Chapter 12: Engaging Consumers and Communicating Customer Value

Question 1

The specific blend of promotion tools that the company uses to engage customers, persuasively communicate customer value, and build customer relationships

Answer 1

Promotion mix (marketing communications mix)

Question 2

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

Answer 2

Advertising

Question 3

Short-term incentives to encourage the purchase or sale of a product or a service

Answer 3

Sales promotion

Question 4

Personal customer interactions by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships

Answer 4

Personal selling

Question 5

Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Answer 5

Public relations (PR)

Question 6

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

Answer 6

Direct and digital marketing

Question 7

Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels

Answer 7

Content Marketing

Question 8

Promotional channels paid for by the marketer, including, traditional media (TV, radio, print, outdoor) and online and digital media (paid search ads, mobile ads, email marketing or web and social media display ads and sponsored content

Answer 8

Paid media

Question 9

Promotional channels owned and controlled by the company, including company Web sites, corporate blogs, owned social media sites, proprietary brand communities, sales forces and events

Answer 9

Owned media

Question 10

PR media channels, such as television, newspapers, blogs, online video sites, and other media not directly paid for or controlled by the marketer but that incorporate the content because of viewer, reader or internet user

Answer 10

Earned media

Question 11

Media shared by consumers with other consumers, such as social media, blogs mobile media, and viral channels as well as tradition word of mouth

Answer 11

Shared media

Question 12

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

Answer 12

Integrated marketing communications

Question 13

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

Answer 13

Advertising objective

Question 14

Heavily used when introducing a new product category

Answer 14

Informative advertising

Question 15

Becomes more important as competition increases; the company’s objective is to build selective demand; want to engage customers and create brand community

Answer 15

Persuasive advertising

Question 16

Important for mature products; helps to maintain customer relationships and keep customers thinking about the product

Answer 16

Reminder advertising

Question 17

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

Answer 17

Advertising budget

Question 18

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

Answer 18

Affordable method

Question 19

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

Answer 19

Percentage-of-sales method

Question 20

Setting the promotion budget to match competitors’ outlays

Answer 20

Competitive-parity method

Question 21

Developing the promotion budget by (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget

Answer 21

Objective-and-task method

Question 22

The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media

Answer 22

Advertising strategy

Question 23

A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages

Answer 23

Madison and Vine

Question 24

The compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way

Answer 24

Creative concept

Question 25

The approach, style, tone, words, and format used for presenting an advertising message

Answer 25

Execution style

Question 26

Nine execution styles

Answer 26

Slice of life 
Lifestyle 
Fantasy 
Mood or image
Musical 
Personality symbol 
Technical expertise 
Scientific evidence 
Testimonial evidence or endorsement

Question 27

This style shows one or more “typical” people using the product in a normal setting

Answer 27

Slice of life

Question 28

This style shows how a product fits in with a particular lifestyle

Answer 28

Lifestyle

Question 29

This style creates a fantasy around the product or its use

Answer 29

Fantasy

Question 30

This style builds a mood or image around the product or service, such as beauty, love, intrigue, serenity, or pride. Few claims are made about the product or service except through suggestion

Answer 30

Mood or image

Question 31

This style shows people or cartoon characters singing about the product

Answer 31

Musical

Question 32

This style creates a character that represents the product (the character might be animated or real)

Answer 32

Personality symbol

Question 33

This style shows the company’s expertise in making the product

Answer 33

Technical expertise

Question 34

This style presents survey or scientific evidence that the brand is better or better liked than one or more other brands

Answer 34

Scientific evidence

Question 35

This style features a highly believable or likeable source endorsing the product. It could be ordinary people saying how much they like a given product

Answer 35

Testimonial evidence or endorsement

Question 36

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

Answer 36

Advertising media

Question 37

Four steps in advertising media

Answer 37

Determining reach, frequency, impact and engagement

Choosing among major media types

Selecting specific media vehicles

Choosing media timing

Question 38

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

Answer 38

Return on advertising investment

Question 39

A marketing services firm that assits companies in planning, preparing, implementing, and evaluating all of portions of their advertising programs

Answer 39

Advertising agency

Question 40

6 types of Public Relations

Answer 40

Press relations or press agency 
Product publicity 
Public affairs 
Lobbying 
Investor relations 
Development

Question 41

Creating and placing newsworthy information in the news media to attract attention to a person, product or service

Answer 41

Press relations or press agency

Question 42

Publicizing specific products

Answer 42

Product publicity

Question 43

Building and maintaining national or local community relationships

Answer 43

Public affairs

Question 44

Building and maintaining relationships with legislators and government officials to influence legislation and regulation

Answer 44

Lobbying

Question 45

Maintaining relationships with shareholders and others in the financial community

Answer 45

Investor relations

Question 46

Working with donors or members of nonprofit organizations to gain financial or volunteer support

Answer 46

Development