Scenario 15.2 Use the Following to Answer the Questions

question 28

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. 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:

Non-tasters

Individuals who have a reduced ability or inability to taste certain compounds, often genetic in origin.

Psychological Test

A standardized instrument designed to measure aspects of human behavior such as intelligence, personality, or aptitude.

Peace Corps

The Peace Corps is an agency of the United States Government that sends volunteers to work on social and economic development projects in countries around the world.

Diet Effectiveness

Diet effectiveness refers to the degree to which a diet achieves its intended outcomes, often measured in terms of weight loss, health improvement, or nutritional balance.