Exam 12: Communicating Customer Value: Advertising and Public Relations

Which of the following is a factor in the changes occurring in today's marketing communications? Mass markets have consolidated, and marketers are shifting towards mass marketing. Improvements in communication technologies are changing how companies and customers communicate with each other. Companies sometimes invest millions of dollars in the mass media. Mass media no longer capture the majority of promotional budgets. Consumers tend to make rash decision based on impulse.

Participants of the reality show Survivor win a team contest and receive a gift basket of Crest toothpaste, Ivory soap, and Charmin toilet paper.Proctor and Gamble, the maker of these products, has just participated in a brand message.

What are the three primary purposes of advertising objectives?

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. marketing; media media; sales narrowcasting; broadcasting broadcasting; narrowcasting advertising; word-of-mouth

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy. pull; push push; pull pulse; pull continuity; pulse pulse; continuity

Advertising standardization for global brands allows for lower costs in advertising and a more consistent worldwide brand image.

An advertiser needs to know the reach, frequency, and impact needed to achieve an advertising objective.

Chris Stemen, the owner of an independent gift store, is developing an advertising budget.Chris has totaled his company's revenues and deducted operating expenses and capital outlays.He intends to use a percentage of the remaining funds for advertising.Which budget setting method is Chris using? affordable method integrated method percentage-of-sales method competitive-parity method objective-and-task method

Which of the following are the three characteristics an advertising appeal should have? engaging, informative, and stylish trendy, compelling, and appealing meaningful, believable, and distinctive unique, emotional, and entertaining humorous, memorable, and interesting

More companies are adopting the concept of ________, which carefully coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. integrated marketing communications integrated personal selling integrated competitive methods nonpersonal communication channels buzz marketing

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively.Which of the following purchase options ignores this shift? outdoor advertising cable television network television digital satellite television systems Internet advertising

When does a marketer use informative ads?

La-Z-boy makes recliner armchairs.The company places some of its La-Z-boy chairs in a movie theatre.This is an example of what type of media? alternative media major media media vehicles media multitaskers micromedia

Explain how different types of messages may require different media.

Which method of setting an advertising budget is based on analyzing competitors' spending? affordable method percentage-of-sales method competitive-parity method objective-and-task method integrated method

One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures. sales and profit promotion and cost communication loyalty interest and return

The Geico gecko and Tony the Tiger are examples of ________ used in successful advertising campaigns. slice of life appeals creative endorsements testimonials celebrity spokespeople personality symbols

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.Readers will notice which of the following first in the advertisement? headline illustration copy subheadlines color

Give a hypothetical example of testimonial evidence.

New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these new technologies also give consumers more control of the advertising messages they receive.