Chapter 12: Engaging Customers and Communicating Customer Value
Push Strategy
"pushing" a product through marketing channels to final consumers
Companies use ______________ to build good relations with consumers, investors, the media, and their communities. A. public relations B. personal selling C. advertising D. sales promotion E. telemarketing
A. public relations
Marketers now have access to fragmented media and promotion mixes to reach diverse audiences. To prevent creating a communications hodgepodge, what must marketers do? A. Develop targeted social media and digital advertising B. Adopt the concept of integrated marketing communications C. Deploy tools to facilitate customer relationship management D. Use marketing management software E. Create informative, persuasive, and distinct messaging content
B. Adopt the concept of integrated marketing communications
International marketers and advertisers face challenges not encountered domestically. The most basic issue concerns ____________. A. lack of infrastructure and technology required for social or digital advertising B. differences in languages and religious practices in multiple country markets C. the amount of adaptation required for the unique characteristics of various country markets D. government regulation and censorship in select country markets E. the difficulties in obtaining appropriate media outlets in multiple country markets
C. the amount of adaptation required for the unique characteristics of various country markets
What are the four important decisions made when developing an advertising program? List them in order. A. Setting objectives, setting the budget, developing message strategy, and determining media timing B. Setting objectives, setting the budget, determining the impact on sales and profits, and determining the return on investment C. Developing message strategy, developing message execution, selecting media, and determining media timing D. Setting objectives, setting the budget, developing strategy, and evaluating effectiveness E. Setting the budget, setting objectives, developing strategy, and evaluating effectiveness
D. Setting objectives, setting the budget, developing strategy, and evaluating effectiveness
Advertising Agency
a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
Advertising Objective
a specific communication task to be accomplished with a specific target audience during a specific period of time
Madison & Vine
a term that has come to represent the merging of advertisement and entertainment in an effort to break through clutter and create new avenues for reaching customers with more engaging messages
Native Advertising (Sponsored Content)
advertising or other brand produced online content that appears to be "native to" the web or social media site in which it is placed
Advertisement
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
Public Relations (PR)
building good relations with the company's various publics by obtaining favorable publicity, building up good corporate image, and handling or heading off unfavorable rumors, stories, and events
Integrated Marketing Communications (IMC)
carefully integrating many communication channels to deliver a clear, consistent, and compelling message about the organizations and its brands
Content Marketing
creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels
Comparative Advertising (Attack Advertising)
directly or indirectly compares the brand with one or more others
Direct and Digital Marketing
engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
Reminder Advertising
helps maintain customer relationships and keep consumers thinking about the product
Advertisement (Official Definition)
make ads and brand content so entertaining or useful that people want to watch them
Brand Integrations (Branded Entertainment)
making the brand an inseparable part of some other form of entertainment or content
Persuasive Advertising
objective is to build selective demand
Personal Selling
personal customer interactions by the firms sales force to engage customers, make sales, and build customer relationships
Percentage of Sales Method
setting the promotion budget at a certain percentage of current or forecasted sales
Affordable Method
setting the promotion budget at the level the company can afford
Objective and Task Method
setting the promotion budget based on what it wants to accomplish with promotion
Competitive Parity Method
setting the promotion budget to match competitors outlays
Sales Promotion
short term incentives to encourage the purchase or sale of a product or service
Advertising Strategy
strategy to accomplish advertising objectives consisting of creating advertising messages and selecting advertising media
Execution Style
the approach, style, tone, words, and format used for executing an advertising message
Advertising Budget
the dollars and other resources allocated to a product or a company advertising program
Return on Advertising Investment
the net return on advertising investment divided by the costs of the advertising investment
Pull Strategy
the producer directs its marketing activities toward final consumers to induce them to buy the product
Promotion Mix (Marketing Communications Mix)
the specific blend of advertising, public relations, personal selling, sales promotion, and direct and digital marketing tools that a company uses to engage consumers, persuasively communicate customer value, and build customer relationships
Advertising Media
the vehicles through which advertising messages are delivered to their intended audiences
Informative Advertising
used heavily when introducing a new product category
Which of the following statements is correct regarding marketing communications today? A. Advertisers are adopting less fragmented media and promotion mixes to reach their diverse markets. B. Advertisers are now able to engage smaller customer segments with more personalized, interactive content. C. Digital and social media have given birth to a more targeted, more social, but less engaging marketing communications. D. Marketers are reversing a trend toward digital media. E. Most marketers do not use integrated marketing communications tools or planning.
B. Advertisers are now able to engage smaller customer segments with more personalized, interactive content.
Which of the following statements is true regarding the promotion mix? A. Direct and digital marketing cannot be used to target individual consumers. B. Advertising is a personal form of marketing communication. C. Sales promotions are long-term incentives to encourage the purchase or sale of a product or service. D. Personal selling is not used to engage customers. E. The entire marketing mix must be coordinated for greatest impact.
E. The entire marketing mix must be coordinated for greatest impact.
Which of the following statements about public relations is correct? A. Public relations is not used to engage consumers. B. It is difficult to integrate public relations into social media. C. Public relations is used only to promote products. D. The impact of public relations on public awareness comes at a much higher cost than advertising. E. The lines between advertising and public relations are becoming more blurred.
E. The lines between advertising and public relations are becoming more blurred.
_____________________ are the five promotion mix tools used by marketers to communicate customer value. A. Advertising, business-to-business selling, personal selling, sales promotion, and direct and digital marketing B. Television advertising, radio advertising, online advertising, social media advertising, and outdoor advertising C. Advertising, public relations, personal selling, sales promotion, and telemarketing D. Product, price, place, promotion, and advertising E. Advertising, public relations, personal selling, sales promotion, and direct and digital marketing
E. Advertising, public relations, personal selling, sales promotion, and direct and digital marketing
Creative Concept
a compelling "big idea" that will bring an advertising message strategy to life in a distinct and memorable way