Exam 13: Communicating Customer Value: Advertising and Public Relations

Which promotional tool is described as less public, immediate, customized, and interactive?

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.

How are advertising and direct marketing different?

Companies are using less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.

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.

The copy is the main block of text in an ad.

Advertising ________ can be classified by primary purpose-whether the aim is to inform, persuade, or remind.

Identify and describe the three characteristics advertising appeals should have.

Marketers can choose from two basic promotion mix strategies-push promotion or pull promotion. Compare these two strategies.

Why is personal selling the most effective tool for building up a buyer's preferences and actions?

Informative ads are used primarily in the growth stage of the product life cycle.

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. Which of the following are included in the entire marketing mix?

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." -Would a personality symbol affect Second Avenue's image? How?

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ execution style.

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used?

When does a marketer use a comparative ad?

Explain why an ad may have to be altered from one country to the next.

The percentage-of-sales method of setting an advertising budget wrongly treats sales as a cause of promotion rather as a result.

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?