Exam 12: Communicating Customer Value

A ________ marketing strategy involves a company spending a lot of money on consumer advertising and promotion to induce final consumers into buying the product by creating a demand vacuum.

The aim of ________ is to make ads themselves so entertaining,or so useful,that people want to watch them.

In the promotion mix,________ performs the functions of building a good rapport with entities outside the company,building up a good corporate image,and handling or heading off unfavorable rumors,stories,and events.

Which of the following is the quickest medium through which a company can advertise or send a message to its customers?

What are the different methods of setting advertising budgets directly based on company revenues? What are its disadvantages?

Comparative advertisement is an example of persuasive advertisement.

Product placement is an example of brand integration style of advertising.

Compare between the uses of informative advertising and reminder advertising.

Inglast Food Processors,producers of fruit juice and chocolate products,was faced with a class action suit following a customer finding worms in their chocolate products.Inglast settled the case,and released an advertisement communicating the new seal-proof wrapping that their products will carry from now on.The ad explained how the chocolate processing plant made the products,the new seal system implemented and how safe it is,and showed happy customers eating Inglast products.Which of the following kinds of advertisement did Inglast release to counter the lawsuit?

Which of the following is a disadvantage of using the Internet as an advertising medium?

In a push marketing strategy,the producer promotes the product to channel members who in turn promote it to final consumers.

What is the need for an integrated marketing communications system in a company?

Integrated marketing communications involves carefully coordinating the company's many communications channels to deliver a clear,consistent,and compelling message about the organization and its products.

Which of the following provides the best qualitative value for receiving quick consumer responses or inputs for company design or features while advertising?

A company advertising discounts on a product is using ________ advertising.

The Trainstar Company is a sportswear equipment manufacturer that is planning to release a new line of energy drinks called Revitalizer.In the ad for the energy drink the company showed different people going for a morning jog,working out in a gym,jazzercising,and doing aerobics.At the end of the ad,there are clips of these people stopping their activity,drinking Revitalizer,becoming visibly re-energized after drinking,and then continuing their exercises.Which of the following kind of advertising styles did the Trainstar Company use for the Revitalizer ad?

Tilt Axiom Entertainment (TAE),a game developer,has developed a new game,World Below,incorporating 3D imaging.In order to get wider distribution,TAE took part in the Gaming Entertainment Expo,hoping to sell the game to a distributor.The Expo was attended by both traders and consumers.TAE sent a team of representatives for game presentation and negotiation; and a team of professional and company gamers to showcase World Below at the Expo.The company also sent a team to sell its previous game titles to consumers at the Expo.What kind of promotion mix tool did TAE adopt by taking these games to the Expo?

A company that uses telephone marketing to sell its products to customers is said to be using the promotion tool of ________.

An ad that shows how well a product works by showing real-life examples of people whose lives have changed due to the product is an example of ________ style of advertising.

Which of the following is the first step in developing an advertising program?