Principles of Marketing: Ch. 12

How has the new communications model changed the face of today's marketing communications?

(three points to hit: consumers, marketing strategy, digital) First, consumers are changing. Wireless consumers are better informed. Rather than relying on market-supplied information, they can use the Internet, social media, and other technologies to find information on their own. Second, marketing strategies are changing. Marketers are shifting away from mass marketing to develop more focused marketing programs to target smaller groups of customers. Lastly, advances in technology have changed the way customers and companies communicate. Digital and social media marketing allow companies to have more targeted, social, and engaging marketing communications.

What is a promotion mix? Define the major tools used in a promotion mix

A promotion mix is the special combination of promotional tools that a company uses to persuasively communicate customer value and build customer relationships. It consists of advertising, sales promotion, personal selling, public relations, and direct, digital, and social media marketing. Advertising is any paid form of nonpersonal promotion of ideas, goods, or services by a sponsor. Sales promotion is short-term incentives to encourage the purchase sale of a product or incentive. Personal selling is personal presentation by the company to make a sale or build customer relationship. Public relations is building good relations with the company's various public by obtaining favorable publicity, building a good corporate image, or handling unfavorable rumors, stories, or events. Direct, digital, and social media marketing is engaging in direct connection with targeted customers to obtain an immediate response and cultivate lasting customer relationships.

What are the five promotion mix tools used by marketers to communicate customer​ value? ​A. Advertising, public​ relations, personal​ selling, sales​ promotion, and telemarketing B. Advertising, public​ relations, personal​ selling, sales​ promotion, and direct and digital marketing C. Television​ advertising, radio​ advertising, online​ advertising, social media​ advertising, and outdoor advertising D. Advertising, business to business​ selling, personal​ selling, sales​ promotion, and direct and digital marketing E. Product, price,​ place, promotion, and advertising

B. Advertising, public relations, personal selling, sales promotion, and direct and digital marketing

In developing advertising​ strategies, marketers must make decisions regarding​ ___________________. A. audience and media B. organizing the advertising​ function; adaptation to international markets C. objectives and media D. budget and message E. budget and audience

B. Organizing the advertising function; adaptation to the international markets

Which of the following statements is true regarding the promotion​ mix? A. Advertising is a personal form of marketing communication. B. Public relations includes press​ releases, sponsorships,​ events, and Web pages. C. Personal selling is not used to engage customers. D. Sales promotions are​ long-term incentives to encourage the purchase or sale of a product or service. E. Direct and digital marketing cannot be used to target individual consumers.

B. Public relations includes press releases, sponsorships, events, and Web pages

What are the four important decisions made when developing an advertising​ program? List them in order. A. Developing message​ strategy, developing message​ execution, selecting​ media, and determining media timing B. Setting advertising​ objectives, setting the advertising​ budget, determining the impact on sales and​ profits, and determining the return on investment C. Setting advertising​ objectives, setting the advertising​ budget, developing advertising​ strategy, and evaluating advertising effectiveness D. Setting the advertising​ budget, setting advertising​ objectives, developing advertising​ strategy, and evaluating advertising effectiveness E. Setting advertising​ objectives, setting the advertising​ budget, developing message​ strategy, and determining media timing

C. Setting advertising objectives, setting advertising budget, develop advertising strategy, and evaluate advertising effectiveness

Integrated marketing communications must deliver company and brand messages that are​ ________. A. relevant, humorous, and exciting B. ​informative, persuasive, and distinct C. unique, current, and consistent D. clear, consistent, and compelling

D. Clear, consistent, and compelling

Which of the following statements is correct regarding marketing communications​ today? A. Marketers are shifting toward mass marketing communication strategies. B. Consumers have changed very little in the past fifty years. C. Television advertising is growing rapidly. D. New media formats have allowed marketers to reach smaller communities of consumers in more engaging ways. E. Digital technologies have not yet had an impact on marketing communications.

D. New media formats have allowed marketers to reach smaller communities of consumers in more engaging ways

________ is used by companies to build good relations with​ consumers, investors, the​ media, and their communities. A. Public relations B. Personal selling C. Advertising D. Telemarketing E. Sales promotions

Public relations

Which of the following statements about public relations is​ correct? A. Public relations is used only to promote products. B. Public relations is not used to engage consumers. C. The lines between advertising and public relations are becoming more blurred. D. It is difficult to integrate public relations into social media. E. The impact of public relations on public awareness comes at a much higher cost than advertising.

The lines between advertising and public relations are becoming more blurred