Marketing Exam 4 Chapter 12
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
advertising
In the promotion mix, ________ refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
advertising
The Promoted Facebook page that comes across your news feed is considered which of the following promotion mix tools?
advertising
__________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
advertising
Assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
advertising agency
refers to the dollars and other resources allocated to a product or a company advertising program
advertising budget
vehicles through which advertising messages are delivered to their intended audiences.
advertising media
refers to a specific communication task to be accomplished with a specific target audience during a specific period of time.
advertising objective
Accomplishes the company's advertising objectives
advertising stragety
strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising messages.
advertising stragety
setting the promotion budget at the level management thinks the company can afford
affordable method
setting the promotion budget at the level management thinks the company can afford.
affordable method
(major public relations tools) DVD, online videos
audiovisual materials
creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels.
brand content management
___________ ___ ___________ marketers tend to push more, putting more of their funds into personal selling, followed by sales promotion, advertising, and public relations.
business to business
___________ ______ ___________ companies pull more, putting more of their funds into advertising, followed by sales promotion, personal selling, and then public relations.
business to consumer
What are the 3 C's dealing with IMC?
clear, consistent, and compelling message
Key word for promotions is _______.
communications
setting the promotion budget to match competitors' outlays.
competitive parity
___________ are changing...better informed and more communications empowered.
consumers
One reason integrated marketing communications is necessary is __________.
consumers don't distinguish between content sources the way marketers do
(major public relations tools) Logos, stationery, signs, business cards, uniforms, company cars
corporate identity materials
Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are examples of which promotional tool?
corporate identity materials
What are the two major elements in developing advertising strategy?
creating advertising messages and selecting advertising media
sales promotion, public relations, personal selling, direct and digital marketing, and advertising are included in what?
promotions mix
(major public relations tools) News conferences, speeches, brand tours, grand openings, laser light shows, etc.
special events
What are advertising objective primary purpose (3 things)
inform, persuade, and remind
Which advertising objective is used heavily when introducing a new product category?
informative
is used heavily when introducing a new product category.
informative advertising
Carefully integrating and coordination the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
integrated marketing communications
_______ companies may have their own advertising departments.
large
shows how a product fits in with a particular lifestyle.
lifestyle style
__________ is building and maintaining relationships with legislators and government officials to influence legislation and regulation.
lobbying
What are the three major media types?
magazines, radio, and outdoor
_________ _________ _________ elements: Creating advertising messages and Selecting advertising media
major advertising strategy
_________ ________ are changing...shift away from mass marketing, more focused programs to build relationships.
marketing strageties
publicity is transmitted through a ________ ________ at no charge
mass medium
When advertisers determine the qualitative value of message exposure through a given medium, they are assessing ________.
media impact
The __________ builds an image or mood around the product or service, such as beauty, love, intrigue, or serenity.
mood or image style
builds a mood or image around the product or service, such as beauty, love, intrigue, or serenity.
mood or image style
The __________ shows people or cartoon characters singing about the product.
musical style
(major public relations tools) press release
news
Determining the campaign objectives and calculating the costs of the tasks needed to accomplish them.
objective and task method
The __________ is developing the promotion budget by 1) defining specific promotion objectives, 2) determining the tasks needed to achieve these objectives, and 3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.
objective and task method
Public relations should be viewed as an __________ _________ during crises and good times
ongoing program
The __________ is setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.
percentage of sales method
setting the budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.
percentage of sales method
Personal customer interactions by the firm's sales force for the purpose of making sales and building customer relationships.
personal selling
are assisting a customer while working at a local electronics retailer. When she doesn't understand your description of the television she is inquiring about, you quickly change your description of the product so she can better understand you. You are engaged in which of the following promotion mix tools?
personal selling
personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.
personal selling
Generally, _________ is a company's most expensive promotional tool.
personal selling
Which advertising objective is best suited to building selective demand?
persuasive
becomes more important as competition increases.
persuasive advertising
One popular method of branded entertainment is ________, which embeds brands as props within other programming, for example, television shows and movies.
product placement
__________ is an activity of public relations that involves the publicizing of specific products.
product publicity
Specific blend of promotion tools
promotion mix
Which of the following statements is correct regarding the use of advertising as a promotional tool?
Consumers tend to view advertised products as more legitimate.
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 about public relations is correct?
The lines between advertising and public relations are becoming more and more blurred.
Advertising appeals should have three characteristics. These characteristics are:
To be meaningful to be believable, and to be distinctive.
the qualitative value of message exposure through a given medium. (ad in Time vs. National Enquirer)
impact
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function?
development
Sweeping advances in _________ ___________...changing the way companies communicate with customers.
digital technology
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
Specific promotional tools used in ______ include direct mail, catalogs, online and social media, mobile marketing, and more.
direct and digital marketing
The promotion mix tool that has been around the least amount of time, yet reaches more audiences than traditional ones is ____________.
direct and digital marketing
Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
direct and digital marketing
Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer community?
direct marketing
direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
direct marketing
What the message can be presented in various execution styles like the slice of life, lifestyle, fantasy, mood or image, musical, personality symbol, technical expertise, scientific evidence, and testimonial evidence or endorsement.
executing the message
creates a fantasy around the product or its use.
fantasy style
Determining reach, frequency, and impact is the _____ step in the advertising media selection.
first
Choosing media timing is the _____ step in the advertising media selection.
fourth
a measure of how many times the average person in the target market is exposed to the message.
frequency
The public relations function of _______ is used to build and maintain national or local community relationships.
public affairs
__________ is building and maintaining national or local community relationships.
public affairs
Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
public relations
Promotes products, people, ideas, organizations, and nations and Builds good relations with consumers, investors, the media, and communities.
public relations
Specific promotional tools used in _______ include press releases, sponsorships, events, and web pages.
public relations
The manufacturer of an infant pain reliever finds that its products are tainted and must be recalled. The company's marketing manager issues a press release regarding the recall. Which promotion mix tool is this marketing manager utilizing?
public relations
__________ is building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
public relations
the National Heart, Lung, and Blood Institute (NHLBI) of the National Institutes of Health sponsors a long-running PR campaign that builds awareness of heart disease in women is an example of what?
public relations
a non-personal communication in a news-story form about an organization, its products, or both
publicity
calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel.
pull stragety
promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel.
pull stragety
Companies who primarily direct their promotional activities to channel members are using a(n) ______ strategy.
push
a promotion strategy that calls for using the sales force and trade promotion to move the product through channels
push stragety
calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members with in turn promote to the final consumer.
push stragety
% of people in the target market who are exposed to the ad campaign during a given period of time.
reach
________ advertising is utilized most often by mature, well-known brands.
reminder
is important for mature products; it helps to maintain customer relationships and keep consumers thinking about the product.
reminder advertising
Short-term incentives to encourage the purchase of sale of a product or service.
sales promotion
You receive a 50-cent-off coupon in the mail for the laundry detergent you use. Which of the following promotion mix tools is the coupon?
sales promotion
short-term incentive to encourage the purchase or sale of a product or service.
sales promotion
________ is a short-term incentive to encourage the purchase or sale of a product or service.
sales promotion
Choosing among major media types is the _____ step in the advertising media selection.
second
The _____________ message execution style shows one or more "typical" people using the product in a normal setting.
slice of life
The __________ shows one or more typical people using the product in a normal setting.
slice of life style
_______ firms may use their sales department staff.
small
Selecting specific media vehicles is the _____ step in the advertising media selection.
third
What is the goal of a pull strategy?
to build consumer demand
What is the goal of integrated marketing communications?
to deliver clear, consistent, and compelling messages about the organization and its brands.
(major public relations tools) Annual reports, brochures, newsletters.
written materials