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