Exam 12: Communicating Customer Value: Advertising and Public Relations

Advertising is the most persuasive communications vehicle and is one of the best ways to reach consumers on a personal level.

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. Reach Qualitative value Impact Premium Frequency

A.Y.McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________. sales promotion personal selling public relations direct marketing advertising

Give a hypothetical example of a slice of life message execution style.

________ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers. Eliminating advertising clutter Message strategy Media opportunity Rewarding consumers Selecting the medium

Mass markets have fragmented; thus, marketers are shifting away from mass marketing.

Product placement in television programs and movies is an example of ________. branded entertainment advertainment lifestyle execution mood execution consumer generated content

A company typically spends comparable budgets on public relations and advertising.

Describe public relations and three of its main functions.

The percentage-of-sales method of setting an advertising budget wrongly treats sales as a cause of promotion rather as a result.

Explain how seasonality affects media timing.

When developing an advertising strategy, a company's creative department should first create good advertisements, and then the media department should select the best media for those advertisements.

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This is an example of what type of execution style? slice of life testimonial evidence fantasy scientific evidence mood or image

A product in the maturity stage will often require ________ advertising. informative comparative persuasive reminder cooperative

________ is the message execution style that depicts one or more typical people using the product in a normal setting. Lifestyle Fantasy Slice of life Personality symbol Testimonial evidence

Scenario Second Avenue, a small retailer of quality second-hand children's clothing, thrives on the sale of a vast inventory of children's clothing placed there on consignment.Its clientele are the result of word-of-mouth communication.The small retailer of quality second-hand children's clothing has never advertised. Small children grow so quickly," Second Avenue's owner commented."Most of the clothes we carry have hardly been worn! We're extremely picky about the condition of the clothing we stock, but we sell most items at a 60 percent discount." ecause of this, many of Second Avenue's consigners are also customers.Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size.According to the owner, "This keeps customers coming back." How could Second Avenue use the slice of life message execution style in an ad?

The copy is the main block of text in an ad.

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using? buzz marketing social networking corporate identity materials product publicity public service materials

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors.First, the planner should evaluate the media vehicle's ________. audience quality audience attention editorial quality market coverage pass-along audience

Ads that are built around dream themes use which type of execution style? mood or image musical fantasy slice of life scientific evidence