Scenario 16

question 195

Multiple Choice

Scenario 16.2 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 16.2. Since Whizz is a new product, which of the following promotional methods would you least recommend?

• A) Magazine ads
• B) Viral marketing
• C) Television commercials
• D) A price-reduction sales promotion
• E) Public relations

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Definitions:

Class Challenge

The act of disputing and questioning the established social class hierarchy, often aiming to address and rectify inequalities.

False Consciousness

A term used in Marxist theory to describe the way in which material, ideological, and institutional processes in capitalist society mislead the proletariat about their real interests.

Inequality

The unequal distribution of resources, rights, and opportunities among individuals or groups within a society.

Class Consciousness

Awareness of one's own social class position and the collective interests of that class.