Online Communication Options Quiz

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Questions and Answers

What was the key objective of Air New Zealand's 'The great Air New Zealand take off' retail promotion?

  • To offer discounted airfares and package deals to customers
  • To promote the airline's new in-flight safety video featuring naked, body-painted crew members
  • To capitalize on the launch of Jetstar's domestic service in New Zealand (correct)
  • To generate social media buzz and conversation around the airline's brand

Which of the following best describes the innovative approach taken by Air New Zealand in producing its in-flight safety video?

  • It used a unique format with the crew members appearing fully clothed.
  • It was the first in-flight safety video to be hosted by naked, body-painted crew members. (correct)
  • It incorporated humorous bloopers and behind-the-scenes footage.
  • It featured the airline's regular uniformed crew delivering the safety instructions.

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. (correct)
  • It received negative feedback from passengers due to the unconventional presentation.
  • It failed to capture the attention of passengers during the in-flight safety briefing.
  • It had little impact beyond the in-flight audience and did not spread further.

How did the 'Bloopers of the safety video' content contribute to Air New Zealand's integrated marketing communication strategy?

<p>It provided additional entertainment value and extended the reach of the original safety video. (D)</p> Signup and view all the answers

Which of the following Integrated Marketing Communication (IMC) tools did Air New Zealand's 'Nothing to Hide' campaign primarily utilize?

<p>Advertising and digital/social media marketing (D)</p> Signup and view all the answers

How did Air New Zealand's 'Nothing to Hide' campaign enhance the customer experience, according to the case study?

<p>By providing a more engaging and memorable in-flight safety briefing for passengers. (D)</p> Signup and view all the answers

What prompted Air New Zealand to re-evaluate its communication strategy in 2009?

<p>The global financial crisis and the entry of Jetstar into the market (A)</p> Signup and view all the answers

What was a key point of difference between Air New Zealand and its competitor, Jetstar?

<p>Air New Zealand offered all-inclusive pricing while Jetstar had hidden extras (D)</p> Signup and view all the answers

In response to the competitor's strategies, what did Air New Zealand emphasize about its pricing?

<p>All-inclusive pricing without hidden extras (A)</p> Signup and view all the answers

Which marketing strategy did Air New Zealand use, involving people wearing temporary tattoos promoting the airline?

<p>'Cranial billboards' strategy (A)</p> Signup and view all the answers

What was the purpose of the 'cranial billboards' strategy implemented by Air New Zealand?

<p>To create buzz and generate word-of-mouth marketing (C)</p> Signup and view all the answers

What characterized the market dynamics that led to a need for innovative communication strategies by Air New Zealand?

<p>Increased competition and a shift in consumer behavior (B)</p> Signup and view all the answers

Which pricing strategy is most suitable for a new product with few competitors?

<p>Price skimming (D)</p> Signup and view all the answers

What is the primary purpose of conducting a competitor analysis?

<p>Gaining a competitive advantage (C)</p> Signup and view all the answers

Which factor is least likely to influence market dynamics?

<p>Employee turnover rate (C)</p> Signup and view all the answers

Which communication strategy is most effective for building brand awareness?

<p>Social media marketing (B)</p> Signup and view all the answers

What is a key characteristic of an innovative marketing campaign?

<p>Challenges customer expectations (B)</p> Signup and view all the answers

Which strategy is most effective for responding to a new competitor entering the market?

<p>Differentiating products or services (C)</p> Signup and view all the answers

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