Question 1

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Accepted Answer

A) consumer trends 
B) competitors' weaknesses 
C) competitors' strengths 
D) customer benefits 
E) consumer emotions 
A) consumer trends 
B) competitors' weaknesses 
C) competitors' strengths 
D) customer benefits 
E) consumer emotions

Question 2

A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________.

Accepted Answer

A) advertainment 
B) featured entertainment 
C) virtual advertising 
D) mediated advertising 
E) buzz marketing 
A) advertainment 
B) featured entertainment 
C) virtual advertising 
D) mediated advertising 
E) buzz marketing

Question 3

You receive a report that says 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________.

Accepted Answer

A) reach 
B) frequency 
C) impact 
D) engagement 
E) qualitative value 
A) reach 
B) frequency 
C) impact 
D) engagement 
E) qualitative value

Question 4

Integrated marketing communications encourages brand messages to be developed by different departments within an organisation.

Accepted Answer

A) True 
 B)False

Question 5

Measures of media engagement are relatively easy to obtain from standard media research companies such as Nielsen.

Accepted Answer

A) True 
 B)False

Question 6

Reach is a measure of how many times the average person in the target market is exposed to the message.

Accepted Answer

A) True 
 B)False

Question 7

Game of Thrones and One News are both examples of ________,that is,specific media within a general media type (in this case,TV).

Accepted Answer

A) alternative media 
B) major media 
C) media vehicles 
D) media multitaskers 
E) micromedia 
A) alternative media 
B) major media 
C) media vehicles 
D) media multitaskers 
E) micromedia

Question 8

When developing an advertising strategy,a company's creative department should first create good advertisements,and then the media department should select the best media for those advertisements.

Accepted Answer

A) True 
 B)False

Question 9

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

Accepted Answer

A) True 
 B)False

Question 10

Advertisements that make explicit or implied comparisons between a brand and its close rivals are not legal in Australia or New Zealand.

Accepted Answer

A) True 
 B)False

Question 11

News features,speeches and special events are tools of particular value to ________.

Accepted Answer

A) advertising agencies 
B) advertising specialists 
C) public relations professionals 
D) media buyers 
E) media planners 
A) advertising agencies 
B) advertising specialists 
C) public relations professionals 
D) media buyers 
E) media planners

Question 12

Which of the following is the most common form of branded entertainment?

Accepted Answer

A) product placement 
B) virtual advertising 
C) mediated advertising 
D) buzz marketing 
E) advertainment 
A) product placement 
B) virtual advertising 
C) mediated advertising 
D) buzz marketing 
E) advertainment

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________.

You receive a report that says 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________.

Integrated marketing communications encourages brand messages to be developed by different departments within an organisation.

Measures of media engagement are relatively easy to obtain from standard media research companies such as Nielsen.

Reach is a measure of how many times the average person in the target market is exposed to the message.

Game of Thrones and One News are both examples of ________,that is,specific media within a general media type (in this case,TV).

When developing an advertising strategy,a company's creative department should first create good advertisements,and then the media department should select the best media for those advertisements.

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

Advertisements that make explicit or implied comparisons between a brand and its close rivals are not legal in Australia or New Zealand.

News features,speeches and special events are tools of particular value to ________.

Which of the following is the most common form of branded entertainment?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Engagement, value and Relationships

The Marketplace and Customers: Analysing the Environment

Marketing Analytics: Gaining Customer Insights

Buyer Behaviour: Understanding Consumer and Business Buyers

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, services and Brands: Offering Customer Value

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Personal Selling and Sales Promotion: Creating Value in Relationships

Direct and Digital Marketing: Interactivity and Fulfilment

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

Filters

Exam 11: Communicating Customer Value: Advertising and Public Relations

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________.

You receive a report that says 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________.

Integrated marketing communications encourages brand messages to be developed by different departments within an organisation.

Measures of media engagement are relatively easy to obtain from standard media research companies such as Nielsen.

Reach is a measure of how many times the average person in the target market is exposed to the message.

Game of Thrones and One News are both examples of ________,that is,specific media within a general media type (in this case,TV).

When developing an advertising strategy,a company's creative department should first create good advertisements,and then the media department should select the best media for those advertisements.

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

Advertisements that make explicit or implied comparisons between a brand and its close rivals are not legal in Australia or New Zealand.

News features,speeches and special events are tools of particular value to ________.

Which of the following is the most common form of branded entertainment?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Engagement, value and Relationships

The Marketplace and Customers: Analysing the Environment

Marketing Analytics: Gaining Customer Insights

Buyer Behaviour: Understanding Consumer and Business Buyers

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, services and Brands: Offering Customer Value

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Personal Selling and Sales Promotion: Creating Value in Relationships

Direct and Digital Marketing: Interactivity and Fulfilment

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

Filters