Chapter 12 - Advertising and Public Relations

Question 1

Advertising

Answer 1

Any paid form of nonpersonal promotion by an identified sponsor

Question 2

Sales Promotion

Answer 2

Short‑term incentives to encourage purchase

Question 3

Personal Selling

Answer 3

Personal presentation by the firm’s sales force

Question 4

Public Relations (PR)

Answer 4

Building good relations with the company’s various publics by obtaining favorable publicity, and building up a good corporate image

Question 5

Direct and Social Media Marketing

Answer 5

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships

Question 6

Integrated Marketing Communications (IMC)

Answer 6

Integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

Question 7

Push Strategy

Answer 7

A promotion strategy that calls for using the sales force and trade promotion to push the product through channels; the producer promotes the product to channel members that in turn promote it to final consumers; business-to-business

Question 8

Pull Strategy

Answer 8

A promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channel; business-to-customer

Question 9

Affordable Method

Answer 9

Setting the promotion budget at the level management thinks the company can afford

Question 10

Percentage-of-Sales Method

Answer 10

Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

Question 11

Competitive-Parity Method

Answer 11

Setting the promotion budget to match competitors’ outlays

Question 12

Objective-and-Task-Method

Answer 12

Developing the promotion budget by defining specific objectives, determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks

Question 13

Advertising Appeals

Answer 13

Should have the three characteristics of being meaningful, believable, and distinctive

Question 14

Slice of Life

Answer 14

Shows one or more “typical” people using the product in a normal setting

Question 15

Lifestyle

Answer 15

Shows how a product fits in with a particular lifestyle

Question 16

Fantasy

Answer 16

Creates a fantasy around the product or its use

Question 17

Mood or Image

Answer 17

Builds a mood or image around the product or service, such as beauty, love, or serenity

Question 18

Musical

Answer 18

Shows people or cartoon characters singing about the product

Question 19

Personality Symbol

Answer 19

Creates a character that represents the product

Question 20

Technical Expertise

Answer 20

Shows the company’s expertise in making the product

Question 21

Scientific Evidence

Answer 21

Presents survey or scientific evidence that the brand is better or better liked than one or more other brands

Question 22

Testimonial Evidence or Endorsement

Answer 22

Features a highly believable or likable source endorsing the product