Exam 11: Additional Pricing Considerations

Which promotional tool is described as immediate,customised and interactive?

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states,'There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't'.This ad uses the ________ execution style.

International advertisers must determine the degree to which their global advertising should be adapted to fit the unique characteristics of various markets.

The Michelin man (car tyres),Chesty Bond (singlets)and Ronald McDonald (fast food)are examples of ________ used in successful advertising campaigns.

Pulsing means scheduling ads evenly over a given period of time.

In its advertisements,Timex promotes its affordable and sturdy watches.Fossil emphasises style and fashion in its advertisements,while Rolex stresses luxury and status.These are all examples of ________ appeals.

Integrated marketing communications encourages brand messages to be developed by different departments within an organisation.

Informative ads are used primarily in the growth stage of the product life-cycle.

A television advertisement for Herron pain relief tablets claims that all common brands of analgesic are made from the same active ingredients but that Herron is the only brand that is Australian made and owned.In the background,viewers can see a collection of other brands,some of which are identifiable from the shape of their distinctive packaging.These other brands include Panadol.This is an example of ________ advertising.

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

Suave ran ads featuring a woman with beautiful hair questioning 'Suave or Matrix? Can You Tell?' This is an example of ________.

Public relations typically captures only a small portion of the overall marketing budgets.

When selecting media,the advertiser must decide on the desired qualitative value,known as the ________,of a message through a given medium.

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

Measures of media engagement are relatively easy to obtain from standard media research companies such as Nielsen.

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

The goal of ________ is to make an advertisement so entertaining,or so useful,that people want to watch it.

One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures.

Business-to-consumer companies usually ________ more,putting more of their funds into advertising,followed by sales promotion,personal selling and then public relations.In contrast,business-to-business marketers tend to ________ more,putting more of their funds into personal selling,followed by sales promotion,advertising and public relations.

A full page advertisement in Woman's Weekly magazine costs around $69 000.Given that the magazine has a readership of 1.9 million,this magazine's cost per thousand is about $________.