Scenario 16

question 176

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 considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 off their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print a coupon for $2.00 off their next purchase. The sample boxes given to the college students are an example of ____, while the emails to the five friends are an example of ____.

• A) sales promotion; advertising
• B) sales promotion; personal selling
• C) publicity; sales promotion
• D) viral marketing; sales promotion
• E) sales promotion; viral marketing

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Definitions:

Rectal Temperatures

Body temperature measurements taken from the rectum, which are considered to be very accurate reflections of the body's core temperature.

Shivering

An involuntary response to cold in which muscles rapidly contract and relax to generate heat and increase body temperature.

Heat Production

The process of generating thermal energy in the body, primarily through metabolism and muscular activities, to maintain body temperature.

Convection

The transfer of heat through the movement of fluids or gases, driven by temperature differences within the fluid or between the fluid and its surroundings.