Harold Zarate Diaz
AMM101.0050
Hw #33-34
5/12/08
Professor B. Smith
1. Read Inside Business article on Pizza Hut p.514. Summarize 1 main idea that
interests you about Pizza Hut’s promotional activities.
The main idea that interest me about Pizza Hut’s promotional activities is that
competition is so intense that despite higher cost for cheese and other ingredients,
Pizza Hut and its rivals frequently offer money saving coupons, in fact visitors to
Pizza Hut website can click to print coupons for select products and also when they
are enrolled to VIP members are eligible for a free large pizza.
2. Do review questions 1, 2, 3, 5, 6, and 15 pg. 538.
1. What is integrated marketing communications, and why it becoming
increasingly accepted?
Integrated marketing communication is the coordination of promotion
efforts to ensure maximal informational and persuasive impact on customers.
They become increasingly accepted for several reasons. Mass media
Advertising, a very popular promotional method in the past, it used less today
because of its high cost and less predictable audience sizes. Markets now can
take advantages of more precisely targeted promotional tools, for example cable
TV, direct mail, DVDs, the internet, the special interest magazines, and pod
casts. Data bases are also allowing marketers to be more precise in targeting
individual customers.
2. Identify and describe the major ingredients of a promotion mix.
The major ingredients of a promotion mix are:
Personal Selling- Is personal communication aimed at informing
customers and persuading then to buy a firm’s products.
Sales Promotion- Is the use of activities or material as direct inducements
to customers or salespersons, also it adds extra value to the product or
increases the customer’s incentive to buy the product.
Public relations- is a broad ser of communication activities used to create
and maintain favorable relationships between an organization and various
public groups and both have internal and external.
3. What is the major role of promotion?
The major role of promotion with which we are most familiar advertising
is intended to inform, persuade or remind us to buy particular products, but
there is more to promotion than advertising, and it is used for other purposes as
well. Charities use promotion to inform us of their need for donations, to
persuade us to give and to remind us to do so in case we have forgotten.
6. Which type of firms use radio, television, and the internet?
Television: the opportunity to reach extremely large television audiences
has been reduced by the increased availability and popularity of cable channels and home
videos. Both national and local firms may buy local time on a single station that covers a
particular geographic area.
Radio: Radio advertising can less expensive that in other media. Actual
rates depend on geographic coverage, the number of commercials contracted for, the time
period specified, and whether the station broadcasts on AM, FM, or both.
Internet: Many internet advertisers choose to purchase keywords on
popular search engines such as Google, Yahoo!, and MSM.
15. Why is promotion particularly effective in positing a product? In stabilizing or
increasing sales?
Promotion is particularly effective in positing a product because with which we
are most familiar advertising is intended to inform, persuade, or remind us to buy
particular products and stabilizing sales.
Discussion question:
3. Which kinds of advertising in which media influence you the most? Why?
The king of advertising that media influence the most I will say the Internet,
because everything is in there, you can do you homework , read what is going on
around the world, chat with your friends or family, ect. For me is very useful to do
everything that I want.