Chp 12

Question 1

Promotion Mix (Marketing Communications Mix)

Answer 1

The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships

Question 2

Advertising

Answer 2

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

Question 3

Sales promotion

Answer 3

Short-term incentives to encourage the purchase or sale of a product or service.

Question 4

Personal selling

Answer 4

Personal customer interactions by the firm’s sales force to engage customers, make sales, and build customer relationships.

Question 5

Public relations (PR)

Answer 5

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.

Question 6

Direct and digital marketing

Answer 6

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Question 7

Integrating Marketing Communications

Answer 7

Consistent, clear, and compelling company and brand messages- involves advertising, personal selling, public relations, direct and digital marketing, and sales promotion

Question 8

Promotional tools- advertising

Answer 8

broadcast, print, online, mobile, outdoor, and other forms

Question 9

Pull strategy

Answer 9

the producer directs its marketing activities (primarily advertising, consumer promotion, and direct and digital media) toward final consumers to induce them to buy the product.

Question 10

Push strategy

Answer 10

involves “pushing” the product through marketing channels to final consumers. The producer directs its marketing activities (primarily personal selling and trade promotion) toward channel members to induce them to carry the product and promote it to final consumers

Question 11

Advertising objectives

Answer 11

a specific communication task to be accomplished with a specific target audience during a specific period of time (step 1)

Question 12

Major Advertising decisions

Answer 12

• Objectives setting: Communication objectives and sales objectives

-Budget decisions: affordable approach, percent of sales, competitive parity, objective and task

-Messages Decisions: Message strategy and Message execution

-Media Decisions: Impact and engagement, major media types, specific media vehicles, media timing

-Advertising evaluation: Communication impact, sales and profit impact, and return on advertising

Question 13

Informative Advertising

Answer 13

used heavily when introducing a new product category

Question 14

Communicating customer value (informative)

Answer 14

Suggesting new uses for a product

Question 15

Building a brand and company image (informative)

Answer 15

Informing the market of a price change

Question 16

Telling the market about a new product (informative)

Answer 16

Describing available services and support

Question 17

Explaining how a product works (informative)

Answer 17

Correcting false impressions

Question 18

Persuasive advertising

Answer 18

Importance as competition increases

Question 19

Building brand preference (persuasive)

Answer 19

Persuading customers to purchase now

Question 20

Encouraging switching to a brand (persuasive)

Answer 20

creating customer engagement

Question 21

Changing customer perceptions of product value (persuasive)

Answer 21

Building brand community

Question 22

Reminder advertising

Answer 22

important for mature products; it helps to maintain customer relationships and keep consumers thinking about the product

Question 23

Maintaining customer relationships (reminder)

Answer 23

Reminding consumers where to buy the product

Question 24

Reminding consumers that the product may be needed in the near future (reminder)

Answer 24

Keeping the brand in a customer’s mind during off-seasons

Question 25

Advertising budget

Answer 25

The dollars and other resources allocated to a product or a company advertising program

Question 26

Affordable Method

Answer 26

Setting the promotion budget at the level management thinks the company can afford

Question 27

Percentage-of-sales method

Answer 27

setting their promotion budget at a certain percentage of current or forecasted sales. Or they budget a percentage of the unit sales price

Question 28

Competitive-parity method

Answer 28

setting their promotion budgets to match competitors’ outlays. They monitor competitors’ advertising or get industry promotion spending estimates from publications or trade associations and then set their budgets based on the industry average.

Question 29

Objective-and-task method

Answer 29

whereby the company sets its promotion budget based on what it wants to accomplish with promotion. This budgeting method entails (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.

Question 30

Advertising strategy

Answer 30

The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media

Question 31

Madison & Vine

Answer 31

A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages

Question 32

Brand integration (Product placement)

Answer 32

involve making the brand an inseparable part of some other form of entertainment or content. The most common form of brand integration is product placements—embedding brands as props within other programming

Question 33

Creative concept

Answer 33

The compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way

Question 34

Execution styles

Answer 34

The approach, style, tone, words, and format used for executing an advertising message

Question 35

Slice of life

Answer 35

This style shows one or more “typical” people using the product in a normal setting.

Question 36

Testimonial evidence or endorsement

Answer 36

This style features a highly believable or likable source endorsing the product. It could be ordinary people saying how much they like a given product.

Question 37

Television

Answer 37

Advantages- Good mass-marketing coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses Limitations- High absolute costs; high clutter; fleeting exposure; less audience selectivity

Question 38

Digital, mobile, and social media

Answer 38

Advantages- High selectivity; low cost; immediacy; engagement capabilities Limitations- Potentially low impact; high audience control of content and exposure

Question 39

Public Relations' tools

Answer 39

News, Special Events, Written materials, audiovisual materials, corporate identity materials, and public service activities.