Chapter 19 - Advertising, PR, and Sales Promotions

Question 1

Promotion mix

Answer 1

• Specific blend of promotion tools
• Used by companies to: Engage consumers, persuasively communicate and build customer relationships

Question 2

Major promotional tools

Answer 2

1) Advertising
2) Sales promotion
3) Personal selling
4) PR
5) Direct and digital marketing

Question 3

Advertising

Answer 3

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

Question 4

Sales promotion

Answer 4

Short‑ term incentives to encourage the purchase or sale of a product or service (push or pull strategies)

Question 5

Personal selling

Answer 5

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

Question 6

Public relations

Answer 6

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 7

Direct and digital marketing

Answer 7

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

Question 8

Steps in planning and executing an ad campaign

Answer 8

• Identify the target audience
• Set advertising objectives
• Determine the advertising budget
• Convey the message
• Evaluate and select media
• Create advertisements
• Assess impact

Question 9

3 Ad objectives

Answer 9

1) Informative - used when a company is introducing a new product, correcting false beliefs, explaining how i
2) Persuasive - building brand preference, encouraging brand switching, creating customer engagement
3) Reminder - maintaining customer relationships, keeping the product in consumers’ minds (“top-of-mind awareness”)

Question 10

Methods of setting a budget

Answer 10

1) Affordable method
2) Percentage-of-sales method
3) Competitive-parity method
4) Objective-and-task method

Question 11

Unique Selling Proposition

Answer 11

Conveys the Message
examples)
* Red Bull…. Give you wings
* Nike…. Just do it!
* State Farm Insurance . . . Like a good neighbor, State Farm is there

Question 12

Message execution types

Answer 12

1) Slice of life - typical people in a normal setting
2) Lifestyle - how products fit in one certain lifestyle
3) Fantasy - creates a fantasy for how products can be used
4) Mood or image - beauty, love, serenity
5) Musical - singing about the product
6) Personality symbol - character that represents the product
7) Technical expertise - company is an expert in area
8) Scientific evidence - survey evidence that the brand is better
9) Testimonial endorsements - highly likely or believable sources

Question 13

Informational vs emotional appeal

Answer 13

Informational - Helps consumers make purchase decisions by offering factual
information
Emotional - Aims to satisfy consumers’ emotional desires rather than their
utilitarian needs (humor, comfort, fear, happiness, sex/love, nostalgia)

Question 14

Steps in advertising media selection

Answer 14

1) Determining reach, frequency, and impact
2) Choosing among major media types
3) Selecting specific media vehicles
4) Choosing media timing

Question 15

Types of advertising schedules

Answer 15

1) Continuous - advertisement runs steadily with little variation
2) Flighting - periods of advertising are alternated with periods of no advertising at all
3) Pulsing - mixing continuity and lighting strategies

Question 16

Elements that make up a good print ad

Answer 16

• Grabs attention
• Simple and easy to understand
• Shows product or benefits/features
• generates a call for action

Question 17

Three ways to assess the impact of an advertisement

Answer 17

1) Pretest
2) Track
3) Protest