Use This Information for Questions That Refer to the Yummy

question 153

Multiple Choice

Use this information for questions that refer to the Yummy Ice Cream case. Kelly Stich,marketing manager for Yummy Ice Cream Products,is thinking about some of her products and her promotion plans for the coming year.
Yummy Ice Cream Products is introducing a new ice cream treat called Planet Savers.This treat uses ice cream produced with environmentally friendly processes that save energy and protect the ozone.Yummy plans to send articles to magazines,local newspapers,and environmental groups that explain the environmentally safer treat.The product also has a unique texture and different flavor.
Stich wants to use counter cards and in-store signs to let people know about Cherry Walrus,the company's new flavor.She is also developing sales training materials that will teach ice cream scoopers in Yummy's ice cream stores to promote the product.Right after Cherry Walrus is introduced,each store will also hand out coupons that are good for one day only.
Yummy Mondaes is a product that has been around for 25 years.It is Yummy's take on the classic ice cream sundae,but white-brownie and coffee-flavored crumbles are added to make it extra special.The company sells this product in one-quart and two-quart containers through major grocery store chains.It relies on personal selling and price discounts to retailers to move more of the product.The company does very little consumer promotion for this product.
Yummy Fudge-on-a-Stick is a new product of fudge-flavored ice cream on a stick.Yummy plans to sell it through retail grocery stores and is launching an aggressive advertising program that will use television,radio,newspaper,magazines,and the Internet.Most of its promotion will be directed at consumers.
Two years ago,the company introduced Yummy Fruit-on-a-Stick,an all-natural frozen fruit product on a stick.The product category has been popular,continues to grow,and is in the market growth stage of the product life cycle.
The plan for Planet Savers emphasizes which element of the promotion blend?

• A)advertising
• B)publicity
• C)personal selling
• D)sales promotion
• E)direct-response promotion

Recognize the challenges and strategies in gaining audience attention in a cluttered marketing environment.

Comprehend the implications of mobile device usage on marketing communications.

Evaluate the ethical considerations and intentions behind persuasive business communications.

Understand the components and application of the AIDA model in constructing effective marketing and sales messages.

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Definitions:

Animal Spirits

A term used to describe human emotions and psychological factors that drive consumer confidence and economic decision-making.

Real GDP

An inflation-adjusted measure that reflects the value of all goods and services produced by an economy in a given year, expressed in base-year prices.

Investment

The process of distributing usually monetary resources with the goal of earning income or making a profit.

Keynes

Refers to John Maynard Keynes, a British economist whose theories on government spending and monetary policy revolutionized economic thought and policy, especially during economic recessions.