Marketing - Chapter 12

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Questions and Answers

What is the main difference between push and pull promotion strategies?

Push strategy targets highly specific market segments, while pull strategy targets a broader consumer base.

Push strategy focuses on building one-to-one customer relationships, while pull strategy emphasizes immediate, personalized, and interactive marketing efforts.

Push strategy uses sales force and trade promotion, while pull strategy relies on consumer advertising and promotion to create demand. (correct)

Push strategy relies on consumer advertising and promotion, while pull strategy uses sales force and trade promotion to create demand.

What do business-to-consumer companies primarily focus on in terms of marketing?

Consumer advertising and promotion (correct)

Interactive marketing efforts

Personal selling

Trade promotion

What are the common methods of setting the advertising budget?

Affordable, trade promotion, personal selling, and interactive marketing methods

Affordable, percentage-of-sales, competitive parity, and objective-and-task methods (correct)

Affordable, push strategy, pull strategy, and competitive parity methods

Affordable, consumer advertising, personal selling, and trade promotion methods

What is the aim of Madison & Vine in the context of advertising?

To reach customers with more engaging messages by merging advertising and entertainment Signup and view all the answers

What is the purpose of advertainment in advertising?

To make ads so entertaining that people want to watch them Signup and view all the answers

What is the first step in creating effective advertising messages?

Plan a message strategy – the general message that will be communicated to consumers Signup and view all the answers

What is integrated marketing communications (IMC)?

The integration and coordination of a company’s communications channels to deliver a clear, consistent, and compelling message about the organization and its brands. Signup and view all the answers

What is a characteristic of personal selling as a promotion tool?

It involves personal interaction and allows various customer relationships to develop. Signup and view all the answers

What is a characteristic of advertising as a promotion tool?

It reaches masses of buyers at a low cost per exposure and builds long-term product image. Signup and view all the answers

What is a characteristic of sales promotion as a promotion tool?

It attracts attention, offers incentives to purchase, dramatizes product offers, and boosts sales, but their effects are often short-lived. Signup and view all the answers

What is a characteristic of public relations (PR) as a promotion tool?

It involves news stories, features, sponsorships, and events that seem more believable than ads, reaching prospects who avoid salespeople and advertisements. Signup and view all the answers

What is a characteristic of direct and digital marketing as promotion tools?

They are more targeted, interactive, immediate, and personalized. Signup and view all the answers

What are the four steps involved in media selection?

determining reach, and frequency, choosing media type, selecting specific media vehicles, choosing media timing Signup and view all the answers

What does reach measure in media advertising?

The percentage of people in the target market exposed to the ad campaign Signup and view all the answers

What is an important trend affecting media selection?

Rapid growth in the number of media multitaskers Signup and view all the answers

What does television offer in terms of marketing coverage?

Good mass-marketing coverage and combines sight, sound, and motion Signup and view all the answers

What should advertisers regularly evaluate in terms of advertising investment?

Return on advertising investment Signup and view all the answers

What is crucial for advertisers to measure in terms of advertising effects?

Communication effects and sales and profit effects Signup and view all the answers

What are some functions performed by Public Relations (PR) departments?

Press relations, product publicity, and lobbying Signup and view all the answers

What challenges do international advertisers face?

Differing cultures, demographics, and economic conditions Signup and view all the answers

How do small firms typically handle advertising?

Through their sales department staff Signup and view all the answers

What services do advertising agencies provide?

Assisting companies in planning, preparing, implementing, and evaluating advertising programs Signup and view all the answers

Why is measuring advertising spending results accurately challenging?

Due to the influence of various factors Signup and view all the answers

What do global advertisers need to balance in their advertising strategies?

Standardization and adaptation Signup and view all the answers

Which of the following is an advantage of Newspapers

Flexibility • Timeliness • Good local market coverage Signup and view all the answers

Which of the following is an advantage for Radio

Good local acceptance • High geographic and demographic selectivity • Low cost Signup and view all the answers

Which of the following is limitations to Television

High absolute costs • High clutter • Fleeting exposure • Less audience selectivity Signup and view all the answers

Which of the following is limitations to Digital and social media

Potentially low impact • High audience control of content and exposure Signup and view all the answers

Which of the following is limitations to Outdoor

Little audience selectivity • Creative limitations Signup and view all the answers

What are Standardization benefits of International Advertising?

Lower advertising costs • Greater global advertising coordination • More consistent worldwide image Signup and view all the answers

What are Standardization drawbacks in International Advertising Decisions

Ignores the fact that country markets differ in their cultures, demographics, and economic conditions Signup and view all the answers

What are the Problems Faced by Global Advertisers

Countries differ in • Media costs and availability • Advertising practices, Diversity between countries Signup and view all the answers

What is Lobbying?

Building and maintaining relationships with legislators and government officials to influence legislation and regulation Signup and view all the answers

What is Press relations or press agency

Creating and placing newsworthy information in the news media to attract attention to a person, product, or service. Signup and view all the answers

Study Notes

Advertising and Public Relations Overview

Advertising effectiveness is influenced by various factors, making it challenging to measure advertising spending results accurately.
Small firms may handle advertising through their sales department staff, while large companies may have their own advertising departments or work with advertising agencies.
Advertising agencies provide marketing services, assisting companies in planning, preparing, implementing, and evaluating advertising programs, offering an outside perspective and extensive experience.
International advertisers face complexities due to differing cultures, demographics, and economic conditions, leading to the need for global advertising strategies that balance standardization and adaptation.
Global advertisers encounter challenges such as varying media costs and availability, advertising practices, diversity between countries, media characteristics, and regulations.
Public Relations (PR) departments perform functions like press relations, product publicity, public affairs, lobbying, investor relations, and development to promote products, build relationships, and influence legislation.
PR is used to promote products, people, places, ideas, organizations, and nations, aiming to build good relations with consumers, investors, the media, and communities.
Advertising effectiveness is influenced by various factors, making it challenging to measure advertising spending results accurately.
Small firms may handle advertising through their sales department staff, while large companies may have their own advertising departments or work with advertising agencies.
Advertising agencies provide marketing services, assisting companies in planning, preparing, implementing, and evaluating advertising programs, offering an outside perspective and extensive experience.
International advertisers face complexities due to differing cultures, demographics, and economic conditions, leading to the need for global advertising strategies that balance standardization and adaptation.
Global advertisers encounter challenges such as varying media costs and availability, advertising practices, diversity between countries, media characteristics, and regulations.