MKTG 612 Final Exam

MKTG 612 Final Exam  | Assignment Help | Kogod School Of Business American University 

1) The first four questions will be based on a television commercial. Please read all of these questions before watching the commercial. The commercial can be viewed using the following link: http://www.youtube.com/watch?v=RHYFS7Fvy34

a)      In your opinion, what is the message that the Connecticut Department of Public Health is trying to convey with this ad? When answering, keep in mind that there is a difference between the message the Department encoded, and how you (or others) might have decoded that message. [4pts]

b)      Given your answer to question 1, who is the Connecticut Department of Public Health trying to target with this advertisement?

c)      There are three broad objectives for advertising: inform, persuade, or remind. Which of these three is the objective of this ad?

Use the following advertisement for Sherwin-Williams paints to answer the question on the next page.

2) When developing a print advertisement, advertisers will often use a semiotic triangle technique to analyze the advertisement. Using the advertisement for Sherwin-Williams advertisement on the previous page, apply the semiotic triangle technique by labeling the three points of the triangle and listing the appropriate information under each point.

3) Last year, AXE Body Spray introduced a new scent into their line of body spray, AXE Excite. The following statement was taken from their website:

Tempt your senses. AXE Excite is an addictive wood fragrance that will have your angel falling on the first encounter. The seductive blend of coconut, hazelnut and caramel scents evolve into a sexy, lingering aroma.

a)      There are two primary strategies to promote a new product: push or pull. Assuming you’re brand manager for the AXE Excite, what strategy would you use and why?

b)      There are also two primary pricing strategies for new products. As the brand manager for this product, what pricing strategy would you use to introduce this product to the market and why?

c)      Finally, there are four methods for setting a promotional budget. List the four budget methods and briefly describe them (in one sentence each).

4) There are three types of test markets that companies use to test products in the marketplace. They are standard, controlled, and simulated test markets.

a) Briefly explain the pros and cons of each type of test market.

5) Pfizer, the maker of Advil, describes their Advil Allergy product as the following:

Advil® Allergy & Congestion Relief treats your multi-symptom sinus and allergy needs with just one pill by combining the power of Advil® and a proven decongestant to reduce swelling due to nasal inflammation, plus an effective antihistamine to relieve sneezing and runny nose, symptoms associated with allergies.

a)      Products are considered to have three primary levels. Considering the product levels of Advil Allergy, complete the chart by labeling each level and filling in the boxes with the appropriate information that would be included in each level.

b)      Consumer goods are often classified into one of four categories: convenience, shopping, specialty, and unsought. Based on these categories how would you classify Advil Allergy? Provide a one sentence explanation for your response.

c)      c) Based on your previous response, what type of distribution strategy would you use for this product (intensive, selective, or exclusive)?