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.