Marketing Chapter 12
Which advertising objective is used heavily when introducing a new product category?
Informative
Which advertising objective is best suited to building selective demand?
Persuasive
One popular method of branded entertainment is ________, which embeds brands as props within other programming, for example, television shows and movies.
Product Placement
Specific promotional tools used in _______ include press releases, sponsorships, events, and web pages.
Public Relations
The public relations function of _______ is used to build and maintain national or local community relationships.
Public affairs
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.
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, 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
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function?
Development
Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer community?
Direct Marketing
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
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
Advertising appeals should have three characteristics. These characteristics are:
To be meaningful to be believable, and 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.