Exam 12: Communicating Customer Value: Advertising and Public Relations

For many years, ________ have dominated the media mix used by national advertisers. radio and television television and magazines direct mail and billboards radio and digital media newspapers and direct mail

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." Though Second Avenue has thrived merely through word of mouth, how could the business benefit from advertising?

When does a marketer use a comparative ad?

30 Rock and Hockey Night in Canada are both examples of ________, specific media within a general media type. alternative media major media media vehicles media multitaskers micromedia

Which of the following are some of the major steps in selecting advertising media? deciding on reach, frequency, and impact, choosing among major media types choosing among major media types, selecting target markets selecting specific media vehicles, deciding on format elements deciding on format elements, selecting target markets deciding on format elements, deciding on timing

What does frequency tell a marketer?

A company decides on its promotion budget by using four common methods to set the total budget for advertising.What are two of these methods? the affordable method, the integrated method the percentage-of-sales method, the integrated method the integrated method, objective-task method the integrated method, the competitive-parity method the objective-and-task method, affordable method

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." What media options might best benefit Second Avenue's promotional efforts Explain.

How has clutter in television and other ad media created an increasingly hostile advertising environment?

After creating message strategy statements, the advertiser must develop a(n) ________ that will bring the message strategy to life in a distinctive and memorable way. creative concept customer strategy customer benefit execution style media vehicle

Informative ads are used primarily in the growth stage of the product life cycle.

What is the first element that a reader typically notices in a print ad? copy illustration headline logo color

Technical expertise, scientific evidence, and testimonial evidence are all examples of execution styles that creative teams use in advertising messages.

Why should a company be concerned about integrating communications from different sources within the company?

Explain a push strategy.

Some argue that factors like high costs will cause the old mass-media communications model to be abandoned in favour of ________. public relations direct marketing push and pull strategies new technologies buzz marketing

________ becomes more important as competition increases.The company's objective is to build selective demand. Persuasive advertising Informative advertising POP promotion advertising Patronage advertising Reminder-oriented advertising

Explain why an ad may have to be altered from one country to the next.

Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are all examples of ________ that help a company create an identity the public immediately recognizes. direct marketing social marketing public service activities corporate identity materials special events

If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers.