphones to increase sales and sent them to athletes competing in the Olympics. Even though Beats did not pay the athletes or ask anything of them, media channels and photographers took pictures of them wearing the Beats headphones. This led to a large increase in sales of Beats, angering the International Olympic Committee, who received none of this revenue. Beats’ strategy best exemplifies which of the following non-traditional IMC tools?

[Nathan] Nathan is the proud owner of a Subaru. His very first car was a Subaru Outback and he loved it so much that he has never replaced it.  He takes his Subaru on long road trips, excursions through the woods, and joy rides on the beach with other Subaru owners on the weekends.  Which of the following concepts apply to this scenario? I. Line Extension II. Consumer-Brand Relationship III. Category Extension IV. Brand Communities

[airports] As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options—in airports, doctors’ offices, health clubs, or theaters, which are referred to as

[advertisers] Advertisers use a mix of media forms and vehicles to maximize the _________ of the message to the target audience while at the same time minimizing __________.

[industrialization] The “industrialization of service,” such as the process used by McDonald’s to teach employees how to make a Big Mac, attempts to improve which characteristic of services?

[social networks] In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing: (1) the number of users or unique visitors to the website and (2) __________.

[Roger] Roger is watching a new movie called Canine Park about how a theme park for dogs goes horribly wrong. During the movie, a picture of a Red Bull energy drink appears for only one frame, which is too fast to be noticed by viewers. What type of advertising stimulus does Red Bull use during the movie?

[communication] In the communication process, the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G’s Old Spice High Endurance antiperspirant are called

21) [Harry Winston] John Rollins is a sales rep for Harry Winston, a maker of luxury jewelry. He is planning on making a sales call to Kim Kardashian, and wants to make certain that he does well. He collects samples of his company’s best pieces, watches red-carpet videos to see what sort of jewelry KK likes to wear, and determines which of his company’s pieces are most likely to resonate with KK. What stage of the selling process is John engaged in?

[AE] American Eagle is a popular clothing company that is trying to gain more sales by increasing promotion efforts. The CEO decided to implement the following strategies. AE sent their loyal customers a mail postcard promoting their new summer collection. AE created and paid for billboards to be designed and later placed along the most popular highways across the US.  AE distributed coupons in popular malls where their stores are located What promotional mix tool did AE use in each of these strategies, respectively?