Exam 13: Communicating Customer Value: Advertising and Public Relations

Explain a pull strategy.

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.

Explain a push strategy.

Marketing management must make four important decisions when developing an advertising program. Name and describe these four decisions.

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

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

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.

Developments in communications technology are speeding the movement toward segmented marketing.

Which method of setting an advertising budget is based on analyzing competitors' spending?

"Buy it now" is the message of ________.

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." Because 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." -Hypothetically, if the second-hand clothing concept were to be implemented in England or France, for example, in what way(s)might clientele perceptions be different?

Give an example of how a company might run an experiment to measure the sales and profit effects of its advertising.

Ads that are built around dream themes use which type of execution style?

A company's marketing communications mix-also called its promotion mix-blends five different tools. Name and define these tools.

When does a marketer use reminder ads?

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

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands.

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

________ is the company's most expensive promotion tool.