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

In a marketing communications mix, refers to any short-term incentive that encourages the purchase or sale of a product or service.

Which of the following is a disadvantage of using digital, mobile, and social media for advertising?

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?

The early manufacturers of electric vehicles (EVs) first had to invest in _ advertising to make the market aware of the economic and performance benefits.

In a promotion mix, involve(s) personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Standardization produces many benefits-lower advertising costs, greater global advertising coordination, and a more consistent worldwide image.

John Deere's sales force working with Lowe's, Home Depot, Home Hardware, and other independent dealers, and other channel members to promote their products to final consumers is an example of a push promotion strategy.

Product placement is a form of brand integration.

Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit?

The primary objective of advertising is to build selective demand.

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

Trendy Appliances has introduced a new product, Minute Yogurt, into the yogurt maker appliance market. Minute Yogurt differs from competitive offerings because it takes a minute to blend and a minute to clean. Which type of advertising would be best for promoting Minute Yogurt?

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

In a promotion mix, performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavourable rumors and events.

Native advertising refers to advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a Web or social media platform.

Which of the following is true of advertising in the new marketing communications model?

Despite the shift toward digital media, traditional mass media still capture a sizable share of the promotion budgets of most major marketing firms.

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

The aim of _ is to make ads and brand content so engaging or useful that people want to watch them.

tends to legitimize products, is very expressive, allows brand or company dramatization, and can build up a long-term image for a product.