Avertising & Promotions Chapter 1

Public Relations: Advertising to Consumer Markets
country = nation

Public Relations: Advertising to Business and Professional Markets

Brand equity refers to the value and reputation that a brand holds in the market. It is built over time through various marketing efforts, including advertising. The company's logo, symbol, or trademark plays a crucial role in creating brand equity as they represent the company's identity and help consumers associate with the brand. By consistently promoting the brand through advertising and other marketing communications, companies can establish a strong brand equity, which in turn influences consumer perceptions, loyalty, and purchasing decisions.

Interactive media allows for a back-and-forth flow of information, enabling users to actively participate in and modify the form and content of the information they receive. This means that users have the ability to engage with the media, provide feedback, and even contribute to its creation. Unlike other forms of communication such as personal selling, publicity, trade advertising, or sales promotion, interactive media encourages user involvement and customization, making it a highly engaging and interactive platform for communication.

Exchange is the correct answer because it refers to the central concept in marketing where two or more parties engage in a transaction where they give up something of value to each other. This transaction occurs when there is a desire and ability to exchange goods, services, or ideas, and when there is a means of communication between the parties involved. It is through exchange that relationships with customers are created and sustained, making it a fundamental aspect of marketing.

Personal selling refers to a form of person-to-person communication where a seller aims to assist and persuade potential buyers to purchase a company's product or service or to act on an idea. This involves direct interaction between the seller and the buyer, allowing for personalized communication and the opportunity to address any concerns or objections the buyer may have. Personal selling often involves building relationships with customers and providing them with tailored solutions, making it a highly effective method for generating sales and building customer loyalty.

A marketing plan is a written document that outlines the marketing strategy and programs developed for an organization, product line, or brand. It includes a detailed situation analysis, specific marketing objectives, a marketing strategy and program, a program for implementing the marketing strategy, and a process for monitoring and evaluating performance. The marketing plan serves as a roadmap for the organization's marketing efforts and helps ensure that all marketing activities are aligned and working towards the same goals.

Advertising is the correct answer because it is a paid form of nonpersonal communication that is widely discussed and pervasive. It is a valuable tool for building company or brand equity and can be used to create favorable and unique images and associations for a brand. Additionally, advertising is a flexible tool that can be used for many industries, situations, and target audiences.

Public Relations: Advertising to Consumer Markets

Public relations is the correct answer because it involves evaluating public attitudes, identifying policies and procedures, and executing a program of action to earn public understanding and acceptance. Public relations professionals work to manage and maintain a positive image and reputation for individuals or organizations by effectively communicating with the public, media, and other stakeholders. They use various strategies and tactics to build relationships, promote understanding, and enhance credibility, ultimately aiming to establish a favorable public perception.

A company can choose to sell its products directly to customers without involving any intermediaries. This approach is commonly used in the consumer market by firms that utilize direct-selling programs, direct-response advertising, telemarketing, or the Internet to reach and sell to their customers. By using direct channels, the company has full control over the sales process and can establish a direct relationship with its customers. This allows for better customer service, personalized marketing, and potentially higher profit margins.

rapports = relationships

Publicity refers to nonpersonal communications that are not paid for or sponsored by a specific organization, product, service, or idea. It is a form of promotion that offers several advantages, including credibility and low cost. Unlike advertising, which involves paid messages, publicity relies on media coverage and word-of-mouth to generate attention and awareness. This can enhance the credibility of the organization or idea being promoted, as it is seen as more objective and trustworthy. Additionally, publicity is often more cost-effective than other promotional methods, as it does not require direct payment for advertising space or time.

Public Relations: Advertising to Consumer Markets

Public Relations: Advertising to Business and Professional Markets

Consumer sales promotion refers to promotional activities aimed at the end users or consumers of a product or service. This includes various tactics such as couponing, sampling, premiums, rebates, contests, sweepstakes, and point-of-purchase materials. The goal of consumer sales promotion is to encourage consumers to try or purchase a product, increase brand awareness, and ultimately drive sales. This type of promotion is focused on directly influencing the buying behavior of individual consumers.

The correct answer is trade sales promotion because the given statement mentions promotional and merchandising allowances, price deals, sales contests, and trade shows, which are all strategies aimed at marketing intermediaries such as wholesalers, distributors, and retailers. Trade sales promotions are designed to incentivize these intermediaries to promote and sell the product to the end consumer.

Public Relations: Advertising to Business and Professional Markets

The given statement suggests that advertising and marketing communications focus on highlighting the characteristics of a product. This means that through various promotional activities, companies aim to draw attention to the benefits and features of their products, ultimately influencing consumer perception and purchase decisions. The other options listed (price, brand equity, promotion, exchange) are all related to marketing but do not specifically refer to the act of drawing attention to product characteristics through advertising and marketing communications.

(IMC)

Sales promotion refers to marketing activities that provide additional value or incentives to the sales force, distributors, or the ultimate consumer. It can be divided into two major categories: consumer-oriented and trade-oriented activities. Sales promotion is an essential component of the marketing plan as it helps to boost sales and create awareness about products or services. It is often used in conjunction with other promotional tools, such as advertising and public relations, as part of integrated marketing communications.

Indirect channels refer to the distribution of products through intermediaries such as wholesalers or retailers. In this case, the explanation suggests that sales promotion, advertising, and other promotional communications can inform consumers about where they can purchase the product or the services available in different locations. This implies that the product is being distributed through indirect channels, where intermediaries play a role in making the product available to consumers.

Promotion refers to the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. It involves various marketing techniques such as advertising, consumer sales promotion, and relationship marketing to effectively promote and sell products or ideas to consumers.

straight through = directly

The given passage discusses how cable TV, digital satellite systems, and online services have increased the number of channels and options available to households. The answer "consumer adoption of technology and media" is the most suitable explanation because it directly relates to the expansion of channels and online services. As consumers adopt and embrace technology and media, they are more likely to utilize cable TV, digital satellite systems, and online services, leading to a wider range of options for households.

Reasons For IMC Growth

The given answer, "innovative marketing practices," is a suitable explanation for the factors that change the relative emphasis of all promotional tools. This answer encompasses the various changes mentioned in the text, such as a shift from media advertising to other forms of promotion, the development of database marketing, and the pervasiveness of the internet. Innovative marketing practices involve adopting new and creative strategies to reach and engage with consumers, which can lead to a change in the emphasis placed on different promotional tools.