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

Surf's Up, a family-owned business, offers a free surf lesson with the purchase of any surfboard over $200 during the month of May. This is an example of which promotion mix element?

Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of a ________ strategy.

Window Concepts has introduced a new line of windows that offer the same benefits as solar panels in reducing heating and cooling costs in homes. The state-of-the-art windows will also contribute to the slowing of global warming while providing energy reliability. The company sends a team of representatives to the National Doors and Windows Trade Show to promote the new line of windows. Which promotion mix tool has Window Concepts used in this scenario?

Starbucks has signed a contract with a television production company to have its brand featured prominently in a new situation comedy about empty nesters. The conditions of the agreement state that the situation comedy will feature only the Starbucks brand of coffee. What kind of advertising technique is being used in this example?

Which of the following is the first step in developing an advertising program?

Contrast pull and push promotion mix strategies with suitable examples.

Which of the following is true of marketing strategies that are being developed in the new marketing communications model?

In advertising media selection, frequency describes the qualitative value of message exposure through a given medium.

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________.

Which of the following best describes the term "Madison and Vine"?

________ advertising primarily maintains brand relationships and is important for mature products.

A firm that sends e-mail updates to customers about new products is engaging in personal selling.

What is a promotion mix? Define the major tools used in a promotion mix.

Kronos Inc., a car manufacturer, makes a car called Hover that runs on the force generated by super magnets. Kronos is the first company to use super-magnet technology in automobile manufacturing, aiming to reduce dependency on non-renewable fuels. If Kronos plans to release television advertisements about Hover, what kind of advertising objective should it pursue when introducing the new product into the market?

When a company issues a press release to announce a sizable donation to a national charity, they are using ________ to generate goodwill and maintain a positive corporate image.

Which of the following is a shortcoming of advertising?

Usually, when using public relations, a company pays for the space or time in the media.

John works as a junior marketing executive at Frontloop Corporation. Frontloop Corporation manufactures guitars and other stringed instruments. It designs a new guitar, the Loneway, customized for the folk music genre. The company plans to attract both folk artists and folk music lovers with its advertising campaigns and decides to exclusively use mass-media marketing techniques to advertise the Loneway guitar. What arguments can John use if he wants to convince Frontloop to adopt digital media instead of television advertising?

Inglast, a chocolate producer, is faced with a class action suit when customers found pieces of plastic in boxes of cocoa powder. Inglast settles the case and then releases an advertising campaign to show the new and improved safety seals on all containers of cocoa powder. Which kind of advertisement has Inglast most likely used?

Direct marketing is the optimal promotion tool for building personal and long-lasting relationships with customers.