Exam 2: Advertisings Role in Marketing

Name the new three Ps of sustainable marketing and give a brief interpretation of their meaning.

Positioning refers to how brands view and compare competitive brands or types of products-how they see a brand relative to other brands in the category.

Intermediaries form the links in the distribution chain between sellers and buyers.

The process of assessing whether there are identifiable groups within the market whose needs and wants intersect with the product and its features is known as targeting.

The marketing process begins with research into markets,consumers and an understanding of the competitive situation.

A particular form of advertising that only aims to facilitate exchange between sellers and buyers is known as ________ advertising.

Describe the role of an account planner in an advertising agency.

A company that operates with a marketing concept philosophy focuses on satisfying its customers' needs and wants.

Describe five types of specialist advertising agencies.

The AtoB Transport and Logistics Company use a face-to-face contact strategy between their marketers and businesses that may be prospective customers.This is an example of ________.

According to Frank-Martin Belz,a sustainable marketing orientation encompasses four principles.The principle of viability is evaluated from the ________ and ________ perspectives:

Brand equity is the reputation,meaning and value that the brand name or symbol has acquired over time and measures the financial value the brand contributes to the company.

The first step in the marketing process is to write a marketing plan.

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

A common approach to segmenting markets by recognising differences and adjusting to them accordingly is called a(n)________ approach.

Explain the differences between classified advertising and display advertising.

According to an Adweek-sponsored survey of 105 clients in the United States,less than 50% of the respondents indicated that advertising was the 'most important communication tool' in the marketing mix.