Marketing Study Set 1

Business

Quiz 17 :

Integrated Marketing Communications

Quiz 17 :

Integrated Marketing Communications

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A vital component of a successful marketing strategy is the company's plan for communication to its stakeholders. One segment of the communication plan is included in the marketing mix as the promotional element. A clear understanding of the role that promotion plays, as well as the various methods of promotion, is important in developing the promotional plan. The following questions should assist you in relating the information in this chapter to several decisions in your marketing plan. Which of the four elements of the promotional mix are most appropriate for accomplishing your objectives? Discuss the advantages and disadvantages of each. The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.
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The four promotional methods that can be used by one in the promotion mix are as follows:
1) Advertising : It a paid non-personal communication about a business and its products through various medias for increasing the customer base. It will help in increasing the number of people who have knowledge about the product through electronic medium.
2) Sales promotion : It is the activity of oaring added incentive or value for the merchandise to the consumers, salespeople, or resellers. It helps in creating one to one customer interaction.
3) Public relations : It is used for creating and maintaining favourable relationship among the stakeholders of a firm. It builds a good image about the product and the firm in the minds of people.
4) Personal selling : It refers to the paid personal communication for informing and persuading a customer for purchasing merchandise in an exchange circumstance. It helps in attaining fast feedback and building loyalty.

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Vans Masters Communication with the Skater-Shoe Market For most people, surfing and skateboarding come to mind immediately when they think of southern California culture. For 40 years, Vans has embodied the California lifestyle and remains one of the preeminent skater-shoe companies. Founded in Los Angeles in 1966 by Paul Van Doren, his brother Steve, and Belgian investor Serge D'Elia, Vans quickly became a staple in southern California. Starting with a few versions of the traditional lace-up deck shoe sold out of a factory, the style of shoe became popular almost immediately. Vans rapidly increased its level of popularity by customizing shoes in all different fabrics and designs. The Van Dorens secured their local customized shoe business by selling plaid shoes to Catholic schools and sneakers with school colors to high school athletes. But when the checkered slip-on was donned by Sean Penn and his surfer buddies in the fi lm Fast Times at Ridgemont High, skaters all over the country were demanding their own pairs of Vans. The shoes went from local wear to an iconic symbol in just a few years. Contrary to many corporate success stories, the Vans company never spent much money on marketing. Paul Van Doren knew that he offered a superior product, and he relied on word of mouth to popularize the high-quality, extremely durable shoes. The most marketing Van Doren did at first was to have his children canvas their neighborhood with flyers. At all early Vans stores, signs encouraged customers to "tell a friend about Vans." For years, Van Doren focused mostly on the manufacturing aspect of the company so that even with a minimal amount of advertising, popularity grew because Vans were, quite simply, quality shoes. It wasn't until the late 1980s and early 1990s, when manufacturing was taken overseas, that Vans turned its attention to marketing. One of Vans' earliest forays into promotion came about by chance. As skateboarders began to discover Vans shoes, the company responded by creating styles more amenable to skating. With their skater following growing, Vans paid a few top skaters a few hundred dollars apiece to wear its shoes at skating events. In 1989, Vans produced its first signature skateboarding shoe, the Steve Caballero shoe. Since then, Vans has partnered with numerous athletes, such as Geoff Rowley, who has the best-selling signature Vans shoe to date, and Johnny Layton. As skateboarding culture has continued to flourish over the decades, Vans' connection to the scene has remained strong. Vans' marketing and promotional team focuses on spreading interest in Vans by doing its best to remain plugged into the youth culture and fueling teenage interest in Vans products. To this end, the company advertises through print, online, TV, and sporting and music events. Currently, the key to Vans' marketing strategy is developing advertising partnerships with athletes, artists, and media outlets. People immersed in this culture want to own Vans products. Vans is not just a shoe; it is a lifestyle. Young extreme-sports athletes, like skaters and surfers, remain Vans' most important customer base. In 1995, Vans hosted its first Triple Crown event. The Triple Crown spotlights skateboarding, surfing, snowboarding, BMX, FMX, and wakeboarding. Tony Hawk won the skateboarding competition that first year and has since become a household name. Also in 1995, Vans launched its first annual Warped Tour, blending skating with music through concerts and competitions. This use of integrated marketing allows Vans to build brand recognition, cement its integral place in the skating lifestyle, and connect with customers via giveaways and promotions, such as designing custom shoes. In addition to events, Vans connects with its audience through magazine advertisements, television, and the Internet, especially to attract young female consumers, who represent a growing part of the Vans customer base. In the past, the company has partnered with magazines like Teen Vogue and CosmoGirl to reach the female demographic. Vans also collaborates with musicians, artists, and designers to increase brand awareness through sponsorships, music tours, and videos. More recently, Vans has embarked upon digital marketing initiatives. For instance, Vans promotes itself through mobile apps that its fans can download in order to access Vans-related news. The company has also created a customizer on its website that allows customers to design their own pair of Vans shoes and have them delivered. Although it is more than 40 years old, Vans still connects with youth culture as well as ever-and shows no signs of slowing down. Evaluate Vans' early word-of-mouth marketing strategy.
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Vans, early word of mouth strategy is based up on the approach of verbal communication between seller and buyer where seller explains all the specifications of the product verbally to buyer. And seller encourages buyer to tell his friend about this product. This is not a paid marketing program, only word of mouth is used to market the product. Questions of buyer are addressed by explaining him all the aspects of the product through verbal communication.

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What is the major task of promotion? Do firms ever use promotion to accomplish this task and fail? If so, give several examples.
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Promotion refers to communication done for maintaining and creating relationships by persuading and informing a single audience or multiple audiences. The major tasks of promotions are as follows:
1) Collecting information about the marketing environment and customers.
2) Creating a cohesive marketing communication plan.
3) Providing a better product to customers.
4) Taking feedback from customers and implementing any required changes.
No , firms will not fail in carrying out promotions if they maintain good communication with people and distribute information efficiently.

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A vital component of a successful marketing strategy is the company's plan for communication to its stakeholders. One segment of the communication plan is included in the marketing mix as the promotional element. A clear understanding of the role that promotion plays, as well as the various methods of promotion, is important in developing the promotional plan. The following questions should assist you in relating the information in this chapter to several decisions in your marketing plan. What are your objectives for promotion? Use Table 17.2 as a guide in answering this question. img The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.
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Southwest Airlines Promotes Its Culture Although Southwest Airlines started small, today, it is one of the largest airlines in the country, flying to 72 cities on more than 3,300 flights a day. The Texas-based company prides itself on its sense of humour and down-home attitude, which has been developed and advanced over the years through advertising, promotions, and public relations programs. Its national advertising campaigns ("You are now free to move about the country" and "We Love Your Bags") are success stories. This is the airline that once paid an Elvis impersonator to serenade customers at the Manchester, New Hampshire, airport to celebrate its addition of flights to Las Vegas; the airline that painted three of its aircraft with Shamu the whale in its partnership with SeaWorld. Southwest's vision is to be a low-budget airline that enables its customers to have fun flying. The corporate culture owes a lot to the outgoing personality of the airline's co-founder, Herb Kelleher. But humor also serves as a way to make cheap travel more palatable. The Southwest Way that employees are encouraged to adopt includes displaying a Warrior Spirit, a Servant's Heart, and a Fun-LUVing attitude. It is typical for Southwest flight crews to joke with the passengers. These tactics build worldwide customer allegiance. The airline also tries to engage its customers in dialogue with its Nuts About Southwest blog and its social media presence on sites, such as Facebook, LinkedIn, and Twitter. Southwest's "Ding" promotion is a terrific example of its use of integrated marketing communication. Customers can download software from the airline's website, and when Southwest offers a low fare, it notifies them with a "ding" sound-the same "ding" you hear when airline captains turn off the seatbelt sign; the same "ding" that precedes Southwest's well-known tagline, "You are now free to move about the country." Southwest also caters to pet-LUVing customers through its P.A.W.S. program, which allows passengers with small pets to take their pets into the airline cabin (in a carrier) for $75 each way. One of Southwest's major campaigns is its bags-fly-free policy. Southwest Airlines allows passengers to check two bags free per customer, while most other airlines charge about $25 for checked bags (the prices go up as the number of bags increases). Baggage fees have generated much-needed revenue for many of the airlines, but Southwest recognized that it could instead profit from consumer discontent over the bag fees. In response, the company released the "Grab Your Bag. It's On!" campaign to position itself as an airline that treats its customers like people. The company released several commercials criticizing competing airlines, asking, "Why do they hate your bags?" Today, Southwest continues to heavily promote its bags-fl y-free policy. Its website compares Southwest's bag charges ($0 for fi rst two checked bags) with other airlines (up to $120) as "ridiculous" versus "ridiculously awesome." Jet- Blue has joined Southwest in offering two free checked bags. More recent marketing campaigns are also stressing the positive impact that Southwest has on the communities in which it does business. Southwest stresses that its employees not only care about customer service but about serving their communities. One way in which company employees engage in community service is by the "Adopt a Pilot" program. Southwest pilots are "adopted" by classrooms across the country for four-week periods. During this time, the pilots volunteer in the classrooms and mentor the student. When traveling, the pilots will send e-mails and postcards to their students from different places. From an integrated marketing perspective, this program not only enhances Southwest's reputation as a socially responsible company, but it also spreads brand awareness among students and their parents. Southwest spends a significant amount of money on national advertising and media, approximately $249 million in 2011. Much of this advertising discusses the benefits of Southwest as well as its caring and loving culture. However, unlike several other airlines, Southwest does not sell ad space on the exterior of its planes. Southwest maintains that it tries to keep its advertising messages related to Southwest airlines, travel-related products, and companies with which it maintains partnerships (such as SeaWorld). These limits can increase the goodwill it has with consumers who feel bombarded with marketing messages. Through effective integrated marketing, Southwest has been able to launch successful campaigns, gain market share, and thrive even during the most recent recession. Describe the various promotion elements that Southwest Airlines uses in its integrated marketing communications.
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Suppose marketers at Falcon International Corporation have come to you for recommendations on how to promote their products. They want to develop a comprehensive promotional campaign and have a generous budget with which to implement their plans. What questions would you ask them, and what would you suggest they consider before developing a promotional program?
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Vans Masters Communication with the Skater-Shoe Market For most people, surfing and skateboarding come to mind immediately when they think of southern California culture. For 40 years, Vans has embodied the California lifestyle and remains one of the preeminent skater-shoe companies. Founded in Los Angeles in 1966 by Paul Van Doren, his brother Steve, and Belgian investor Serge D'Elia, Vans quickly became a staple in southern California. Starting with a few versions of the traditional lace-up deck shoe sold out of a factory, the style of shoe became popular almost immediately. Vans rapidly increased its level of popularity by customizing shoes in all different fabrics and designs. The Van Dorens secured their local customized shoe business by selling plaid shoes to Catholic schools and sneakers with school colors to high school athletes. But when the checkered slip-on was donned by Sean Penn and his surfer buddies in the fi lm Fast Times at Ridgemont High, skaters all over the country were demanding their own pairs of Vans. The shoes went from local wear to an iconic symbol in just a few years. Contrary to many corporate success stories, the Vans company never spent much money on marketing. Paul Van Doren knew that he offered a superior product, and he relied on word of mouth to popularize the high-quality, extremely durable shoes. The most marketing Van Doren did at first was to have his children canvas their neighborhood with flyers. At all early Vans stores, signs encouraged customers to "tell a friend about Vans." For years, Van Doren focused mostly on the manufacturing aspect of the company so that even with a minimal amount of advertising, popularity grew because Vans were, quite simply, quality shoes. It wasn't until the late 1980s and early 1990s, when manufacturing was taken overseas, that Vans turned its attention to marketing. One of Vans' earliest forays into promotion came about by chance. As skateboarders began to discover Vans shoes, the company responded by creating styles more amenable to skating. With their skater following growing, Vans paid a few top skaters a few hundred dollars apiece to wear its shoes at skating events. In 1989, Vans produced its first signature skateboarding shoe, the Steve Caballero shoe. Since then, Vans has partnered with numerous athletes, such as Geoff Rowley, who has the best-selling signature Vans shoe to date, and Johnny Layton. As skateboarding culture has continued to flourish over the decades, Vans' connection to the scene has remained strong. Vans' marketing and promotional team focuses on spreading interest in Vans by doing its best to remain plugged into the youth culture and fueling teenage interest in Vans products. To this end, the company advertises through print, online, TV, and sporting and music events. Currently, the key to Vans' marketing strategy is developing advertising partnerships with athletes, artists, and media outlets. People immersed in this culture want to own Vans products. Vans is not just a shoe; it is a lifestyle. Young extreme-sports athletes, like skaters and surfers, remain Vans' most important customer base. In 1995, Vans hosted its first Triple Crown event. The Triple Crown spotlights skateboarding, surfing, snowboarding, BMX, FMX, and wakeboarding. Tony Hawk won the skateboarding competition that first year and has since become a household name. Also in 1995, Vans launched its first annual Warped Tour, blending skating with music through concerts and competitions. This use of integrated marketing allows Vans to build brand recognition, cement its integral place in the skating lifestyle, and connect with customers via giveaways and promotions, such as designing custom shoes. In addition to events, Vans connects with its audience through magazine advertisements, television, and the Internet, especially to attract young female consumers, who represent a growing part of the Vans customer base. In the past, the company has partnered with magazines like Teen Vogue and CosmoGirl to reach the female demographic. Vans also collaborates with musicians, artists, and designers to increase brand awareness through sponsorships, music tours, and videos. More recently, Vans has embarked upon digital marketing initiatives. For instance, Vans promotes itself through mobile apps that its fans can download in order to access Vans-related news. The company has also created a customizer on its website that allows customers to design their own pair of Vans shoes and have them delivered. Although it is more than 40 years old, Vans still connects with youth culture as well as ever-and shows no signs of slowing down. How does Vans continue to capture its target market through integrated marketing?
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Myspace Myspace is not just for friends. It is also a unique promotional platform for musical artists, especially unsigned and independent artists. By creating a Myspace page, musicians can share their songs, post important dates, or even blog. Myspace music pages are different from record company websites because they feel more personal. Artists also take advantage of Myspace's viral nature by allowing other Myspace members to post their pictures, songs, and music videos on their own Myspace profi le pages. Visit the website at http:// music.myspace.com , and look for your favorite artist or discover a new one. Who is the target market for members?
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What does the term integrated marketing communications mean?
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The overall objective of promotion is to stimulate demand for a product. Through television advertising, the American Dairy Association promotes the benefits of drinking milk, a campaign that aims to stimulate primary demand. Advertisements for a specific brand of milk focus on stimulating selective demand. Identify two television commercials, one aimed at stimulating primary demand and one aimed at stimulating selective demand. Describe each commercial and discuss how each attempts to achieve its objective.
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Southwest Airlines Promotes Its Culture Although Southwest Airlines started small, today, it is one of the largest airlines in the country, flying to 72 cities on more than 3,300 flights a day. The Texas-based company prides itself on its sense of humour and down-home attitude, which has been developed and advanced over the years through advertising, promotions, and public relations programs. Its national advertising campaigns ("You are now free to move about the country" and "We Love Your Bags") are success stories. This is the airline that once paid an Elvis impersonator to serenade customers at the Manchester, New Hampshire, airport to celebrate its addition of flights to Las Vegas; the airline that painted three of its aircraft with Shamu the whale in its partnership with SeaWorld. Southwest's vision is to be a low-budget airline that enables its customers to have fun flying. The corporate culture owes a lot to the outgoing personality of the airline's co-founder, Herb Kelleher. But humor also serves as a way to make cheap travel more palatable. The Southwest Way that employees are encouraged to adopt includes displaying a Warrior Spirit, a Servant's Heart, and a Fun-LUVing attitude. It is typical for Southwest flight crews to joke with the passengers. These tactics build worldwide customer allegiance. The airline also tries to engage its customers in dialogue with its Nuts About Southwest blog and its social media presence on sites, such as Facebook, LinkedIn, and Twitter. Southwest's "Ding" promotion is a terrific example of its use of integrated marketing communication. Customers can download software from the airline's website, and when Southwest offers a low fare, it notifies them with a "ding" sound-the same "ding" you hear when airline captains turn off the seatbelt sign; the same "ding" that precedes Southwest's well-known tagline, "You are now free to move about the country." Southwest also caters to pet-LUVing customers through its P.A.W.S. program, which allows passengers with small pets to take their pets into the airline cabin (in a carrier) for $75 each way. One of Southwest's major campaigns is its bags-fly-free policy. Southwest Airlines allows passengers to check two bags free per customer, while most other airlines charge about $25 for checked bags (the prices go up as the number of bags increases). Baggage fees have generated much-needed revenue for many of the airlines, but Southwest recognized that it could instead profit from consumer discontent over the bag fees. In response, the company released the "Grab Your Bag. It's On!" campaign to position itself as an airline that treats its customers like people. The company released several commercials criticizing competing airlines, asking, "Why do they hate your bags?" Today, Southwest continues to heavily promote its bags-fl y-free policy. Its website compares Southwest's bag charges ($0 for fi rst two checked bags) with other airlines (up to $120) as "ridiculous" versus "ridiculously awesome." Jet- Blue has joined Southwest in offering two free checked bags. More recent marketing campaigns are also stressing the positive impact that Southwest has on the communities in which it does business. Southwest stresses that its employees not only care about customer service but about serving their communities. One way in which company employees engage in community service is by the "Adopt a Pilot" program. Southwest pilots are "adopted" by classrooms across the country for four-week periods. During this time, the pilots volunteer in the classrooms and mentor the student. When traveling, the pilots will send e-mails and postcards to their students from different places. From an integrated marketing perspective, this program not only enhances Southwest's reputation as a socially responsible company, but it also spreads brand awareness among students and their parents. Southwest spends a significant amount of money on national advertising and media, approximately $249 million in 2011. Much of this advertising discusses the benefits of Southwest as well as its caring and loving culture. However, unlike several other airlines, Southwest does not sell ad space on the exterior of its planes. Southwest maintains that it tries to keep its advertising messages related to Southwest airlines, travel-related products, and companies with which it maintains partnerships (such as SeaWorld). These limits can increase the goodwill it has with consumers who feel bombarded with marketing messages. Through effective integrated marketing, Southwest has been able to launch successful campaigns, gain market share, and thrive even during the most recent recession. How does the engaging and entertaining performance of Southwest flight crews contribute to promotion activities?
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Define communication and describe the communication process. Is it possible to communicate without using all the elements in the communication process? If so, which elements can be omitted?
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Marketers must consider whether to use a push or a pull policy when deciding on a promotion mix (see Figure 17. 4). Identify a product for which marketers should use each policy and a third product that might best be promoted using a mix of the two policies. Explain your answers. img
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A vital component of a successful marketing strategy is the company's plan for communication to its stakeholders. One segment of the communication plan is included in the marketing mix as the promotional element. A clear understanding of the role that promotion plays, as well as the various methods of promotion, is important in developing the promotional plan. The following questions should assist you in relating the information in this chapter to several decisions in your marketing plan. Review the communication process in Figure 17.1. Identify the various players in the communication process for promotion of your product. img The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.
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Myspace Myspace is not just for friends. It is also a unique promotional platform for musical artists, especially unsigned and independent artists. By creating a Myspace page, musicians can share their songs, post important dates, or even blog. Myspace music pages are different from record company websites because they feel more personal. Artists also take advantage of Myspace's viral nature by allowing other Myspace members to post their pictures, songs, and music videos on their own Myspace profi le pages. Visit the website at http:// music.myspace.com , and look for your favorite artist or discover a new one. What are the promotional objectives of this website?
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Myspace Myspace is not just for friends. It is also a unique promotional platform for musical artists, especially unsigned and independent artists. By creating a Myspace page, musicians can share their songs, post important dates, or even blog. Myspace music pages are different from record company websites because they feel more personal. Artists also take advantage of Myspace's viral nature by allowing other Myspace members to post their pictures, songs, and music videos on their own Myspace profi le pages. Visit the website at http:// music.myspace.com , and look for your favorite artist or discover a new one. What is being promoted to these individuals?
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Developing a promotion mix is contingent on many factors, including the type of product and the product's attributes. Which of the four promotional methods-advertising, personal selling, public relations, or sales promotion- would you emphasize if you were developing the promotion mix for the following products? Explain your answers. a. Washing machine b. Cereal c. Halloween candy d. Compact disc
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Vans Masters Communication with the Skater-Shoe Market For most people, surfing and skateboarding come to mind immediately when they think of southern California culture. For 40 years, Vans has embodied the California lifestyle and remains one of the preeminent skater-shoe companies. Founded in Los Angeles in 1966 by Paul Van Doren, his brother Steve, and Belgian investor Serge D'Elia, Vans quickly became a staple in southern California. Starting with a few versions of the traditional lace-up deck shoe sold out of a factory, the style of shoe became popular almost immediately. Vans rapidly increased its level of popularity by customizing shoes in all different fabrics and designs. The Van Dorens secured their local customized shoe business by selling plaid shoes to Catholic schools and sneakers with school colors to high school athletes. But when the checkered slip-on was donned by Sean Penn and his surfer buddies in the fi lm Fast Times at Ridgemont High, skaters all over the country were demanding their own pairs of Vans. The shoes went from local wear to an iconic symbol in just a few years. Contrary to many corporate success stories, the Vans company never spent much money on marketing. Paul Van Doren knew that he offered a superior product, and he relied on word of mouth to popularize the high-quality, extremely durable shoes. The most marketing Van Doren did at first was to have his children canvas their neighborhood with flyers. At all early Vans stores, signs encouraged customers to "tell a friend about Vans." For years, Van Doren focused mostly on the manufacturing aspect of the company so that even with a minimal amount of advertising, popularity grew because Vans were, quite simply, quality shoes. It wasn't until the late 1980s and early 1990s, when manufacturing was taken overseas, that Vans turned its attention to marketing. One of Vans' earliest forays into promotion came about by chance. As skateboarders began to discover Vans shoes, the company responded by creating styles more amenable to skating. With their skater following growing, Vans paid a few top skaters a few hundred dollars apiece to wear its shoes at skating events. In 1989, Vans produced its first signature skateboarding shoe, the Steve Caballero shoe. Since then, Vans has partnered with numerous athletes, such as Geoff Rowley, who has the best-selling signature Vans shoe to date, and Johnny Layton. As skateboarding culture has continued to flourish over the decades, Vans' connection to the scene has remained strong. Vans' marketing and promotional team focuses on spreading interest in Vans by doing its best to remain plugged into the youth culture and fueling teenage interest in Vans products. To this end, the company advertises through print, online, TV, and sporting and music events. Currently, the key to Vans' marketing strategy is developing advertising partnerships with athletes, artists, and media outlets. People immersed in this culture want to own Vans products. Vans is not just a shoe; it is a lifestyle. Young extreme-sports athletes, like skaters and surfers, remain Vans' most important customer base. In 1995, Vans hosted its first Triple Crown event. The Triple Crown spotlights skateboarding, surfing, snowboarding, BMX, FMX, and wakeboarding. Tony Hawk won the skateboarding competition that first year and has since become a household name. Also in 1995, Vans launched its first annual Warped Tour, blending skating with music through concerts and competitions. This use of integrated marketing allows Vans to build brand recognition, cement its integral place in the skating lifestyle, and connect with customers via giveaways and promotions, such as designing custom shoes. In addition to events, Vans connects with its audience through magazine advertisements, television, and the Internet, especially to attract young female consumers, who represent a growing part of the Vans customer base. In the past, the company has partnered with magazines like Teen Vogue and CosmoGirl to reach the female demographic. Vans also collaborates with musicians, artists, and designers to increase brand awareness through sponsorships, music tours, and videos. More recently, Vans has embarked upon digital marketing initiatives. For instance, Vans promotes itself through mobile apps that its fans can download in order to access Vans-related news. The company has also created a customizer on its website that allows customers to design their own pair of Vans shoes and have them delivered. Although it is more than 40 years old, Vans still connects with youth culture as well as ever-and shows no signs of slowing down. Why were the early Vans marketing activities related to skateboard shoes so successful?
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Southwest Airlines Promotes Its Culture Although Southwest Airlines started small, today, it is one of the largest airlines in the country, flying to 72 cities on more than 3,300 flights a day. The Texas-based company prides itself on its sense of humour and down-home attitude, which has been developed and advanced over the years through advertising, promotions, and public relations programs. Its national advertising campaigns ("You are now free to move about the country" and "We Love Your Bags") are success stories. This is the airline that once paid an Elvis impersonator to serenade customers at the Manchester, New Hampshire, airport to celebrate its addition of flights to Las Vegas; the airline that painted three of its aircraft with Shamu the whale in its partnership with SeaWorld. Southwest's vision is to be a low-budget airline that enables its customers to have fun flying. The corporate culture owes a lot to the outgoing personality of the airline's co-founder, Herb Kelleher. But humor also serves as a way to make cheap travel more palatable. The Southwest Way that employees are encouraged to adopt includes displaying a Warrior Spirit, a Servant's Heart, and a Fun-LUVing attitude. It is typical for Southwest flight crews to joke with the passengers. These tactics build worldwide customer allegiance. The airline also tries to engage its customers in dialogue with its Nuts About Southwest blog and its social media presence on sites, such as Facebook, LinkedIn, and Twitter. Southwest's "Ding" promotion is a terrific example of its use of integrated marketing communication. Customers can download software from the airline's website, and when Southwest offers a low fare, it notifies them with a "ding" sound-the same "ding" you hear when airline captains turn off the seatbelt sign; the same "ding" that precedes Southwest's well-known tagline, "You are now free to move about the country." Southwest also caters to pet-LUVing customers through its P.A.W.S. program, which allows passengers with small pets to take their pets into the airline cabin (in a carrier) for $75 each way. One of Southwest's major campaigns is its bags-fly-free policy. Southwest Airlines allows passengers to check two bags free per customer, while most other airlines charge about $25 for checked bags (the prices go up as the number of bags increases). Baggage fees have generated much-needed revenue for many of the airlines, but Southwest recognized that it could instead profit from consumer discontent over the bag fees. In response, the company released the "Grab Your Bag. It's On!" campaign to position itself as an airline that treats its customers like people. The company released several commercials criticizing competing airlines, asking, "Why do they hate your bags?" Today, Southwest continues to heavily promote its bags-fl y-free policy. Its website compares Southwest's bag charges ($0 for fi rst two checked bags) with other airlines (up to $120) as "ridiculous" versus "ridiculously awesome." Jet- Blue has joined Southwest in offering two free checked bags. More recent marketing campaigns are also stressing the positive impact that Southwest has on the communities in which it does business. Southwest stresses that its employees not only care about customer service but about serving their communities. One way in which company employees engage in community service is by the "Adopt a Pilot" program. Southwest pilots are "adopted" by classrooms across the country for four-week periods. During this time, the pilots volunteer in the classrooms and mentor the student. When traveling, the pilots will send e-mails and postcards to their students from different places. From an integrated marketing perspective, this program not only enhances Southwest's reputation as a socially responsible company, but it also spreads brand awareness among students and their parents. Southwest spends a significant amount of money on national advertising and media, approximately $249 million in 2011. Much of this advertising discusses the benefits of Southwest as well as its caring and loving culture. However, unlike several other airlines, Southwest does not sell ad space on the exterior of its planes. Southwest maintains that it tries to keep its advertising messages related to Southwest airlines, travel-related products, and companies with which it maintains partnerships (such as SeaWorld). These limits can increase the goodwill it has with consumers who feel bombarded with marketing messages. Through effective integrated marketing, Southwest has been able to launch successful campaigns, gain market share, and thrive even during the most recent recession. How has Southwest Airlines positioned its advertising by focusing on simple concepts like "Grab Your Bag. It's On!"?
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Identify several causes of noise. How can a source reduce noise?
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