Deck 12: Communicating Customer Value: Advertising and Public Relations

Question 1

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.
marketing; media
media; sales
narrowcasting; broadcasting
broadcasting; narrowcasting
advertising; word-of-mouth

Answer 1

broadcasting; narrowcasting

Question 2

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.
communications channels that should be integrated under the concept of integrated marketing communications
communications channels focused more on narrowcasting than broadcasting
promotional tools used for push strategies but not pull strategies
promotional tools used for pull strategies but not push strategies
promotional tools adapted for use in mass marketing

Answer 2

communications channels that should be integrated under the concept of integrated marketing communications

Question 3

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.
direct marketing
sales promotion
personal selling
public relations
publicity

Answer 3

sales promotion

Question 4

________ is the company's most expensive promotion tool.
Advertising
Personal selling
Mass media
Public relations
Publicity

Question 5

Some argue that factors like high costs will cause the old mass-media communications model to be abandoned in favour of ________.
public relations
direct marketing
push and pull strategies
new technologies
buzz marketing

Question 6

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.
public relations
direct marketing
the Internet and other technologies
mass market media
informative advertising

Question 7

Which of the following is a factor in the changes occurring in today's marketing communications?
Mass markets have consolidated, and marketers are shifting towards mass marketing.
Improvements in communication technologies are changing how companies and customers communicate with each other.
Companies sometimes invest millions of dollars in the mass media.
Mass media no longer capture the majority of promotional budgets.
Consumers tend to make rash decision based on impulse.

Question 8

Companies are challenged with the changing face of today's marketing communications.Change in which of the following is one of the factors?
media
competitors
micromarkets
consumers
advertising

Question 9

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?
sales promotion
personal selling
direct marketing
public relations
search engine optimization

Question 10

Which of the following are major categories in the promotion mix?
advertising, sales promotion
sales promotion, positioning
positioning, public relations
positioning, advertising
advertising, indirect marketing

Question 11

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact.Which of the following are included in the entire marketing mix?
product, competitor
competitor, price
price, intermediaries
intermediaries, place
promotion, price

Question 12

More companies are adopting the concept of ________, which carefully coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
integrated marketing communications
integrated personal selling
integrated competitive methods
nonpersonal communication channels
buzz marketing

Question 13

Which of the following is the best reason explaining why marketers are maintaining confidence in television advertising?
Ad clutter is increasing.
TV and other mass media still capture the lion's share of promotional budgets.
Many viewers are using DVRs.
Many consumers are using different media to watch programs.
TV audience size is on the decline.

Question 14

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
sales promotion
direct marketing
advertising
personal selling
public relations

Question 15

Which of the following is an example of a media that an advertiser might use to reach larger customer segments?
cable television channels
e-mail
blogs
network television
online social networks

Question 16

Advertising has many advantages.What is one of them?
It is impersonal.
It can be very costly.
It slowly reaches many people.
It carries on one-way communication with the audience.
It does not make audiences feel the need to respond.

Question 17

Which of the following best explains why companies often fail to integrate their various communications to consumers?
Historically, consumers have been able to distinguish between message sources.
Public relations is usually given priority over advertising.
Communications often come from different parts of the company.
Personal selling and sales promotion are in direct conflict.
Companies have failed to understand the concept of brand contact.

Question 18

Integrated marketing communications require a company's mass-market advertisements, website, e-mail, and personal selling communications to all have ________.
equal portions of the advertising budget
independent communications directors
separate marketing objectives
the same target audience
the same message, look, and feel

Question 19

To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________.
advertising agency
marketing communications director
public relations specialist
personal sales force
media buyer

Question 20

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.
direct marketing
integrated marketing
the promotion mix
competitive marketing
target marketing

Question 21

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?
mass-market advertising
segmented advertising
sales promotion
public relations
personal selling

Question 22

Which of the following statements does not describe direct marketing?
Direct marketing is interactive.
Direct marketing is customized to the target audience and immediate.
Messages are directed at the mass public audience.
Direct marketing allows a dialogue between the marketing team and the consumer.
Building one-to-one customer relationships is a key benefit of direct marketing.

Question 23

________ becomes more important as competition increases.The company's objective is to build selective demand.
Persuasive advertising
Informative advertising
POP promotion advertising
Patronage advertising
Reminder-oriented advertising

Question 24

"Buy it now" is the message of ________.
personal selling
advertising
a nonpersonal communication channel
sales promotion
publicity

Question 25

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.
objectives
budgets
strategies
campaigns
evaluations

Question 26

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.
pull; push
push; pull
pulse; pull
continuity; pulse
pulse; continuity

Question 27

Which promotional tool is described as less public, immediate, customized, and interactive?
segmented advertising
sales promotions
public relations
brand contacts
direct marketing

Question 28

Which of the following are important decisions during the process of developing an advertising program?
setting advertising objectives, setting the advertising budget
setting the advertising budget, selecting a target market
selecting a target market, developing advertising strategy
selecting a target market, evaluating campaigns
evaluating advertising campaigns, starting over

Question 29

Which method of setting an advertising budget is based on analyzing competitors' spending?
affordable method
percentage-of-sales method
competitive-parity method
objective-and-task method
integrated method

Question 30

Which promotional mix strategy directs marketing efforts toward market channel members?
push
blitz
pull
buzz
pulse

Question 31

Sales promotion features a wide assortment of tools.Which is one set of these tools?
contests, catalogues
catalogues, premiums
catalogs, coupons
coupons, contests
dealer warranties, coupons

Question 32

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands.
informative advertising
reminder advertising
attack advertising
POP promotion advertising
institutional advertising

Question 33

Which promotional mix strategy directs marketing efforts toward final consumers?
push
blitz
pull
buzz
pulse

Question 34

A product in the maturity stage will often require ________ advertising.
informative
comparative
persuasive
reminder
cooperative

Question 35

A company decides on its promotion budget by using four common methods to set the total budget for advertising.What are two of these methods?
the affordable method, the integrated method
the percentage-of-sales method, the integrated method
the integrated method, objective-task method
the integrated method, the competitive-parity method
the objective-and-task method, affordable method

Question 36

Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.
percentage-of-sales
affordable
competitive-parity
objective-and-task
moving-average

Question 37

________ is used heavily when introducing a new product category.The objective is to build primary demand.
Persuasive advertising
Informative advertising
Comparative advertising
Patronage advertising
Institutional advertising

Question 38

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.
percentage-of-sales
affordable
competitive-parity
objective-and-task
regression

Question 39

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.
set its advertising budget
evaluate ad campaigns
develop an ad strategy
make message decisions
make media decisions

Question 40

Advertising ________ can be classified by primary purpose-whether the aim is to inform, persuade, or remind.
objectives
budgets
evaluations
campaigns
logos

Question 41

________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.
Execution styles
Message strategy statements
Creative concept strategies
Advertising appeals
Branded entertainment plans

Question 42

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.
Reach
Qualitative value
Impact
Premium
Frequency

Question 43

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising?
YouTube webisodes
YouTube consumer-generated messages
multiple mini-campaigns
consumer-driven promotions
competitive consumer messages

Question 44

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.
consumer trends
competitors' weaknesses
competitors' strengths
customer benefits
consumer emotions

Question 45

The goal of advertising as entertainment is for __________ to become a part of the entertainment rather than interrupting it.
branded entertainment
advertainment
audience engagement
brand messages
testimonial endorsement

Question 46

To succeed, an advertisement must ________.
have a significant budget
be placed during prime time
be high frequency
interrupt or disrupt
gain attention and be engaging

Question 47

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.
percentage-of-sales
affordable
competitive-parity
objective-and-task
exponential smoothing

Question 48

________ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers.
Eliminating advertising clutter
Message strategy
Media opportunity
Rewarding consumers
Selecting the medium

Question 49

After creating message strategy statements, the advertiser must develop a(n) ________ that will bring the message strategy to life in a distinctive and memorable way.
creative concept
customer strategy
customer benefit
execution style
media vehicle

Question 50

The Geico gecko and Tony the Tiger are examples of ________ used in successful advertising campaigns.
slice of life appeals
creative endorsements
testimonials
celebrity spokespeople
personality symbols

Question 51

Today, which of the following is often a more important element of developing an advertising strategy than the creative elements of the campaign?
selecting the right advertising media
using sophisticated statistical models
setting advertising objectives
evaluating advertising campaigns
setting the advertising budget

Question 52

A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________.
Madison & Vine
Hollywood & Vine
Hollywood & Madison
Saks Fifth Avenue
Hollywood and Wall Street

Question 53

Product placement in television programs and movies is an example of ________.
branded entertainment
advertainment
lifestyle execution
mood execution
consumer generated content

Question 54

Which of the following are the three characteristics an advertising appeal should have?
engaging, informative, and stylish
trendy, compelling, and appealing
meaningful, believable, and distinctive
unique, emotional, and entertaining
humorous, memorable, and interesting

Question 55

What is the first element that a reader typically notices in a print ad?
copy
illustration
headline
logo
color

Question 56

________ is the message execution style that depicts one or more typical people using the product in a normal setting.
Lifestyle
Fantasy
Slice of life
Personality symbol
Testimonial evidence

Question 57

Which of the following are some of the major steps in selecting advertising media?
deciding on reach, frequency, and impact, choosing among major media types
choosing among major media types, selecting target markets
selecting specific media vehicles, deciding on format elements
deciding on format elements, selecting target markets
deciding on format elements, deciding on timing

Question 58

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.
the affordable method of setting a promotion budget
the competitive-parity method of setting a promotion budget
using humor to capture audience attention and interest
implementing branded entertainment
media planning

Question 59

Ads that are built around dream themes use which type of execution style?
mood or image
musical
fantasy
slice of life
scientific evidence

Question 60

VOD (video on demand) and DVRs (digital video recorders) present which of the following problems for marketers?
Consumers are watching less television.
Consumers have difficulty attending to specific advertising messages due to advertising clutter.
Audiences are less interested in media consumption.
Consumers have more choices about what to watch or not watch.
Television advertising is becoming more expensive.

Question 61

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.
continuity
pulsing
hard hitting
sequencing
segmenting

Question 62

30 Rock and Hockey Night in Canada are both examples of ________, specific media within a general media type.
alternative media
major media
media vehicles
media multitaskers
micromedia

Question 63

A.Y.McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________.
sales promotion
personal selling
public relations
direct marketing
advertising

Question 64

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively.Which of the following purchase options ignores this shift?
outdoor advertising
cable television
network television
digital satellite television systems
Internet advertising

Question 65

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services.In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company.
public relations message
brand contact
advertisement
logo
media vehicle

Question 66

The media planner looks both at the total cost of using a medium and at the ________.
cost per thousand persons reached
cost of premium offers
cost of the magazine it is using
opportunity cost
continuity cost

Question 67

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________.
message strategy
press relations
press agencies
public relations
a mass market strategy

Question 68

La-Z-boy makes recliner armchairs.The company places some of its La-Z-boy chairs in a movie theatre.This is an example of what type of media?
alternative media
major media
media vehicles
media multitaskers
micromedia

Question 69

________ means scheduling ads evenly within a given period.________ means scheduling ads unevenly over a given time period.
Pulsing; Continuity
Continuity; Seasonal
Continuity; Pulsing
Pulsing; Seasonal
Sequencing; Routing

Question 70

Which of the following functions is least likely to be performed by a public relations department?
product publicity
lobbying
public affairs
investor relations
media vehicle selection

Question 71

News features, speeches, and special events are tools of particular value to ________.
advertising agencies
advertising specialists
public relations professionals
media buyers
media planners

Question 72

An e-mail from Amazon.ca offers free shipping on your next purchase of more than $35.This is an example of ________.
sales promotion
personal selling
public relations
an advertising objective
a push strategy

Question 73

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors.First, the planner should evaluate the media vehicle's ________.
audience quality
audience attention
editorial quality
market coverage
pass-along audience

Question 74

Advertising programs ________ from country to country.
usually are adapted
remain about the same
are rarely negotiated
are impossible to compare
are usually comparable

Question 75

When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________.
public affairs
press relations
product publicity
development
lobbying

Question 76

Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are all examples of ________ that help a company create an identity the public immediately recognizes.
direct marketing
social marketing
public service activities
corporate identity materials
special events

Question 77

One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures.
sales and profit
promotion and cost
communication
loyalty
interest and return

Question 78

Large companies might use _________ to organize and deliver their advertising strategies.
lower advertising costs
greater global advertising penetration
higher appeal to varying demographics
consistent worldwide image
advertising agencies

Question 79

For many years, ________ have dominated the media mix used by national advertisers.
radio and television
television and magazines
direct mail and billboards
radio and digital media
newspapers and direct mail

Question 80

When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium.
reach
media engagement
media impact
exposure costs
frequency