Exam 12: Communicating Customer Value: Advertising and Public Relations

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________. communications channels that should be integrated under the concept of integrated marketing communications communications channels focused more on narrowcasting than broadcasting promotional tools used for push strategies but not pull strategies promotional tools used for pull strategies but not push strategies promotional tools adapted for use in mass marketing

Slice of life, lifestyle, and personality symbol are all execution styles used in public relations.

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time. objectives budgets strategies campaigns evaluations

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information. public relations direct marketing the Internet and other technologies mass market media informative advertising

Integrated marketing communications require a company's mass-market advertisements, website, e-mail, and personal selling communications to all have ________. equal portions of the advertising budget independent communications directors separate marketing objectives the same target audience the same message, look, and feel

When does a marketer use reminder ads?

Identify and describe the three characteristics advertising appeals should have.

International advertisers must determine the degree to which their global advertising should be adapted to fit the unique characteristics of various markets.

Which of the following best explains why companies often fail to integrate their various communications to consumers? Historically, consumers have been able to distinguish between message sources. Public relations is usually given priority over advertising. Communications often come from different parts of the company. Personal selling and sales promotion are in direct conflict. Companies have failed to understand the concept of brand contact.

Which of the following is the best reason explaining why marketers are maintaining confidence in television advertising? Ad clutter is increasing. TV and other mass media still capture the lion's share of promotional budgets. Many viewers are using DVRs. Many consumers are using different media to watch programs. TV audience size is on the decline.

Why do some marketers predict a marketing "chaos scenario"?

You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________. reach frequency impact engagement qualitative value

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. consumer trends competitors' weaknesses competitors' strengths customer benefits consumer emotions

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." Would a personality symbol affect Second Avenue's image How?

In its advertisements, Timex promotes its affordable and sturdy watches.Fossil emphasizes style and fashion in its advertisements, while Rolex stresses luxury and status.These are all examples of ________ appeals. creative meaningful believable entertainment distinctive

Franklin & Marshall College wishes to contact high school seniors at independent schools in British Columbia.Which of the following media would be most effective and efficient? a 30-second commercial on local cable channels throughout the state local newspapers ads throughout the state radio ads throughout the state a direct mail piece sent to the schools billboards throughout the state

You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure.You should choose ________ as your advertising media. newspaper radio outdoor television direct mail

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result. percentage-of-sales affordable competitive-parity objective-and-task regression

Which of the following are important decisions during the process of developing an advertising program? setting advertising objectives, setting the advertising budget setting the advertising budget, selecting a target market selecting a target market, developing advertising strategy selecting a target market, evaluating campaigns evaluating advertising campaigns, starting over