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Communicating Customer Value: Integrated Marketing Communications Strategy

the promotion mix

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 ________.


Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

strategic positioning

Which of the following is not an aspect of the promotion mix?

broadcasting; narrowcasting

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.

television offers a high cost per exposure

All of the following are reasons that marketers are losing confidence in television advertising except ________.

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

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.

the same message, look, and feel

With the use of integrated marketing communications, a company's mass-market advertisements, Web site, e-mail, and personal selling communications all have ________.

personal selling

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?

Sales promotion

________ consists of short-term incentives to encourage the purchase or sale of a product or service.

direct marketing

Which type of promotional tool is nonpublic, immediate, customized, and interactive?

pull; push

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.

Advertising objectives

________ define the task that advertising must do with a specific target audience during a specific period of time.

Informative advertising

________ is used heavily when introducing a new product category. The objective is to build primary demand.

comparative advertising

Persuasive advertising becomes ________ when a company directly or indirectly compares its brand with one or more other brands.

set its advertising budget

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.

the integrated method

A company decides on its promotion budget by using four common methods to set the total budget for advertising. What is not one of these methods?

competitive-parity method

Which method of setting an advertising budget relies on analyzing competitors' spending?

media planning

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.

Consumers have more choices about what to watch or not watch.

The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers?

customer benefits

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.


The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two.


Ads that are built around dream themes use which type of execution style?

deciding on format elements

Which of the following is not one of the major steps in media selection?

network television

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except ________.

audience quality

In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicle's ________.


Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.

appeal to different demographics differ

Which of the following is not a benefit of standardized global advertising?

public relations

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________.

Public relations professionals

________ use several tools, including the news, speeches, and special events.

personal selling

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 ________.

public relations

Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use?

affordable method

Chris Stemen, the owner of an independent gift store, is developing an advertising budget. Chris has totaled his company's revenues and deducted operating expenses and capital outlays. He intends to use a percentage of the remaining funds for advertising. Which budget setting method is Chris using?


You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of ________.

buzz marketing

The public relations department at a manufacturer of a variety of technological devices has been charged with developing inexpensive methods of building and maintaining brand awareness and excitement. To begin with, the public relations department has recruited consumers who are early adopters of technological devices to spread the word about the company's new products. This is an example of the public relations tool of ________.

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