Exam 11: Communicating Customer Value: Advertising and Public Relations

Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.

Which of the following is NOT a major category in the promotion mix?

Technical expertise,scientific evidence and testimonial evidence are all examples of execution styles that creative teams use in advertising messages.

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is a function of ________.

Sales promotion features a wide assortment of tools.Which is NOT one of these tools?

Direct mail,catalogues,online marketing and telephone marketing are all examples of ________ ________.

________ is used heavily when introducing a new product category.The objective is to build primary demand.

________ tend to be plain,straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Large companies still routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.

Which of the following is NOT an example of a specialised and highly-targeted media that an advertiser might use to reach smaller customer segments?

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

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states,'There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't'.This ad uses the ________ execution style.

Successful advertising messages are more likely to ________.

Recently,the increased use of online social networks and video sharing has reduced the need for advertising standardisation for global brands.

When McDonalds uses Ronald to represent its products,which type of execution style is being used?

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

________ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers.

The owner of an independent gift store is developing an advertising budget,and has totalled his company's revenues and deducted operating expenses and capital outlays.He intends to use a percentage of the remaining funds for advertising.Which budget setting method is he using?

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.