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