Marketing study guide

What is the goal of advertising?

To help move consumers through the buying process

In place of traditional media, marketers are using ___________________ to engage smaller customer segments with more personalized, interactive content.

a broad selection of more specialized and highly targeted media

A company's total promotion mix, also called its marketing communications mix, consists of the specific blend of five tools:

advertising, personal selling, sales promotion, public relations, and direct and digital marketing

What potential risk do marketers incur by using richer but more fragmented media and promotional mixes?

A communications hodgepodge for consumers.

___________________ 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 in direct marketing activities (primarily personal selling and trade promotion) toward channel members?

A push strategy

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

Which of the following statements is correct regarding marketing communications today?

Advertisers are now able to engage smaller customer segments with more personalized, interactive content.

_____________ 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

What are three major factors changing the face of today's marketing communications?

Changes in consumers, changes in marketing strategies, and sweeping changes in digital technologies

What are the two major elements in developing advertising strategy?

Creating advertising messages and selecting advertising media

Press releases, sponsorships, events, and web pages are tools used by which element of the promotion mix?

Public relations

Ideally, integrated marketing communications should achieve which of the following?

Deliver a clear, consistent, and compelling company and brand message.

Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function?

Development

Firms seeking immediate response from targeted individual consumers and consumer communities use ____________ marketing tools to engage consumers and cultivate relationships with them.

Direct and digital

Catalogs, online and social media, and mobile marketing are some of the specific promotional tools used in ______________________.

Direct and digital marketing

__________________ uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Direct and digital marketing

Advertising decisions involve multiple steps culminating in the measurement of the sales effects of advertising or brand content. Which of the following considers return on investment?

Evaluation

Which of the following accurately represent the three characteristics of advertising appeals?

To be meaningful, to be believable, and to be distinctive

Which of the following accurately describes a company's efforts to engage customers, persuasively communicate customer value, and build relationships?

Marketing mix

Which of the statements is TRUE regarding media and message decisions?

Media and message decisions should be closely coordinated.

___________________ must be closely coordinated for maximum campaign effectiveness.

Message decisions and media decisions

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

________________ advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now.

Persuasive

Public relations involves building good relations with the company's various publics. What are all of the functions it includes?

Press agency, product publicity, public affairs, lobbying, investor relations, and development

Which PR tool is used to create and place newsworthy information in the news media to attract attention to a person, product, or service?

Press relations

________________ is used to build and maintain national or local community relationships and is one of the functions of public relations.

Public affairs

Press releases, sponsorships, events, and web pages are promotional tools used in ___________.

Public relations

Which advertising objective is best suited to maintaining customer relationships and for more mature products?

Reminder

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

Setting objectives, setting the budget, developing strategy, and evaluation effectiveness

Which of the following statements is true regarding the promotion mix?

The entire marketing mix must be coordinated for the greatest impact

Which of the following about public relations is correct?

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

Which of the following statements about public relations is correct?

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

Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that _______________.

consumers don't distinguish between content sources the way marketers do

The goal of integrated marketing communications is to __________________.

deliver clear, consistent, and compelling messages about the organization and its brands

The major steps in advertising media selection are (1) ______________; (2) choosing among media types; (3) selecting specific media vehicles; and (4) choosing media timing.

determining reach, frequency, impact, and engagement

A company may use the promotion mix, also called its marketing communications mix, to ____________________

engage customers, persuasively communicate customer value, and build customer relationships

The goal of a push strategy is to _______________.

induce channel members to carry and promote the product.

Companies use _______ to bring together their many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

integrated marketing communications (IMC)

New digital and social media have given birth to a _____________________.

more targeted, social, and engaging marketing communications model

The firm's PR should be blended smoothly with other promotion activities within the company's ________________.

overall integrated marketing communications effort

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

public relations

As with the other promotion tools, in considering when and how to use product public relations, the best thing management should do is ___________________.

set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results

Advertisers should first _____________ to determine whether the advertising is supposed to inform, persuade, or remind buyers.

set clear objectives

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

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

Major advertising involve decisions about ___________________________.

the objectives, the budget, the message, the media, and the evaluation of results