Exam 12: Communicating Customer Value: Advertising and Public Relations

________ means scheduling ads evenly within a given period.________ means scheduling ads unevenly over a given time period. Pulsing; Continuity Continuity; Seasonal Continuity; Pulsing Pulsing; Seasonal Sequencing; Routing

"Buy it now" is the message of ________. personal selling advertising a nonpersonal communication channel sales promotion publicity

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." Hypothetically, if the second-hand clothing concept were to be implemented in England or France, for example, in what way(s) might clientele perceptions be different?

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.

Advertising ________ can be classified by primary purpose-whether the aim is to inform, persuade, or remind. objectives budgets evaluations campaigns logos

Reach is a measure of how many times the average person in the target market is exposed to the message.

When Proctor & Gamble developed the Mr.Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint.What type of campaign was most likely used by Proctor & Gamble for the Mr.Clean Magic Eraser? informative advertising persuasive advertising reminder advertising developmental advertising comparative advertising

A company's website can be an important public relations vehicle.

Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales? push pull push and pull pulse continuity

A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________. Madison & Vine Hollywood & Vine Hollywood & Madison Saks Fifth Avenue Hollywood and Wall Street

What does reach tell a marketer?

A company's marketing communications mix is also called its promotion mix.

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions? mass-market advertising segmented advertising sales promotion public relations personal selling

Which of the following statements does not describe direct marketing? Direct marketing is interactive. Direct marketing is customized to the target audience and immediate. Messages are directed at the mass public audience. Direct marketing allows a dialogue between the marketing team and the consumer. Building one-to-one customer relationships is a key benefit of direct marketing.

Large companies might use _________ to organize and deliver their advertising strategies. lower advertising costs greater global advertising penetration higher appeal to varying demographics consistent worldwide image advertising agencies

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising? YouTube webisodes YouTube consumer-generated messages multiple mini-campaigns consumer-driven promotions competitive consumer messages

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________. direct marketing integrated marketing the promotion mix competitive marketing target marketing

Advertising is used most often by not-for-profit organizations, professionals, and social agencies to promote their causes to target publics.

Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for Mariah to use? direct marketing sales promotions public relations brand contacts personal selling

________ is used heavily when introducing a new product category.The objective is to build primary demand. Persuasive advertising Informative advertising Comparative advertising Patronage advertising Institutional advertising