IBM 3012 CH 14, 15, 17,18 Study Guide
The primary purpose of _____ is to present brand content that engages consumers and creates customer-brand community
branded community websites
Priceline.com sells its services through
direct and digital marketing
infomercials are a from of marketing considered a part of
direct-response television marketing
To avoid being intrusive and annoying, most legitimate e-mail marketers practice____ which means sending e-mail pitches to customers who opt-in
permission based e-mail marketing
Using a push strategy, a firm directs its promotional efforts toward
Channel Members
After understanding the marketplace and customer needs, what is the next step in the marketing process?
Designing a marketing strategy
The public relations function of ___ is used to work with donors or members of nonprofit organizations to gain financial or volunteer support.
Development
The fastest growing form of marketing is
Direct and digital marketing
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
Direct and digital marketing
When iPhone was first introduced into the market, Apple highlighted its benefits and qualities. This type of advertising is referred to as
Informative advertising
As marketers adopt richer but more fragmented media and promotion mixes to reach their diverse markets, they risk creating a communications hodgepodge for consumers. To prevent this, companies have adopted the concept of
Integrated marketing communications
Disadvantages of direct marketing to sellers include
Interaction with limited number of customers.
Which of the following is a form of traditional direct marketing?
Kiosk marketing
Non personal communication channels include
Major media, atmospheres and events
Which of these statements about setting an advertising budget is correct?
New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.
The public relations function of _______ is used to build and maintain national or local community relationships
Public Affairs
______ consists of activities designed to engage and build good relations with the company's various publics
Public Relations
Specific promotional tools used in ____ include press releases, sponsorship's, events, and Web pages.
Public Relations.
Which PR tool improves public goodwill by having companies contribute money and time?
Public Service Activities
______ advertising is more suitable for mature products
Reminder
What is the largest for of online advertising
Search related ads
what are three characteristics that advertising appeals should have?
To be meaningful, to be believable, and to be distinctive.
What is the goal of integrated marketing communications?
To build clear, consistent, and compelling company and brand messages.
One reason there is a need for integrated marketing communications is that
consumers don't distinguish between content sources the way marketers do.
To capture value from consumers, marketers must
create value for customers.
Advantages of mobile marketing include all of the following except
mobile marketing may risk irritating consumers
A blog is a(n)
online forum
What is marketing?
Marketing is a process of creating customer value.
John Deere does very little promoting of its lawn mowers, garden tractors, and other residential consumer products to final consumers. Instead John Deere's sales force works with Lowe's, The Home Depot, and other channel members. This is an example of using _____ for promotions
A push strategy.
Which of the following statements is true regarding advertising in the new marketing communications model?
Advertisers are shifting towards digital media.
A company wants to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company use?
Advertising
One of the challenges of social media marketing is that social media _______
Are largely user controlled
Which of the following statements does not accurately reflect PR's role in marketing?
As the use of earned and shared digital content grows rapidly, PR is playing a smaller role in marketing content management.
One framework for designing an effective message is the AIDA model. In the AIDA model
Attention leads to interest, which hopefully leads to desire and then action.
____ is/are considered a consumer-controlled digital media
Blogs
Which of the following is true regarding the forms of direct and digital marketing?
Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
Netflix recruits "Grammasters" influencers who have large Instagram followings. They travel around the world taking photos and creating videos. This is an example of using ______ as a personal communication channel.
Buzz Marketing
Why should companies use mobile marketing responsibly?
Companies risk angering already ad-weary customers.
When companies set their promotion budgets to match competitors outlays, they are using the ________ method
Competitive-parity
Logos, stationary, brochures, signs,business forms, business cards,buildings, uniforms, and company cars and trucks are all types of
Corporate identity materials
The benefits of direct and digital marketing for buyers are that it is
Easy, convenient and private.
In the content of a message, marketers often use _____ appeals such as joy, love, humor, fear, and guilt
Emotional
The first step in developing an effective marketing communications program is to
Identify the target audience
The first task for a communicator in preparing marketing communications is to
Identify the target audience
Understanding the marketplace, consumer needs, and consumer wants
Is the first step of the marketing process
Major factors for changing the face of today's marketing communications include all of the following except
Marketers are going for mass marketing.
Forms of digital direct marketing include
Online marketing, social media marketing and mobile marketing
The hottest growth area for the retailer Home Depot in the US market has been attributed to
Online sales
Despite its potential strengths, public relations are occasionally described as a marketing stepchild because of all of the following reasons except
PR practitioners consider their job as simply communication.
Which element of the promotional mix is most effective in building up buyers' preferences,convictions, and actions?
Personal Selling
Which of the following statement is true regarding sellers and their use of direct and digital marketing.
Sellers have opportunities to engage in real-time marketing
Marketing management must first ____ when developing an advertising program.
Set advertising objectives.
Which PR tool uses news conferences, speeches, brand tours, sponsorship's, multimedia presentations, and educational programs
Special events
_____ and _____ are core PR strengths and that plays well into the use of online, mobile, and social media
Storytelling; engagement
Which of the following statements regarding the changing communications landscape is correct?
The dominance of television, magazines, newspapers, and other traditional mass media is declining.
Which of the following statements bout public relations is correct?
The lines between advertising and public relations are becoming more and more blurred.
Which method for setting the total for advertising is the most difficult to use?
The objective-and-task method
The reasons for considering public relations, which has a greater impact at a much lower cost than advertising include
The possibility of stories to be picked up by different media.
What is the overall objective of advertising in an advertising program?
To help engage customers and build relationships.
When does persuasive advertising become comparative advertising
When a company directly or indirectly compares its brand to others
Annual reports, brochures, articles, and company newsletters and magazines are all which type of PR tool?
Written materials
The basic concept underlying marketing is that of
customer needs
Websites, online advertising, e-mail, online video, and blogs are all forms of
online marketing
In the final step of the five-step model, companies
reap the rewards of creating customer value
The ____ execution style shows one or more "typical" people using the product in a normal setting.
slice of life.