Term
| Who uses corporate advertising the most? |
|
Definition
| Large brands like Apple Hewlett-Packard |
|
|
Term
| What are the six main objectives of public relations and what do they focus on? |
|
Definition
1. promoting goodwill
2. promoting a product or service
3. preparing internal communications
4. counteracting negative publicity
5. lobbying
6. giving advice and counsel |
|
|
Term
| What are constituent groups? |
|
Definition
| groups that can be targeted by corporate advertising. Members that have similar characteristics/interests/career... |
|
|
Term
| What is the classic role of public relations? |
|
Definition
|
|
Term
| What does buy-one-get-one free tactic do for the company - what is it called? |
|
Definition
| creates an incentive over other brands. Consumer-market sales promotion |
|
|
Term
| What does it do – stimulate purchases, introduce new brands, build a better brand image, etc.? |
|
Definition
|
|
Term
| What is important about the reach of the Internet as a IBP medium? |
|
Definition
| so advertisers can determine how effect it will be in targeting their audience. |
|
|
Term
| A proactive public relations strategy is guided by what? |
|
Definition
|
|
Term
| What is the difference between WWW and the Internet? |
|
Definition
| the information available to internet users that make graphical environments easy to navigate. Internet is just the way people are able to access the WWW. |
|
|
Term
| What is event sponsorship? |
|
Definition
| involves a marketer providing financial support to help fund an event. |
|
|
Term
| What is the primary role for consumer sales promotion? |
|
Definition
|
|
Term
| How are media rich and audio different from other Internet technologies? |
|
Definition
| media rich and audio usually require applications to use them i.e. Java. |
|
|
Term
| We covered two broad PR strategies, what are they? |
|
Definition
| Proactive (used to accomplish positive image) and Reactive (used to reactive to unpredictable events that occur) |
|
|
Term
| What is the difference between sales strategies and advertising? |
|
Definition
| advertising is everything that you do to reach and persuade prospects. The sales process is everything that you do to close the sale and get a signed agreement or contract |
|
|
Term
| What is the difference between trial offers and sampling? |
|
Definition
| trail offers are limited time where sampling isn't |
|
|
Term
| What is the goal of corporate advertising? |
|
Definition
| to establish favorable attitude to company as a whole. |
|
|
Term
| What PR tool specifically focuses on the employee? |
|
Definition
|
|
Term
|
Definition
| allow people to custom the information they want to receive on an ongoing basis. |
|
|
Term
|
Definition
| uninvited commercial messages sent to electronic emailing lists. |
|
|
Term
|
Definition
| word of mouth marketing, creating an event that yields conversations that include the brand. |
|
|
Term
| What is advocacy advertising? |
|
Definition
| attempts to establish an organization's position on important social or political issues. |
|
|
Term
|
Definition
| refers to corporate efforts that embrace a cause or a program in support of the environment. |
|
|
Term
| What is cause-related advertising? |
|
Definition
| features a firm's affiliation with an important social or societal cause. (i.e. reducing poverty) |
|
|
Term
| What types of programs have product placements as the norm on TV? |
|
Definition
| Soap Operas and Reality Shows |
|
|
Term
| Why have marketers shifted their budgets to sales promotions from advertising? |
|
Definition
| more people are interest in the deals and other opinions then watching an ad. |
|
|
Term
| What is a natural extension and outgrowth of product placement? |
|
Definition
|
|
Term
| Which type of Internet advertising is the most prominent? |
|
Definition
|
|
Term
|
Definition
| essentially "free" media exposure about a firm's activities or brands. |
|
|
Term
| What is the difference between sweepstakes and contests? |
|
Definition
| contest involve collecting points or discounts. Sweepstakes involve winning a prize. |
|
|
Term
|
Definition
| commercial email that is sent with recipient's consent. |
|
|
Term
| What is product placement? |
|
Definition
| practice of placing any branded product into the content and execution of an established entertainment vehicle. |
|
|
Term
| What are media impressions? |
|
Definition
| a unit for judging sponsorship spending in direct comparison to spending in the traditional measured media. |
|
|
Term
|
Definition
| is a starting point for Web access and search. i.e. Yahoo! |
|
|
Term
| ?Because of the growing power of retailers, what is growing more popular? |
|
Definition
| larger corporations and retail stores. |
|
|
Term
| According to Nielsen, product placement in video games is doing what? |
|
Definition
| is adding to the quality of play. |
|
|
Term
| What is the revolutionary feature related to the growth of the Internet? |
|
Definition
|
|
Term
| What customers were targeted by Healthy Choice? |
|
Definition
| 25-35 year olds and heavy users of social networking. |
|
|
Term
| Who was targeted by Taco Bell for their prank? |
|
Definition
|
|
Term
| What are the three basic forms of sales promotion? |
|
Definition
1. coupons
2. contests/sweepstakes
3. sampling/trail offers/price-off deals |
|
|
Term
| What does a PR audit contain? |
|
Definition
| descriptions of company products/services, market performance of brands, profitability, goals for products, market trends, new product intros, important suppliers/customers, employee programs/facilities/community,charitable activities. |
|
|
