Question 1

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

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Question 2

In large companies, advertising is typically handled by an individual in the sales department.

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In large companies, advertising is typically handled by a separate department, often called the marketing department.

Question 3

Describe public relations and three of its main functions.

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Question 4

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

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Question 5

International advertisers must determine the degree to which their global advertising should be adapted to fit the unique characteristics of various markets.

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International advertising must take into consideration the cultural, linguistic, social, and economic differences of various markets, leading to the need for adaptation and localization of advertising messages.

Question 6

Identify and describe the three characteristics advertising appeals should have.

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Question 7

Marketers can choose from two basic promotion mix strategies-push promotion or pull promotion.Compare these two strategies.

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Question 8

Advertising standardization for global brands allows for lower costs in advertising and a more consistent worldwide brand image.

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Standardization of advertising for global brands means using the same messaging, creative, and media across different markets. This reduces the need for creating market-specific campaigns and ensures a consistent brand image worldwide. As a result, advertising costs are lowered, and the brand becomes easily recognizable globally.

Question 9

Marketing management must make four important decisions when developing an advertising program.Name and describe these four decisions.

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Question 10

Pulsing means scheduling ads evenly over a given period of time.

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Pulsing refers to an advertising strategy that combines continuous and flighting strategies, where ads are scheduled at a base level for continuity but are intensified during certain periods.

Question 11

Identify four of the major media types and identify some of the strengths and weaknesses of each type.

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Question 12

How are advertising and direct marketing different?

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Question 13

A company's marketing communications mix-also called its promotion mix-blends five different tools.Name and define these tools.

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Question 14

A company typically spends comparable budgets on public relations and advertising.

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Generally, advertising budgets are much higher than public relations budgets.

Question 15

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.

Accepted Answer

The increased use of online social networks and video sharing has actually increased the need for advertising standardization for global brands, as they need to ensure that their message is consistent and culturally appropriate across various regions and audiences.

Question 16

Name and describe the four major steps in media selection.

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Question 17

The creative team must find the best way to execute an advertising message.Name and describe three of these styles of execution.

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Question 18

Today's advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailer's own employees can.

Accepted Answer

Advertising agencies have professionals who specialize in various aspects of advertising and marketing. They have the necessary skills, expertise, and experience to perform tasks such as market research, media planning, creative direction, copywriting, and public relations. As a result, they can often perform advertising tasks better than a producer or retailer's own employees can.

Question 19

A company's website can be an important public relations vehicle.

Accepted Answer

A company's website can serve as a platform to communicate with stakeholders and the public, showcase their products or services, and build their brand image. It can also provide transparency and credibility to the company. Therefore, having an effective website can contribute to the company's public relations efforts.

Question 20

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

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Quiz 12: Communicating Customer Value: Advertising and Public Relations