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