Scenario 15.2 Use the Following to Answer the Questions

question 79

Multiple Choice

Scenario 15.2
Use the following to answer the questions.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods however, and have asked for your advice.
-Refer to Scenario 15.2. If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of:

• A) buzz marketing.
• B) sales promotion.
• C) viral marketing.
• D) word-of-mouth promotion.
• E) loyalty marketing.

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Definitions:

Positive Reinforcement

Rewards or incentives for good behavior.

Negative Reinforcement

Rewards desired behavior by taking away something aversive.

Variable-Ratio Reinforcement

Giving out a reward after a random number of behaviors.

Fixed-Interval Reinforcement

Giving out a reward after a certain amount of time has passed.