Ch 12 Warm Up

Which of the following statements about public relations is​ correct? A. The lines between advertising and public relations are becoming more blurred. B. Public relations is used only to promote products. C. Public relations is not used to engage consumers. D. The impact of public relations on public awareness comes at a much higher cost than advertising. E. It is difficult to integrate public relations into social media.

A. The lines between advertising and public relations are becoming more blurred.

Marketers now have access to fragmented media and promotion mixes to reach diverse audiences. To prevent creating a communications​ hodgepodge, what must marketers​ do?

Adopt the concept of integrated marketing communications

​_____________________ are the five promotion mix tools used by marketers to communicate customer value.

Advertising, public​ relations, personal​ selling, sales​ promotion, and direct and digital marketing

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. Marketers are reversing a trend toward digital media. D. Digital and social media have given birth to a more​ targeted, more​ social, but less engaging marketing communications. 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. Personal selling is not used to engage customers. C. The entire marketing mix must be coordinated for greatest impact. D. Advertising is a personal form of marketing communication. E. Sales promotions are​ long-term incentives to encourage the purchase or sale of a product or service.

C. The entire marketing mix must be coordinated for greatest impact.

What are the four important decisions made when developing an advertising​ program? List them in order.

Setting​ objectives, setting the​ budget, developing​ strategy, and evaluating effectiveness

Companies use​ ______________ to build good relations with​ consumers, investors, the​ media, and their communities.

public relations

International marketers and advertisers face challenges not encountered domestically. The most basic issue concerns​ ____________.

the amount of adaptation required for the unique characteristics of various country markets