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Exam 13: Communicating Customer Value: Advertising and Public Relations

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Question 31

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Some argue that factors like high costs will cause the old mass-media communications model to be abandoned in favour of ________.

A) public relations
B) direct marketing
C) push and pull strategies
D) new technologies
E) buzz marketing

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Question 32

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Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________.

A) informative advertising
B) reminder advertising
C) comparative advertising
D) secondary advertising
E) buzz marketing

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Question 33

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Second Avenue, a small retailer of quality second-hand children's clothing, thrives on the sale of a vast inventory of children's clothing placed there on consignment. Its clientele are the result of word-of-mouth communication. The small retailer of quality second-hand children's clothing has never advertised. "Small children grow so quickly," Second Avenue's owner commented. "Most of the clothes we carry have hardly been worn! We're extremely picky about the condition of the clothing we stock, but we sell most items at a 60 percent discount." Because of this, many of Second Avenue's consigners are also customers. Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. According to the owner, "This keeps customers coming back." -Though Second Avenue has thrived merely through word of mouth, how could the business benefit from advertising?

________ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers.

Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________.

A company typically spends comparable budgets on public relations and advertising.

An advertiser needs to know the reach, frequency, and impact needed to achieve an advertising objective.

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

When developing an advertising strategy, a company's creative department should first create good advertisements, and then the media department should select the best media for those advertisements.

Which of the following functions is least likely to be performed by a public relations department?

Technical expertise, scientific evidence, and testimonial evidence are all examples of execution styles that creative teams use in advertising messages.

Name and describe the four major steps in media selection.

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.

What does reach tell a marketer?

Mass markets have fragmented; thus, marketers are shifting away from mass marketing.

What are the three primary purposes of advertising objectives?

When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium.

Second Avenue, a small retailer of quality second-hand children's clothing, thrives on the sale of a vast inventory of children's clothing placed there on consignment. Its clientele are the result of word-of-mouth communication. The small retailer of quality second-hand children's clothing has never advertised. "Small children grow so quickly," Second Avenue's owner commented. "Most of the clothes we carry have hardly been worn! We're extremely picky about the condition of the clothing we stock, but we sell most items at a 60 percent discount." Because of this, many of Second Avenue's consigners are also customers. Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. According to the owner, "This keeps customers coming back." -What appeals might Second Avenue use? Explain.