Exam 11: Communicating Customer Value: Advertising and Public Relations

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 recognises.

A television advertisement for Herron pain relief tablets claims that all common brands of analgesic are made from the same active ingredients but that Herron is the only brand that is Australian made and owned.In the background,viewers can see a collection of other brands,some of which are identifiable from the shape of their distinctive packaging.These other brands include Panadol.This is an example of ________ advertising.

Briefly outline the market indications (i.e.when to use)for the following advertising objectives: a.informative ads b.comparative ad c.reminder ads

One of the tools a public relations department may use is ________,whereby they deal with legislators and government officials to promote or defeat legislation and regulation.

An advertiser needs to know the reach,frequency and impact needed to achieve an advertising objective.

A large national 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?

Which of the following factors should a company consider when designing its promotional mix strategies?

Developments in communications technology are speeding the movement toward segmented marketing.

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

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

Product placement in television programs and movies is an example of ________.

The promotional tool that is especially effective in building up buyers' preferences,convictions and actions is ________ ________.

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

Although some media research companies such as Nielsen are beginning to measure levels of television ________ ________,such measures are hard to come by for most media.

Discuss the ways that companies are leveraging interactive communications technologies to tap consumers for message ideas and actual ads.

When companies use people,actors or sports celebrities as product endorsers,what kind of execution style is being used?

Which of the following is the process of combining the vast reach of television with digital's better targeting,interaction,and engagement?

________ consists of short-term incentives to encourage the purchase or sale of a product or service.

A public relations specialist for a regional chain of pharmacies regularly contacts members of the local and state-wide media with information about community events and charity fundraisers being sponsored by her company.This is an example of the ________ function of public relations.

A marketing manager for a manufacturer of children's toys is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for the firm to use?