Exam 13: Communicating Customer Value: Advertising and Public Relations

________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.

You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of ________.

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, while Rolex stresses luxury and status. These are all examples of ________ appeals.

How might a marketer create a message strategy when targeting a product toward children?

Which of the following statements does not describe direct marketing?

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

Because of advertising's public nature, consumers tend to think of large-scale advertised products as more legitimate.

Explain how different types of messages may require different media.

Advertising is never used by not-for-profit organizations, professionals, and social agencies to promote their causes to target publics.

What does frequency tell a marketer?

Which of the following are some of the major steps in selecting advertising media?

In large companies, advertising is typically handled by an individual in the sales department.

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

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?

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

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.

One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures.

Integrated marketing communications require a company's mass-market advertisements, website, email, and personal selling communications to all have ________.

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.

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." -What roles does public relations play at Second Avenue?