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Transcript
CHAPTER 12 CRS Questions & Answers COMMUNICATING CUSTOMER VALUE: Advertising, Sales Promotion, and Public Relations The promotional tool that results in the most credible and believable message is: 1. Advertising 2. Personal selling 3. Public relations 4. Direct Marketing Copyright 2007, Prentice-Hall Inc. 12-2 The promotional tool that results in the most credible and believable message is: 1. Advertising 2. Personal selling 3. Public relations 4. Direct Marketing Public relations activities that result in news stories capitalize on the credibility of the news media; consumers view the information as more believable than advertising. Copyright 2007, Prentice-Hall Inc. 12-3 Your firm decides to use product placement within a soon-to-be released video game as one method of reaching the teen market. This decision would be an example of: 1. Integrated marketing communications 2. Narrowcasting 3. Public relations 4. Broadcasting Copyright 2007, Prentice-Hall Inc. 12-4 Your firm decides to use product placement within a soon-to-be released video game as one method of reaching the teen market. This decision would be an example of: 1. Integrated marketing communications 2. Narrowcasting 3. Public relations 4. Broadcasting Narrowcasting occurs when marketers add highly specialized and targeted media to reach smaller customer segments. Copyright 2007, Prentice-Hall Inc. 12-5 The Cromer Manufacturing Company has initiated an aggressive coupon program to boost sales. Which of the following promotional tools is Cromer employing? 1. Advertising 2. Sales promotion 3. Public relations 4. Direct marketing Copyright 2007, Prentice-Hall Inc. 12-6 The Cromer Manufacturing Company has initiated an aggressive coupon program to boost sales. Which of the following promotional tools is Cromer employing? 1. Advertising 2. Sales promotion 3. Public relations 4. Direct marketing Sales promotions offer strong incentives to purchase now. Contests, rebates, premiums, and many other forms exist. Copyright 2007, Prentice-Hall Inc. 12-7 A _____ strategy calls for promoting extensively to final consumers. When effective, consumers will ask their retailers for the product, the retailers will then ask the wholesalers for it, who ultimately ask the producers for it. 1. 2. 3. 4. public relations push pull partner Copyright 2007, Prentice-Hall Inc. 12-8 A _____ strategy calls for promoting extensively to final consumers. When effective, consumers will ask their retailers for the product, the retailers will then ask the wholesalers for it, who ultimately ask the producers for it. 1. 2. 3. 4. public relations push pull partner Advertising and sales promotions directed toward final consumers incite desire for the product, and consumer demand “pulls” the product through the channels. Copyright 2007, Prentice-Hall Inc. 12-9 The most logical method of setting a promotion budget is the ________ method, whereby the company sets its budget on what it wants to accomplish with the promotion. 1. objective-and-task 2. percentage-of-sales 3. affordable 4. competitive-parity Copyright 2007, Prentice-Hall Inc. 12-10 The most logical method of setting a promotion budget is the ________ method, whereby the company sets its budget on what it wants to accomplish with the promotion. 1. objective-and-task 2. percentage-of-sales 3. affordable 4. competitive-parity Although the objective-and-task method is the best method of budget setting, it is also the most difficult to use as tasks, and the costs of performing tasks, must be accurately estimated. Copyright 2007, Prentice-Hall Inc. 12-11 The public perceives your product and those of your competitors as being fundamentally identical. Your best advertising choice to respond to this problem is: 1. Informative advertising 2. Reminder advertising 3. Comparative advertising 4. None of the above Copyright 2007, Prentice-Hall Inc. 12-12 The public perceives your product and those of your competitors as being fundamentally identical. Your best advertising choice to respond to this problem is: 1. Informative advertising 2. Reminder advertising 3. Comparative advertising 4. None of the above Comparative advertising is a specific form of persuasive advertising that seeks to build selective demand for a brand by comparing it directly or indirectly to the competition. Copyright 2007, Prentice-Hall Inc. 12-13 An ad shows how a college student uses her laptop to take notes during class, send email to her grandparents, pay bills online, and research a paper. Which execution style is being used? 1. Fantasy 2. Lifestyle 3. Slice-of-life 4. Technical expertise Copyright 2007, Prentice-Hall Inc. 12-14 An ad shows how a college student uses her laptop to take notes during class, send email to her grandparents, pay bills online, and research a paper. Which execution style is being used? 1. Fantasy 2. Lifestyle 3. Slice-of-life 4. Technical expertise The slice-of-life execution style shows one or more “typical” people using the product in a normal setting. Copyright 2007, Prentice-Hall Inc. 12-15 The measure of how many times the average person in the target market is exposed to the message is called: 1. Reach 2. Frequency 3. Impact 4. Exposures Copyright 2007, Prentice-Hall Inc. 12-16 The measure of how many times the average person in the target market is exposed to the message is called: 1. Reach 2. Frequency 3. Impact 4. Exposures Typically, a minimum average frequency of 3 is desired during a 4 week period for established brands; new products obviously require greater frequency. Copyright 2007, Prentice-Hall Inc. 12-17 In terms of sales promotion techniques, which of the following is the most effective but also the most expensive way to help introduce a new product? 1. Sampling 2. Rebates 3. Coupons 4. Sweepstakes Copyright 2007, Prentice-Hall Inc. 12-18 In terms of sales promotion techniques, which of the following is the most effective but also the most expensive way to help introduce a new product? 1. Sampling 2. Rebates 3. Coupons 4. Sweepstakes Sampling – offering a trial of the product for free or at very low cost – is a highly effective technique because it allows buyers to try the product virtually risk-free. Copyright 2007, Prentice-Hall Inc. 12-19 If you were going to launch a new movie based on a popular children’s book, which of the following would likely be the least effective public relations activity for this purpose? 1. Premiere movie screening at Disney World 2. News releases and video clips sent to newspapers and TV stations 3. News conference with movie stars in attendance 4. Speeches to educators and city officials Copyright 2007, Prentice-Hall Inc. 12-20 If you were going to launch a new movie based on a popular children’s book, which of the following would likely be the least effective public relations activity for this purpose? 1. Premiere movie screening at Disney World 2. News releases and video clips sent to newspapers and TV stations 3. News conference with movie stars in attendance 4. Speeches to educators and city officials Given the audience targeted, speeches would be relatively ineffective at creating news. Copyright 2007, Prentice-Hall Inc. 12-21