MAR 252 ch. 12

In the promotion mix, __ refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

advertising

One reason integrated marketing communications is necessary is __.

consumers don't distinguish between content sources the way marketers do

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

Logos, stationary, 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

Which advertising objective is used heavily when introducing a new product category?

informative

One popular method of branded entertainment is __, which embeds brands as props within other programming, for example, television shows and movies.

product placement

The public relations function of __ is used to build and maintain national or local community relationships.

public affairs

Specific promotional tools used in __ include press releases, sponsorships, events, and web pages.

public relations

Companies who primarily direct their promotional activities to channel members are using a(n) __ strategy.

push

__ advertising is utilized most often by mature, well-known brands.

reminder

__ is a short-term incentive to encourage the purchase or sale of a product or service.

sales promotion

The __ message execution style shows one or more "typical" people using the product in a normal setting.

slice of life

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, to be distinctive

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

Working with donors or members of nonprofit organizations to gain financial or volunteer support presents which public relations function?

development

Specific promotional tools used in __ include direct mail, catalogs, online and social media, mobile marketing, and more.

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

When advertisers determine the qualitative value of message exposure through a given medium, they are assessing __.

media impact

Generally, __ is a company's most expensive promotional tool.

personal selling

Which advertising objective is best suited to building selective demand?

persuasive