Exam 13: Communicating Customer Value: Advertising and Public Relations

Which of the following are major categories in the promotion mix?

Describe public relations and three of its main functions.

When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by Proctor & Gamble for the Mr. Clean Magic Eraser?

Give a hypothetical example of testimonial evidence.

What is the first element that a reader typically notices in a print ad?

An email from Amazon.ca offers free shipping on your next purchase of more than $35. This is an example of ________.

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.

Participants of the reality show Survivor win a team contest and receive a gift basket of Crest toothpaste, Ivory soap, and Charmin toilet paper. Proctor and Gamble, the maker of these products, has just participated in a brand message.

Today's advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailer's own employees can.

Integrated marketing communications encourages brand messages to be developed by different departments within an organization.

Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales?

The goal of advertising as entertainment is for ________ to become a part of the entertainment rather than interrupting it.

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Identify four of the major media types and identify some of the strengths and weaknesses of each type.

A company decides on its promotion budget by using four common methods to set the total budget for advertising. What are two of these methods?

Companies are challenged with the changing face of today's marketing communications. Change in which of the following is one of the factors?

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.

A company's website can be an important public relations vehicle.

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using?

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.