Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Media impact is the qualitative value of message exposure through a given medium.

Which of the following is true of public relations?

Greentech is launching a line of miniature solar chargers for laptops, cellphones, and other electronic devices. The chargers are compact, affordable and the green energy technology is a value-added benefit for both the company and consumers. Which of the following would qualify as an advertisement for Greentech's new solar chargers?

Newspapers, as a medium of advertising, provide poor local market coverage.

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

In a push promotion strategy, the producer promotes a product to channel members who in turn promote it to final consumers.

What are the different functions of a public relations (PR)department?

Public relations can have a strong impact on public awareness at a much lower cost than advertising can.

Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario?

Which of the following is true of direct and digital marketing?

The objective of ________ advertising is to build primary demand.

Which of the following is an example of a combination of sales promotions and direct marketing?

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business?

Which of the following best describes the personality symbol style of advertising?

What methods of setting advertising budgets are directly based on company revenues? What are the disadvantages of such methods?

Explain the use of sales promotions as a promotion mix tool.

Watson Insurance is an insurance company that provides coverage for personal property and bodily injury. The company offers customized policy options for individual customers. High levels of interaction with customers are needed so that the company can provide the best customized service possible. What kind of promotional tool will best help Watson Insurance to sell its policies to its target customers?

Persuasive advertising helps to maintain customer relationships and keep consumers thinking about the product.

In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.

Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit?