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

Reminder advertising is ideal for maintaining customer relationships with mature products.

Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer?

Which of the following is true of advertising in the new marketing communications model?

Advertising can reach masses of geographically dispersed buyers at a low cost per exposure.

Which of the following is true of personal selling?

The ________ style of advertising shows ordinary people clearly using a product in a normal setting.

________ advertising would most likely result in attack ads between competitors.

Integrated marketing communications involves carefully coordinating a company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

The primary objective of ________ advertising is to build selective demand.

In a promotion mix, ________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Which of the following is a disadvantage of using digital, mobile, and social media for advertising?

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded story ads," many marketers now view themselves more broadly as ________ managers.

Which of the following media is most suitable for having consumers provide input on product design or features?

A TV ad promoting how an ordinary person's life has changed due to considerable weight loss is an example of the ________ style of advertising.

Some marketers now rely almost entirely on digital and social media.

In a marketing communications mix, ________ refers to any short-term incentive that encourages the purchase or sale of a product or service.

What are the important factors that a marketer should be aware of when developing a creative concept for an advertisement?

Crest toothpaste has used a ________ style of advertising to convince buyers that Crest is better than other brands at fighting cavities.

The new marketing communications model consists of promotional mixes that are designed to make traditional mass-media obsolete.

In a promotion mix, ________ occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships.