Exam 12: Communicating Customer Value: Advertising and Public Relations

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals. percentage-of-sales affordable competitive-parity objective-and-task exponential smoothing

The goal of advertising as entertainment is for __________ to become a part of the entertainment rather than interrupting it. branded entertainment advertainment audience engagement brand messages testimonial endorsement

Explain a pull strategy.

To succeed, an advertisement must ________. have a significant budget be placed during prime time be high frequency interrupt or disrupt gain attention and be engaging

When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium. reach media engagement media impact exposure costs frequency

Because of advertising's public nature, consumers tend to think of large-scale advertised products as more legitimate.

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services.In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company. public relations message brand contact advertisement logo media vehicle

Which of the following functions is least likely to be performed by a public relations department? product publicity lobbying public affairs investor relations media vehicle selection

To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________. advertising agency marketing communications director public relations specialist personal sales force media buyer

How might a marketer create a message strategy when targeting a product toward children?

Today's advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailer's own employees can.

When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________. public affairs press relations product publicity development lobbying

Integrated marketing communications encourages brand messages to be developed by different departments within an organization.

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

Which promotional mix strategy directs marketing efforts toward final consumers? push blitz pull buzz pulse

The creative team must find the best way to execute an advertising message.Name and describe three of these styles of execution.

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. direct marketing sales promotion personal selling public relations publicity

________ is the company's most expensive promotion tool. Advertising Personal selling Mass media Public relations Publicity

Which promotional tool is described as less public, immediate, customized, and interactive? segmented advertising sales promotions public relations brand contacts direct marketing

How does a personality symbol affect a brand?