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

Which of the following is a disadvantage of using a magazine as an advertising medium?

In an effort to better engage its younger consumers, Adidas relies entirely on digital and social media.

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

The method of setting an advertising budget typically overlooks how promotion affects sales.

Which of the following is true of public relations?

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

Traditional mass media still make up a majority of today's media mixes.

Advertising's goal is to help move consumers through the buying process.

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

A common PR tool is special events, ranging from news conferences and speeches, brand tours, and sponsorships to multimedia presentations or educational programs designed to reach and interest target publics.

The objective of advertising is to build primary demand.

Which of the following is an example of a firm utilizing public relations as a promotion tool?

How does public relations help in creating an integrated marketing communications system?

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

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

Paid media refers to promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events.

Which statement is most likely true about the affordable method of setting an advertising budget?

What are the different functions of a public relations (PR) department?

Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising methods most likely used in the VitaZing ad?

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.