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
The promotion mix
Which promotion tool offers short-term incentives to encourage the purchase or sale of a product or service?
Although other promotion tools such as personal selling and direct marketing also have the goal of generating sales, sales promotions often are the incentives offered to achieve that goal.
Which of the following is NOT a factor in the changes occurring in today's marketing communications?
Mass media no longer capture the majority of promotional budgets.
The promotional tool that results in the most credible and believable message is:
Public relations activities that result in news stories capitalize on the credibility of the news media; consumers view the information as more believable than advertising.
All of the following are important decisions during the process of developing an advertising program EXCEPT which one?
select a target market
A _____ strategy calls for promoting extensively to final consumers. When effective, consumers will ask their retailers for the product, the retailers will then ask the wholesalers for it, who ultimately ask the producers for it.
Advertising and sales promotions directed toward final consumers incite desire for the product and consumer demand "pulls" the product through the channels.
Which of the following are the three characteristics an advertising appeal should have?
Meaningful, believable, and distinctive
LED televisions are relatively new products on the market. There are not many competitors and many consumers are not aware of the benefits that come along with the high price tag. Which type of advertising would be appropriate at this stage?
Informative advertising is used heavily when introducing a new product category.
The most logical method of setting a promotion budget is the ______ method, whereby the company sets its budget on what it wants to accomplish with the promotion.
Although the objective-and-task method is the best method of budget setting, it is also the most difficult to use as tasks, and the costs of performing tasks, must be accurately estimated
An ad shows how a college student uses her laptop to take notes during class, send email to her grandparents, pay bills online, and research a paper. Which execution style is being used?
The slice-of-life execution style shows one or more "typical" people using the product in a normal setting.
The measure of how many times the average person in the target market is exposed to the message is called:
Typically, a minimum average frequency of 3 is desired during a four week period for established brands; new products obviously require greater frequency.
News features, speeches, and special events are tools of particular value to ________.
public relations professionals
You want an advertising medium that offers high audience selectivity, flexibility, no adcompetition within the same medium, and allows personalization. Which medium would be best?
Public relations departments may perform all of the following functions EXCEPT:
Public relations involves building good relations with the company's various publics by obtaining favorable publicity, building up a good "corporate image," and handling or heading off unfavorable rumors, stories, and events. Product advertising is usually handled by marketing personnel
Procter & Gamble encourages customers to discuss its products with each other online through various blogs. Many of the conversations are initiated by P&G, which is an example of which public relations tool?
Buzz marketing takes advantage of social networking processes by getting consumers themselves to spread information about a product or service to others in their communities.