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.