Chapter 12 Marketing Export

Question 1

What is the blend of a promotion/marketing communications mix of tools?

Answer 1

Advertising, Sales Promotion, Personal Selling, Public Relations(PR)

Question 2

What does a company’s total promotion mix consist of and do?

Answer 2

tools the company uses to engage, communicate customer value, and build customer relationship

Question 3

What are the factors changing today’s marketing communications?

Answer 3

changing consumers, changing marketing strategies, advancements in digital technology

Question 4

How do content marketing managers operate?

Answer 4

create, insipire, and share brand messages and conversations

Question 5

What are the steps in developing effective marketing communication?

Answer 5

identify the target audience, determine the communication objectives, design the message, choose the media to send the message, select message source and collect feedback

Question 6

What are the steps in identifying the target audience?

Answer 6

what will be said, how it will be said, when it will be said, where it will be said, who will say it

Question 7

What are the stages in buyer-readiness?

Answer 7

awareness,knowledge,liking,preference,conviction,purchase

Question 8

How does rational appeal relate in message content?

Answer 8

relates to audience’s self-interest

Question 9

How does emotional appeal relate in message content?

Answer 9

an attempt to stir up positive or negative emotions to motivate a purchase

Question 10

How does moral appeal relate in message content?

Answer 10

directed to an audience’s sense of what is right and proper

Question 11

What is involved in collecting feedback?

Answer 11

understanding the effect on the target audience by measuring behavior resulting from the content

Question 12

How does a push promotion strategy work?

Answer 12

The company pushes the product to resellers which in turn pushes it to consumers

Question 13

How does a pull promotion strategy work?

Answer 13

The company promotes directly to consumers creating a demand that pulls the product through the channel.

Question 14

What are methods of setting the advertising budget?

Answer 14

affordable, percentage of sales, competitive parity , objective and task

Question 15

What is involved in a major advertising strategy?

Answer 15

creating advertising messages, selecting advertising media

Question 16

How does advertising media act as a vehicle?

Answer 16

advertising messages are delivered to their intended audiences

Question 17

What are steps in advertising media selection?

Answer 17

determining reach, frequency and impact engagement, choosing among major media types, selecting specific media vehicles, coosing media timing

Question 18

What is Strategic Reach Impact of Advertising?

Answer 18

It reaches masses of buyers at a low cost per exposure

Question 19

What is the Long-Term Brand Positioning of Advertising?

Answer 19

building a long-term image for a product

Question 20

What is the Sales Reactiveness of advertising?

Answer 20

can trigger quick sales

Question 21

What is the Public Credibility of advertising?

Answer 21

has a public nature and is viewed as legitimate

Question 22

What are the limitations of advertising?

Answer 22

It’s impersonal and lacks the direct persuasiveness of salespeople

Question 23

What is the Relationship Building in Personal Selling?

Answer 23

Personal interaction between two or more people

Question 24

What is the effect on the buyer in personal selling?

Answer 24

buyer feels a greater need to listen and respond

Question 25

What is the cost consideration of personal selling?

Answer 25

Most expensive promotion tool

Question 26

What capabilities do sales promotion have?

Answer 26

wide assortment of tools with unique qualities

Question 27

attracts attention and offers incentives to purchase

Answer 27

What is the benefit of sales promotion?

Question 28

What is the usage in sales promotion?

Answer 28

used to dramatize product product offers and boost sales

Question 29

What are the limitations of sales promotions?

Answer 29

invites and rewards quick response but has short lived effects

Question 30

Continuity

Answer 30

scheduling evenly within a given period

Question 31

What are public relations functions?

Answer 31

Press agency, product publicity, public affairs, lobbying,
investor relations, and development

Question 32

What is the reactiveness of public relations

Answer 32

can dramatize a company or product

Question 33

What tasks are assigned to a advertising agency that assist companies in their advertising programs?

Answer 33

planning,preparing,implementing,evaluating

Question 34

What should be considered in selecting specific media vehicles

Answer 34

impact, effectiveness, cost

Question 35

Advertisers should regularly evaluate

Answer 35

Communication effects, Sales and profit effects

Question 36

What is the intention involved in selecting specific media vehicles?

Answer 36

presenting the messages effectively and efficiently to target customer

Question 37

What are public relations tools

Answer 37

News, special events, written materials, audiovisual
materials, corporate identity materials, and public
service activities

Question 38

What are the benefits of direct and digital marketing?

Answer 38

more targeted and interactive, immediate and personalized

Question 39

When deciding on media timing the planner must consider

Answer 39

seasonality, pattern of the advertising

Question 40

Pulsing

Answer 40

scheduling unevenly within a given period

Question 41

What is the broad reach of public relationships?

Answer 41

reaches many prospects

Question 42

What’s the credibility of public relations?

Answer 42

very believable to readers

Question 43

Return on advertising investment

Answer 43

Net return on advertising investment divided by the costs of the
advertising investment