Chapter 11

Question 1

Promotion mix

Answer 1

A specific blend of advertising, public relations, personal selling, sales promotion and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships

Question 2

Integrated marketing communications

Answer 2

Careful integration of a company’s many communications channels to deliver a clear, consistent and compelling message about the organisation and its brands

Question 3

Push strategy

Answer 3

A promotional strategy using the salesforce and trade promotions to push the product through marketing channels to final consumers. The producer promotes the product to channel members, who in turn promote it to final consumers

Question 4

Pull strategy

Answer 4

The producer directs its marketing activities (primarily advertising and consumer promotion) towards final consumers to induce them to buy the product

Question 5

Advertising objective

Answer 5

A specific communication task to be accomplished with a specific target audience during a specific period of time

Question 6

Advertising budget

Answer 6

The dollars and other resources allocated to a product or company advertising program

Question 7

Affordable method

Answer 7

The promotion budget is set at the level the company can afford

Question 8

Percentage-of-sales method

Answer 8

The promotion budget is set at a certain percentage of current or forecasted sales

Question 9

Competitive-parity method

Answer 9

The promotion budget is set to match competitors’ outlays

Question 10

Objective-and-task method

Answer 10

The promotion budget is set by defining specific objectives and determining the promotional tasks required to achieve these objectives. The budget is set to cover the costs of these tasks

Question 11

Advertising strategy

Answer 11

Consists of two main elements: creating advertising messages and selecting advertising media

Question 12

Creative concept

Answer 12

A ‘big idea’ that will bring the message strategy to life in a distinctive and memorable way

Question 13

Execution style

Answer 13

The approach, style, tone, words and format chosen for executing the message

Question 14

Advertising media

Answer 14

The vehicles through which advertising messages are delivered to their intended audiences

Question 15

Return on advertising investment

Answer 15

The net return on advertising investment divided by the costs of the advertising investment

Question 16

Advertising agency

Answer 16

A marketing services business that assists companies in planning, preparing, implementing and evaluating all or portions of their advertising programs

Question 17

Publicity

Answer 17

Activities to promote a company, or its products, by obtaining coverage in media not paid for by the sponsor