Scenario 16

question 52

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. The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of ____, and is used to stimulate ____ demand.

• A) viral advertising; primary
• B) sales promotion; selective
• C) sales promotion; primary
• D) product placement; selective
• E) product placement; primary

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Definitions:

Methanol

A simple alcohol with the formula CH3OH, used as a solvent and as an antifreeze in fuel.

Products

The outcomes or substances resulting from a chemical reaction, which can be different in physical and chemical properties from the reactants.

Kinetic Control

A condition in which the rate at which reactants are converted into products determines the predominant product, influenced by factors like temperature and reaction time.

HBr

A corrosive, gaseous compound used in the production of inorganic and organic bromine compounds and as a catalyst in some types of chemical reactions.