Exam 12: Communicating Customer Value: Advertising and Public Relations

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please, don't." This ad uses the ________ execution style. slice of life lifestyle fantasy scientific evidence personality symbol

Free

(Short Answer)

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Question 1

Correct Answer:

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lifestyle

Marketers can choose from two basic promotion mix strategies-push promotion or pull promotion.Compare these two strategies.

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(Essay)

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Question 2

Correct Answer:

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Using the pull strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product; if the pull strategy is effective, consumers will then demand the product from channel members who will in turn demand it from producers. Using a push strategy, the producer focuses instead on the channel members, persuading them to carry the product and promote it to final consumers.

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. the affordable method of setting a promotion budget the competitive-parity method of setting a promotion budget using humor to capture audience attention and interest implementing branded entertainment media planning

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Question 3

Correct Answer:

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media planning

Pulsing means scheduling ads evenly over a given period of time.

(True/False)

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Question 4

How are advertising and direct marketing different?

(Essay)

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Question 5

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period. continuity pulsing hard hitting sequencing segmenting

(Short Answer)

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Question 6

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

(Essay)

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Question 7

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands. informative advertising reminder advertising attack advertising POP promotion advertising institutional advertising

(Short Answer)

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Question 8

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

(True/False)

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Question 9

Marketing management must make four important decisions when developing an advertising program.Name and describe these four decisions.

(Essay)

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Question 10

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

(True/False)

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Question 11

Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising. percentage-of-sales affordable competitive-parity objective-and-task moving-average

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Question 12

Identify four of the major media types and identify some of the strengths and weaknesses of each type.

(Essay)

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Question 13

When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used? mood or image fantasy personality symbol technical expertise musical

(Short Answer)

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Question 14

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used? musical testimonial evidence scientific evidence lifestyle fantasy

(Short Answer)

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Question 15

An e-mail from Amazon.ca offers free shipping on your next purchase of more than $35.This is an example of ________. sales promotion personal selling public relations an advertising objective a push strategy

(Short Answer)

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Question 16

Which of the following is an example of a media that an advertiser might use to reach larger customer segments? cable television channels e-mail blogs network television online social networks

(Short Answer)

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Question 17

________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. Execution styles Message strategy statements Creative concept strategies Advertising appeals Branded entertainment plans

(Short Answer)

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Question 18

Today, which of the following is often a more important element of developing an advertising strategy than the creative elements of the campaign? selecting the right advertising media using sophisticated statistical models setting advertising objectives evaluating advertising campaigns setting the advertising budget

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Question 19

In large companies, advertising is typically handled by an individual in the sales department.

(True/False)

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Question 20

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Marketers can choose from two basic promotion mix strategies-push promotion or pull promotion.Compare these two strategies.

Pulsing means scheduling ads evenly over a given period of time.

How are advertising and direct marketing different?

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period. continuity pulsing hard hitting sequencing segmenting

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands. informative advertising reminder advertising attack advertising POP promotion advertising institutional advertising

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

Marketing management must make four important decisions when developing an advertising program.Name and describe these four decisions.

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

Identify four of the major media types and identify some of the strengths and weaknesses of each type.

When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used? mood or image fantasy personality symbol technical expertise musical

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used? musical testimonial evidence scientific evidence lifestyle fantasy

An e-mail from Amazon.ca offers free shipping on your next purchase of more than $35.This is an example of ________. sales promotion personal selling public relations an advertising objective a push strategy

Which of the following is an example of a media that an advertiser might use to reach larger customer segments? cable television channels e-mail blogs network television online social networks

________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. Execution styles Message strategy statements Creative concept strategies Advertising appeals Branded entertainment plans

In large companies, advertising is typically handled by an individual in the sales department.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing: Social Responsibility and Ethics

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Segmentation, Targeting, and Positioning

Developing and Managing Products and Services

Brand Strategy and Management

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Personal Selling and Sales Promotion

Direct and Online Marketing

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