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

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.

Lobbying refers to a PR department maintaining relationships with shareholders and others in the financial community.

In a marketing communications mix,________ refers to any short-term incentives to encourage the purchase of a product or service.

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

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?

Which of the following types of promotion tools requires the most interaction with a customer?

Yuran Inc.,a designer and seller of lifestyle products and inexpensive furniture,has decided to engage in brand integration to advertise its products.The decision coincides with Yuran's plan to release a new line of coffee tables that fold easily and do not take up much space.What are the different ways in which Yuran can achieve brand integration?

The principle behind the percentage-of-sales method of budget setting is viewing sales as the result of advertising.

With a suitable example,show how advancements in technology help consumers avoid advertisement cluttering.What implications does this trend hold for advertisers?

Lazer Telecom,a cell phone manufacturer,has signed a contract with a production house to fund a new movie.The conditions of the agreement state that the movie will feature Lazer Telecom phones onscreen.What kind of advertising technique has Lazer Telecom most likely adopted in this example?

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

Which of the following is an example of branded entertainment?

In advertising,reach is a measure of the percentage of people in the target market who are exposed to an ad campaign during a given period of time.

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

ColaBlue,a soft drink manufacturer,is sued by an environmental group for not meeting certain safety standards in its waste disposal.ColaBlue remedies the problem by adding higher-grade filters and purifiers.Which of the following actions by ColaBlue would constitute a public-relations effort to address the effects of the lawsuit and the consequent damage to its brand image?

A company that offers an early bird discount to the first fifty purchasers of a new product is using the promotional tool of ________.

Which of the following is a shortcoming of advertising?

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

In any medium,the relevance of advertising content to an audience is less important than how many people the advertisement reaches.

An advertisement about a discount that can be availed if a product is ordered within 24 hours is an example of reminder advertising.