Exam 12: Communicating Customer Value: Advertising and Public Relations

Sales promotion features a wide assortment of tools.Which is one set of these tools? contests, catalogues catalogues, premiums catalogs, coupons coupons, contests dealer warranties, coupons

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 appeals might Second Avenue use Explain.

Which of the following are major categories in the promotion mix? advertising, sales promotion sales promotion, positioning positioning, public relations positioning, advertising advertising, indirect marketing

After determining its advertising objectives, the company's next step in developing an advertising program is to ________. set its advertising budget evaluate ad campaigns develop an ad strategy make message decisions make media decisions

Companies are challenged with the changing face of today's marketing communications.Change in which of the following is one of the factors? media competitors micromarkets consumers advertising

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? sales promotion personal selling direct marketing public relations search engine optimization

Advertising has many advantages.What is one of them? It is impersonal. It can be very costly. It slowly reaches many people. It carries on one-way communication with the audience. It does not make audiences feel the need to respond.

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 roles does public relations play at Second Avenue?

Weekend advertisements for Rona encourage consumers to visit the store immediately.Rona is practicing reminder advertising.