18 Questions
What was the key objective of Air New Zealand's 'The great Air New Zealand take off' retail promotion?
To capitalize on the launch of Jetstar's domestic service in New Zealand
Which of the following best describes the innovative approach taken by Air New Zealand in producing its in-flight safety video?
It was the first in-flight safety video to be hosted by naked, body-painted crew members.
What was the primary impact of Air New Zealand's 'The bare essentials of safety' video on customer engagement?
It generated significant social media conversation and viral sharing among viewers.
How did the 'Bloopers of the safety video' content contribute to Air New Zealand's integrated marketing communication strategy?
It provided additional entertainment value and extended the reach of the original safety video.
Which of the following Integrated Marketing Communication (IMC) tools did Air New Zealand's 'Nothing to Hide' campaign primarily utilize?
Advertising and digital/social media marketing
How did Air New Zealand's 'Nothing to Hide' campaign enhance the customer experience, according to the case study?
By providing a more engaging and memorable in-flight safety briefing for passengers.
What prompted Air New Zealand to re-evaluate its communication strategy in 2009?
The global financial crisis and the entry of Jetstar into the market
What was a key point of difference between Air New Zealand and its competitor, Jetstar?
Air New Zealand offered all-inclusive pricing while Jetstar had hidden extras
In response to the competitor's strategies, what did Air New Zealand emphasize about its pricing?
All-inclusive pricing without hidden extras
Which marketing strategy did Air New Zealand use, involving people wearing temporary tattoos promoting the airline?
'Cranial billboards' strategy
What was the purpose of the 'cranial billboards' strategy implemented by Air New Zealand?
To create buzz and generate word-of-mouth marketing
What characterized the market dynamics that led to a need for innovative communication strategies by Air New Zealand?
Increased competition and a shift in consumer behavior
Which pricing strategy is most suitable for a new product with few competitors?
Price skimming
What is the primary purpose of conducting a competitor analysis?
Gaining a competitive advantage
Which factor is least likely to influence market dynamics?
Employee turnover rate
Which communication strategy is most effective for building brand awareness?
Social media marketing
What is a key characteristic of an innovative marketing campaign?
Challenges customer expectations
Which strategy is most effective for responding to a new competitor entering the market?
Differentiating products or services
This quiz tests your knowledge of online communication options with a specific focus on Amazon and iTunes. You will be asked to identify the best description for these platforms among various options provided.
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