Exam 11: Communicating Customer Value: Advertising and Public Relations

Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

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

An advertisement that uses a popular celebrity to endorse a product or brand is an example of a(n)________.

A full page advertisement in Women's Weekly magazine costs around $69 000.If the magazine has a readership of 1.6 million,this magazine's cost per thousand is about $________.

________ ________ is typically the company's most expensive promotional tool.

The reality TV program,The Block,involves contestants renovating homes or apartments for prizes.Many scenes show contestants purchasing materials and equipment from the hardware store Mitre 10 or asking a helpful Mitre 10 staff member for tips and advice on specific projects.Prominent featuring of the Mitre 10 brand,store interior or staff uniforms is an example of ________.

The media planner looks both at the total cost of using a medium and at the ________.

Netflix presents which of the following problems for marketers?

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

Because so many factors affect advertising effectiveness,some controllable and others not,measuring the results of advertising spending remains a(n)________ ________.

Some advertising industry experts predict the old mass-media communications model will be abandoned in favour of ________.

Which of the following is NOT one of the major steps in selecting advertising media?

All of the following are important decisions during the process of developing an advertising program EXCEPT which one?

When non-profit organisations need financial or volunteer support,they often turn to public relations experts to help them in the area of ________.

Social media gives companies new media for interacting with targeted consumers,but new technologies also give consumers more control of the advertising messages they receive.

Which of the following works to establish and maintain relationships with legislators and other government officials to influence legislation and regulation?

Public relations seeks to build goodwill with all the organisation's various publics.Public groups that represent potential targets for the company's PR messages are likely to include local communities,news media,legislators and government and shareholders.

Mass markets have fragmented;thus,marketers are shifting away from mass marketing.

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.

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