Chapter 13

Question 1

What is a promotional mix?

Answer 1

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

Question 2

What is advertising?

Answer 2

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

Question 3

What is sales promotion?

Answer 3

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

Question 4

What is personal selling?

Answer 4

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

Question 5

What are Public relations?

Answer 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.

Question 6

What is direct and digital marketing?

Answer 6

Engaging and interacting directly with carefully targeted individual consumers and consumer communities to both obtain an immediate response and cultivate lasting customer relationships.

Question 7

What brand content management?

Answer 7

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

Question 8

What is integrated marketing communication?

Answer 8

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

Question 9

What is push strategy?

Answer 9

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, which in turn promote it to final consumers.

Question 10

What is pull strategy?

Answer 10

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.

Question 11

What is advertising objectives?

Answer 11

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

Question 12

What is advertising budget?

Answer 12

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

Question 13

What is advertising method?

Answer 13

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

Question 14

What is the percentage-of-sales method?

Answer 14

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

Question 15

What is competitive-parity method?

Answer 15

Setting the promotion budget to match competitors’ outlays.

Question 16

What is objective-and task method?

Answer 16

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

Question 17

What is advertising strategy?

Answer 17

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

Question 18

What is Madison & Vine?

Answer 18

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.

Question 19

What is a creative concept?

Answer 19

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

Question 20

What is an execution style?

Answer 20

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

Question 21

Which types of execution styles are there?

Answer 21

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

Question 22

What is advertising media?

Answer 22

The vehicle which advertising messages are delivered to their intended audiences.

Question 23

What is the return on advertising investment?

Answer 23

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

Question 24

What is advertising agency?

Answer 24

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

Question 25

Which functions PR department can perform?

Answer 25

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