Exam 13: Communicating Customer Value: Advertising and Public Relations

To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n)________.

Large companies still routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

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 media options might best benefit Second Avenue's promotional efforts? Explain.

How can a company's website be used as a public relations tool?

Which promotional mix strategy directs marketing efforts toward final consumers?

The Geico gecko and Tony the Tiger are examples of ________ used in successful advertising campaigns.

Digital technology present which of the following problems for marketers?

A company's marketing communications mix is also called its promotion mix.

For many years, ________ have dominated the media mix used by national advertisers.

________ is the message execution style that depicts one or more typical people using the product in a normal setting.

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following purchase options ignores this shift?

Advertising standardization for global brands allows for lower costs in advertising and a more consistent worldwide brand image.

When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used?

Which promotional mix strategy directs marketing efforts toward market channel members?

Sales promotion features a wide assortment of tools. Which is one set of these tools?

Slice of life, lifestyle, and personality symbol are all execution styles used in public relations.

________ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period.

________ is used heavily when introducing a new product category. The objective is to build primary demand.

Which of the following does not explain why marketers are moving to digital media?