One of the major advantages of publicity is that it: a) gives marketers the maximum possible control over the message. b) has greater power as compared to other mediums to stimulate an immediate desire to buy the product. C targets the intended audience more accurately than other promotional tools C) is often viewed bv consumers as more credible than advertising.
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- One of the major advantages of publicity is that it: a) is often viewed by consumers as more credible than advertising. b) gives marketers the maximum possible control over the message C) targets the intended audience more accurately than other promotional tools. d) has greater power as compared to other mediums to stimulate an immediate desire to buy the product.34- The paid, non-personal form of the marketing communication that aims to increase retail sales in a short period is called _________ a. Sales promotion b. Personal selling c. Retail advertising d. Public relationContent Marketing is often is confused for Paid Advertising, a major difference is that: A) It is against the law to distribute content marketing B) Content marketing is designed to entice users to engage C) Advertising content is more direct D) Content marketing cannot contain Calls to Action
- 17. Understanding the advertising response function helps marketers _______. a. multiply returns by constantly increasing the money spent on advertising b. achieve consumer loyalty regardless of the quality of the product or service c. use their advertising budgets wisely to reach their target market d. invest a large amount of money on advertising and promotionWhy does measuring effectiveness in traditional media advertising focus on exposure of advertising versus its creative content? a. Because content can vary greatly depending on your target audience. b. Content is judged based on its efficiency versus its effectiveness. c. There is no standard for measuring creative content. d. It is typically very difficult to change content once it’s completedWhich of the following is a characteristic of advertising as a form of promotion a Low cost per contact b. Non-paid form of promotion c. The sponsor or advertiser is not identified d. Immediate feedback and capability to close sales Makes use of non-traditional media
- What is the main limitation of advertising? Select one: a. It is easily copied by other organisations. b. It has limited reach and it is expensive. c. The market-savy public is cynical about the message. d. The difficulty in measuring its effectiveness.Why are large brands such as Bob Jane tires such heavy users of advertising? a. Because all large organisations have large advertising budgets b. Because even well-known brands face challenges in being recalled over their competitors c. It’s an illusion; humans just remember large organisations’ advertising more easily d. Because consumer law requires that advertising levels are proportional to a brand’s sizeWhich of the following statements is true of an effective promotional mix? a. It works for all products of a company. b. It does not use advertising. c. It entails indirect, one-way communication. d. It meets the needs of a target market.
- In advertising, ______ is the measure of how many times the average person in the target market is exposed to the message. a. media points b. frequency c. impact d. reach What is digital marketing? a. Connecting and communicating directly with targeted consumers using media like TV and radio b. Promoting a business and its products over the internet using tools that drive traffic, leads, and sales c. Using traditional media like magazines to promote products, people, ideas, and activities d. Using the Internet to build premium offers and build and maintain strong local community relationsyou have to choose between three advertising campaigns outlined by your agency. the first (a) is a soft-sell, honest, straight-information campaign. the second (b) uses sex-loaded emotional appeals and exaggerates the product’s benefits. the third (c) involves a noisy, somewhat irritating com- mercial that is sure to gain audience attention. Pretests show that the campaigns are effective in the following order: c, b, and a. What would you do?Give an example of how the skills of a public relations firm might be employed to reinforce the message that a sponsor is trying to communicate through other forms of promotion.