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level: Chapter 12: Engaging Consumers and Communicating Customer value

Questions and Answers List

level questions: Chapter 12: Engaging Consumers and Communicating Customer value

QuestionAnswer
What are the 5 Major Promotion Tools?Advertising, personal selling, sales promotion, public relations, direct and digital marketing.
What are several major factors that changing the face of today's marketing communications?Consumers, marketing strategies, and digital technology.
What is Content Marketing?Creating brand messages and conversations with and among consumers across a variety of channels.
What is Integrated Marketing Communications (IMC)?The use of many communication channels to deliver a clear and consistent message about the organization's brands.
What are the 2 Basic Promotion Mix Strategies?The Push and Pull strategies.
What is the Push Strategy?A promotion strategy using the sales force and trade promotion to push the product through channels to the final consumers.
What is the Pull Strategy?A promotion strategy that directs its marketing activities towards the final consumers to induce consumers to buy the product.
What are 4 important decision marketing management has to make when developing an advertising program?Setting objectives, setting budget, developing strategy, and evaluating effectiveness.
What are 3 possible of Advertising Objectives?To inform, persuade, or remind.
What are the 4 common methods used to set the total budget for advertising?The affordable method, the percentage-of-sales method, the competitive -parity method and the objective-and-task method.
What is Advertising objectives?A specific communication task to be accomplished with a specific target audience during a specific period of time.
What is the Affordable method?Setting the promotion budget at the level management thinks the company can afford.
What is the Percentage-of-sales method?Setting the promotion budget at a certain percentage of current forecasted sales.
What is Competitive-parity method?Setting the promotion budget based on competitors.
What is Objective-and-Task Method?Developing the promotion budget by defining the objectives, determining the tasks needed and estimating the cost of the tasks.
What is the highly recommended method for businesses to set budget?The Objective-and-Task Method.
What are the 2 Major Elements for advertising strategy?Message and selecting the media.
What are the 3 characteristics of an advertising appeal?Meaningful, believable & distinctive.
What are the 4 major steps in advertising media selection?1. Determining reach, frequency, impact, and engagement. 2. Choosing among major media types. 3. Selecting specific media vehicles. 4. Choosing media timing.
What are some Problems Faced by Global advertisers?Countries differ in media cost and advertising practices. And diversity between countries requires advertisers to adapt.