Exam 11: Communicating Customer Value: Advertising and Public Relations

A company decides on its promotion budget by using four common methods to set the total budget for advertising.What is NOT one of these methods?

Because of advertising's public nature,consumers tend to think of large-scale advertised products as more legitimate.

After creating message strategy statements,the advertiser must develop a(n)________ that will bring the message strategy to life in a distinctive and memorable way.

________ is a measure of the number of times the average person in the target market is exposed to an advertising message during a given period of time.

A company's total marketing communications mix consists of a special blend of advertising,sales promotion,public relations,personal selling and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.

Slice of life,lifestyle and personality symbol are all execution styles used in public relations.

Any paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor is known as ________.

Business-to-consumer companies usually ________ more,putting more of their funds into advertising,followed by sales promotion,personal selling and then public relations.In contrast,business-to-business marketers tend to ________ more,putting more of their funds into personal selling,followed by sales promotion,advertising and public relations.

________ means scheduling ads evenly within a given period.________ means scheduling ads unevenly over a given time period.

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

Which of the following is responsible for the shift in how companies and customers communicate with each other?

In selecting media vehicles,the planner must balance media costs against several media effectiveness factors.First,the planner should evaluate the media vehicle's ________.

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

A promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand is known as a ________ strategy.

Corporate identity materials such as logos,buildings,cars and signs can help to create a corporate identity that the public immediately recognises.

Which method of setting an advertising budget is based on analysing competitors' spending?

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively.Which of the following does NOT benefit from this shift?

A method of budgeting for advertising that views sales as the cause of promotion rather than as the result is known as ________.

For many years,________ have dominated the media mix used by national advertisers.

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