Chapter 12 Advertising & Public Relations Quiz

Question 14 What is an advertising agency?

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.

Question 4 Define a pull strategy.

A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product. If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers.

Question 3 Define a push strategy.

A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members to induce them to carry the product and to promote it to final consumer.

Question 5 Define an advertising objective.

A specific communication task to be accomplished with a specific target audience during a specific period of time.

Question 8 Define an advertising strategy.

A strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media.

Question 9 What is Madison & Vine?

A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages.

Question 7 Match the following terms with their definitions. Affordable method - ... Percentage-of-sales method - ... Competitive-parity method - ... Objective-and-task method - ...

Affordable method - Setting the promotion budget at the level management thinks the company can afford. Percentage-of-sales method - Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price. Competitive-parity method - Setting the promotion budget to match competitors' outlays. Objective-and-task method - Developing the promotion budget by (1) defining specific objectives; (2) determining the tasks that must be performed to achieve these objectives; and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed budget.

Question 2 Define integrated marketing communications (IMC).

Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization.

Question 1 Match the following terms with their definition. Promotion mix (marketing communications mix) - ... Advertising - ... Personal selling - ... Direct marketing - ...

Promotion mix (marketing communications mix) - The specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service. Personal selling - Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships. Public relations - 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. Direct marketing - Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Question 11 In terms of advertising, what is an execution style?

The approach, style, tone, words, and format used for executing an advertising message.

Question 10 Define a creative concept.

The compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way.

Question 6 Define an advertising budget.

The dollars and other resources allocated to a product or company advertising program.

Question 13 How is return on advertising investment calculated?

The net return on advertising investment divided by the costs of the advertising investment.

Question 12 What is an advertising media?

The vehicles through which advertising messages are delivered to their intended audiences.

Question 15 Public relations uses several tools such as: news, special events, written materials and public service activities.

True