Exam 12: Communicating Customer Value: Advertising and Public Relations

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. sales promotion direct marketing advertising personal selling public relations

Large companies still routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.

Which promotional mix strategy directs marketing efforts toward market channel members? push blitz pull buzz pulse

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.This is an example of the ________ function of public relations. press relations product publicity public affairs lobbying development

The media planner looks both at the total cost of using a medium and at the ________. cost per thousand persons reached cost of premium offers cost of the magazine it is using opportunity cost continuity cost

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________. message strategy press relations press agencies public relations a mass market strategy

How can a company's website be used as a public relations tool?

Why is personal selling the most effective tool for building up a buyer's preferences and actions?

Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

VOD (video on demand) and DVRs (digital video recorders) present which of the following problems for marketers? Consumers are watching less television. Consumers have difficulty attending to specific advertising messages due to advertising clutter. Audiences are less interested in media consumption. Consumers have more choices about what to watch or not watch. Television advertising is becoming more expensive.

Advertising programs ________ from country to country. usually are adapted remain about the same are rarely negotiated are impossible to compare are usually comparable

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact.Which of the following are included in the entire marketing mix? product, competitor competitor, price price, intermediaries intermediaries, place promotion, price

When Maxwell House shows one of its buyers carefully selecting coffee beans, which type of execution style is being used? mood or image fantasy personality symbol musical technical expertise

Name and describe the four major steps in media selection.

Developments in communications technology are speeding the movement toward segmented marketing.

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________. informative advertising reminder advertising comparative advertising secondary advertising buzz marketing

A company's marketing communications mix-also called its promotion mix-blends five different tools.Name and define these tools.

Why can public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising can?

Give an example of how a company might run an experiment to measure the sales and profit effects of its advertising.

News features, speeches, and special events are tools of particular value to ________. advertising agencies advertising specialists public relations professionals media buyers media planners