224 CHAPTER 8 COMMUNICATINGTOM ASSM ARKETS
2.AssumethattopmanagementforGeneralEquipment,Inc.hiredyoutodetermineifapromo-
tionalopportunityexistsfora fabricatedpartthathasbeendevelopedforheavy-dutyequipment.
Whatcriteriawouldyouuseas a basisofinvestigation?
3.Definethephrase"salespromotion."Citesomeexamplesofhowsalespromotioncansupple-
mentorcomplementtheothercomponentsoftheIMCmix.
4.Whatstepsmighta publicrelationspersonLaketopreventthefirmfromacquiringa negative
publicimage?5.Assumethatyouarethepublicrelationsdirectorfora bank.Supposethattwopeoplewererobbed
whilewithdrawing!1loneyfromanautomatic24-hourtellermachine.Developa programin
responsetothisincident.
6.Howistheconsumer'sdefinitionofadvertisingdifferentfromthatofa businessperson's?
7.Givesomeexamplesofsituationsinwhichprimarydemandproductadvertisingmightbefruit-
ful.Whenwouldselectivedemandproductadvertisingbeuseful?
8.Assumethatyouhavebeenchargedwithorganizinganin-houseadvertisingdepartmentfora
growingconsumerproductscompany.Thefirsttaskistohireanadvertisingmanagerwhowill
haveultimateresponsibility.Whatresponsibilitiesshouldbementionedinthejobdescriptionfor
thisposition?
9.Explainthedifferencebetweencreativestrategyandcreativetactics.- Listanddescribethevarioustypesofappeals.Developanappeal,aswellastacticstoopera-
tionalizethisappeal,forOldSpice ShaveCream.
Project
Canyoucitesomeexamplesofhoweitheradvertisingoranotherformofmarketingcommunication
led youtopurchasea productthatdidnotsatisfya need?CouldanyformofMC(marketingcom-
munications)or gimmickleadyoutorepurchaseit?HasMCenabledyouLOfinda productwhich
satisfiesa personalneed?Howmightfuturer-1Ckeepyouloyaltoa product?Writea two-tothree-
pageresponse.CASEAPPLICATION
THEMICRORECORDER
OneofthefastestgrowingindustriesintheUniledStatesinihepasttenyearshasbeenthedirect
marketingofa widevarietyofconsumergoodsandservices.Todayitisnotunusualformostofus
toshopbymail(orusesomeotherformofdirectmarketing)foralmostanythingimaginable. Among
themostwell-knownandsuccessfuldirectraarketersisHeimanMarcus,a retaildepartmentstore
thaialsodiscoveredtheadditionalprofitsofsellingsuchunusual giftsaselephants,airplanes.and
$1,000boxesofchocolatecandy- allbymail.
ButNeimanMarcusiscertainlynotalone.Thereareliterallythousandsofcompaniesselling
viadirectmarketing.Oneofthesecompaniesis American.iinportCorporation.AmericanImportwas
startedin 1969 byTomand~ally3truven.Theystartedtheirbusinessbyimportinga lineofJapan-
ese-madesportswatchesandsellingthemfor$29.95withadvertisementsinTheWallStreetJour-
nal.TheRotarian,ElksMagazine,andtheLegionnoire.Atthaltime,comparablewatcheswereretailing
for$49.95to$79.95.TheStruvencweresuccessful, andinthenextfewyearstheycontinuedtoexpand
theirproductlines,compiledtheirowncustomerlist, andeventuallyissueda shoppingcatalog.Nthough
thecatalogwassuccessful, theydiscoveredthemostsuccessfulwaytointroducea newitemwasto
advertiseitseparately.