Scenario 17.2 Use the Following to Answer the Questions

question 191

Multiple Choice

Scenario 17.2
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 17.2.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:

Homophobia

Prejudice, fear, or hatred directed against individuals who are homosexual or perceived to be, often resulting in discrimination.

Attitude Components

The three main aspects of attitude, including cognitive (beliefs or thoughts), affective (feelings or emotions), and behavioral (actions or reactions).

Example

A representative instance or case that is typical of a group or set, used to illustrate or explain a topic.

Social Loafing

The tendency of individuals to put forth less effort when working in a group than when working alone.