Exam 11: Communicating Customer Value: Advertising and Public Relations

Weekend advertisements for Bunnings encourage consumers to visit the store immediately,as some weekend specials are available.Bunnings is practicing reminder advertising.

'Buy it now' is the message of ________.

Integrated marketing communication is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear,________ and compelling message about the organisation and its products.

Advertising is moving away from ________ and towards ________.

Which of the five major promotion tools is concerned with building up a positive corporate image and handling unfavourable rumours,stories and events?

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

Danks,a manufacturer of pumps and plumbing valves,employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________.

When evaluating the reputation of specific media vehicles,which of the following factors should be considered?

________ advertising is used heavily when introducing a new product category as a means of building primary demand.In contrast,________ advertising becomes more important as competition increases.

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background and the headline reads,'The latest development in time travel'.This is an example of what type of execution style?

Sales promotion effects are often short-lived.

Which of the following functions is LEAST likely to be performed by a public relations department?

In large companies,advertising is typically handled by an individual in the sales department.

Advertising is used most often by not-for-profit organisations,professionals and social agencies to promote their causes to target publics.

________ ________ refers to the process of creating and placing newsworthy information in the news media to attract attention to a person,product or service.

Continuity means scheduling ads evenly within a given period

The four principal metrics used to measure media effectiveness in current use are ________,________,________ and ________.

Which of the following is NOT a benefit of standardised global advertising?

Advertising media costs and availability ________ from country to country.

Advertising,sales promotion,personal selling,public relations and direct marketing are all ________.