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

"Brand standardization has many benefits." Counter this statement with reference to international advertising and provide an example.

Which of the following is a disadvantage of standardization of advertising messages?

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

Public relations is the form of product advertising that is most widely utilized by U.S.firms.

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

The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

Dazed is a bar which mostly plays trance music and has a dedicated day every week for local bands to perform.To build strong customer relations,Dazed sends text messages to customers,telling them about happy hours,bands playing that week,dedicated genre nights,and other activities.Which of the following promotion mix tools does Dazed employ to reach target customers in this scenario?

In the competitive-parity method of setting an advertising budget,the budget is set based on ________.

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

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

Zephyr Inc.,an electronics manufacturer,wants to enter the commercial tracking device market with its latest product,FindIt.Unlike other tracking devices,FindIt is very small and relatively cheap,but it can be used only within small areas as it has a low detection-range.Which type of advertising would be best for FindIt?

Which of the following is an example of narrowcasting using advertisements?

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?

According to the text,the most logical budget-setting method in advertising is the ________ method.

Which of the following is an effect of the advancement of technology on marketing?

Comparative advertising is a type of persuasive advertising.

Which of the following is true of personal selling?

In the context of execution styles in advertising,using an animated character that represents a product in an advertisement is an example of an endorsement.

Which technique is used by firms to deliver a unified and consistent image about their organizations and brands to consumers?

Which of the following is true of public relations?