Chapter 12
What potential risk do marketers incur by using richer but more fragmented media and promotional mixes?
A communications hodgepodge for consumers
________ advertising is used when a company is attempting to build brand preference and prompt customers to purchase now.
Persuasive
_________ direct(s) its marketing activities (primarily advertising, consumer promotion, and direct and digital media) toward final consumers to induce them to buy the product.
A pull strategy
In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members?
A push strategy
________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function?
Development
Which of the statements is true regarding media and message decisions?
Media and message decisions should be closely coordinated.
Which of the following statements is true about public relations and a company's overall integrated marketing communications efforts?
PR should be blended smoothly with promotion activities.
Which of the following uses promotional tools such as presentations, trade shows, and incentive programs to engage customers, make sales, and build customer relationships?
Personal selling
Which of the following BEST describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships?
Promotion mix
_________ is used to build and maintain national or local community relationships and is one of the functions of public relations.
Public affairs
________ are short-term incentives to encourage the purchase or sale of a product or service.
Sales promotions
Which of the following statements about public relations is correct?
The lines between advertising and public relations are becoming more blurred.
What is the goal of advertising?
To help move consumers through the buying process
Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that __________.
companies fail to integrate their various communication channels
Over the past decade, in one campaign after another, Samsung has run ads smugly depicting iPhone owners as either disappointed in their phones or secretly envious of people using the latest Galaxy model. This is an example of ________ advertising.
comparative
The goal of integrated marketing communications is to _________.
deliver clear, consistent, and compelling messages about the organization and its brands
The goal of a push strategy is to _________.
induce channel members to carry and promote the product
Correcting false impressions and suggesting new uses for a product are objectives associated with ________ advertising.
informative
Stories, sponsorships, events, and webpages are promotional tools used in ________.
public relations
In the context of advertising media, ________ is a measure of the percentage of people in the target market who are exposed to an ad campaign during a given period of time.
reach
Firms spend ________ on personal selling as they do on advertising.
up to three times as much
Which budgeting method involves setting a company's promotion budget to match the standard outlays for the industry?
Competitive-parity method
