Exam 11: Communicating Customer Value: Advertising and Public Relations

Briefly outline some of the changes in marketing and media that impact on promotions.Explain why these changes create both opportunities and anxiety for marketing communicators?

When typical consumers approach a print advertisement,the first thing they are likely to notice is the illustration,followed by the headline and then the copy.

Informative ads are used primarily in the growth stage of the product life-cycle.

When shoppers enter a large department store such as David Jones or Myer,they are often greeted by sales assistants offering complementary sprays of selected fragrances.Sometimes,the fragrance is sprayed onto a card for the customer to retain and use as a scent inside her handbag.This activity is an example of ________.

International advertisers must determine the degree to which their global advertising should be adapted to fit the unique characteristics of various markets.

Compare and contrast advertising and public relations.

The process of making a brand an inseparable part of some other form of entertainment such as a feature film or TV program is known as ________.

Advertising has some shortcomings.What is NOT one of them?

Advertisers should regularly evaluate two types of advertising results: the ________ effects,and the ________ effects.

Public relations typically captures only a small portion of the overall marketing budgets.

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.Readers will notice which of the following first in the advertisement?

Coupons,contests,cents-off deals and premiums are all examples of ________ ________.

Marketers can choose from two basic promotion mix strategies-push promotion or pull promotion.Compare these two strategies.

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

The percentage-of-sales method of setting an advertising budget wrongly treats sales as a cause of promotion rather as a result.

________ is the company's most expensive promotion tool.

The Michelin man (car tyres),Chesty Bond (singlets)and Ronald McDonald (fast food)are examples of ________ used in successful advertising campaigns.

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

A promotion strategy where the producer promotes the product to wholesalers,the wholesalers promote to retailers and the retailers promote to consumers is known as a ________ strategy.

Advertising ________ can be classified by primary purpose-whether the aim is to inform,persuade or remind.