Deck 16: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Question 1

Which of the following statements is true of the factors that affect an advertising budget?

A) High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share.
B) Brands in less-differentiated or commodity-like product classes require very less advertising to establish a unique image.
C) New products typically merit large advertising budgets to build awareness and to gain consumer trial.
D) In a market with few competitors and moderate advertising spending, a brand must advertise more heavily to be heard.
E) Established brands usually are supported with high advertising budgets, measured as a ratio to sales.

Answer 1

C

Question 2

________ aims to create liking,preference,conviction,and purchase of a product or service.

A) Corporate advertising
B) Reminder advertising
C) Persuasive advertising
D) Reinforcement advertising
E) Informational advertising

Answer 2

C

Question 3

Which of the following is a disadvantage of using the Internet as an advertising medium?

A) limited audience selectivity
B) increasing clutter
C) lack of interactive possibilities
D) relatively high costs involved
E) fleeting ad exposure time

Answer 3

B

Question 4

Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?

A) television
B) radio
C) newspapers
D) magazines
E) billboards

Question 5

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

A) Puffery
B) Boosterism
C) Astroturfing
D) Doublethink
E) Subliminal advertising

Question 6

Under which of the following conditions is the frequency the most important factor in media selection?

A) when introducing flanker brands
B) when launching infrequently purchased brands
C) when going into undefined target markets
D) when there is high consumer resistance to the product
E) when there is modest competition to the brand in the market

Question 7

The qualitative value of an exposure through a given medium is known as ________.

A) frequency
B) reach
C) amplitude
D) impact
E) range

Question 8

Which of the following is an advantage of using newspapers as an advertising medium?

A) long lifespan
B) high reproduction quality
C) huge "pass-along" audience
D) high level of targeting
E) good local market coverage

Question 9

________ aims to convince current purchasers that they made the right choice.

A) Persuasive advertising
B) Informational advertising
C) Reinforcement advertising
D) Reminder advertising
E) Comparative advertising

Question 10

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

A) range
B) impact
C) intensity
D) reach
E) frequency

Question 11

Which of the following is a disadvantage of using television as an advertising medium?

A) high absolute cost
B) low audience attention
C) lack of reach among audience
D) high audience selectivity
E) absence of clutter

Question 12

A(n)________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

A) advertising medium
B) advertising objective
C) advertising channel
D) advertising budget
E) advertising copy

Question 13

Which of the following is a disadvantage of using Yellow Pages as an advertising medium?

A) high competition
B) poor local market coverage
C) low believability
D) lack of adequate reach
E) high total costs

Question 14

Which of the following is a disadvantage of using newspapers as an advertising medium?

A) lack of flexibility
B) high costs of advertisement space
C) poor reproduction quality
D) low believability
E) absence of local market coverage

Question 15

Comparative advertising works best when ________.

A) it elicits cognitive and behavioral motivations simultaneously
B) the firm is trying to minimize brand dilution
C) consumers are processing advertising in a detailed, analytical mode
D) it elicits affective motivation, followed by cognitive motivation
E) the advertising message uses negative fear appeals

Question 16

Which of the following is an advantage of using radio as an advertising medium?

A) higher attention than television
B) standardized rate structures
C) long duration of ad exposure
D) high quality reproduction
E) high geographic selectivity

Question 17

Under which of the following conditions is the reach of media the most important factor in media selection?

A) when introducing frequently purchased brands
B) when going into a defined target market
C) when launching extensions of well-known brands
D) when there are strong competitors to a brand
E) when there is high consumer resistance to the product

Question 18

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

A) Media scheduling
B) Content analysis
C) Media selection
D) Communication design
E) Copy testing

Question 19

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

A) impact
B) frequency
C) amplitude
D) reach
E) depth

Question 20

________ aims to create brand awareness and knowledge of new products or new features of existing products.

A) Informative advertising
B) Corporate advertising
C) Reinforcement advertising
D) Persuasive advertising
E) Reminder advertising

Question 21

Which of the following types of advertising timing patterns calls for spending all the advertising dollars in a single period?

A) frequency capping
B) flighting
C) concentration
D) pulsing
E) continuity

Question 22

Which of the following is a sales promotion tool that is consumer franchise building in nature?

A) price-off packs
B) contests and sweepstakes
C) consumer refund offers
D) trade allowances
E) frequency awards

Question 23

Which of the following is a sales promotion tool that typically does not build brand image?

A) consumer refund offers
B) free samples
C) premiums related to the product
D) frequency awards
E) coupons that include a selling message

Question 24

________ are consumer promotion offers to consumers of savings off the regular price of a product,flagged on the label or package.

A) Coupons
B) Rebates
C) Price packs
D) Premiums
E) Samples

Question 25

Sales promotion expenditures increased as a percentage of budget expenditure for a number of years,although its growth has recently slowed.Which of the following is a factor that has contributed to the growth of sales promotion expenditures?

A) many brands have come to be seen as dissimilar
B) the efficiency of advertising as a promotion has improved
C) the trade demands more deals from manufacturers
D) consumers have become less price-oriented
E) the number of brands in the market has decreased

Question 26

________ are consumer promotion tools that provide a price reduction after purchase rather than at the retail shop.

A) Rebates
B) Cents-off deals
C) Price packs
D) Coupons
E) Premiums

Question 27

In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

A) concentration
B) pulsing
C) flighting
D) continuity
E) frequency capping

Question 28

________ are certificates that entitle the bearer to a stated saving on the purchase of a specific product.

A) Samples
B) Coupons
C) Rebates
D) Price packs
E) Premiums

Question 29

Flighting as an advertising timing pattern is most useful when ________.

A) purchase cycle is rather frequent
B) substantial advertising budget is available
C) items are seasonal
D) tightly defined buyer categories exist
E) there are expanding market situations

Question 30

Which of the following elements of the marketing communications mix consists of a collection of incentive tools,mostly short term,designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade?

A) advertising
B) public relations
C) sales promotion
D) events and experiences
E) personal selling

Question 31

________ is an advertising timing pattern that calls for advertising during a period,followed by a period with no advertising,followed by a second period of advertising activity.

A) Pulsing
B) Continuity
C) Flighting
D) Concentration
E) Frequency capping

Question 32

Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?

A) brand extension
B) flyposting
C) co-branding
D) product placement
E) ambush marketing

Question 33

________ represents the proportion of company advertising of a product to all advertising of that product.

A) Share of wallet
B) Share of mind
C) Share of voice
D) Share of market
E) Share of cost

Question 34

________ seeks to determine whether an ad is communicating effectively.

A) Copy testing
B) Flighting
C) Pulsing
D) Frequency capping
E) Square inch analysis

Question 35

Which of the following is a disadvantage of using newsletters as an advertising medium?

A) low audience selectivity
B) high chances of runaway costs
C) lack of adequate control
D) relatively high costs
E) lack of interactive possibilities

Question 36

Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door,sent in the mail,picked up in a store,attached to another product,or featured in an advertising offer?

A) coupons
B) rebates
C) premiums
D) samples
E) price packs

Question 37

Pepe Homes manufactures a range of bathroom accessories and fittings that include bath-tubs,shower stalls,etc.While deciding on an effective advertising media vehicle for its planned advertising campaign,the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury.To this effect,the medium should offer the marketers a high degree of audience selectivity and high-quality reproduction.Which of the following advertising media would best serve the advertising purposes of Pepe Homes?

A) outdoor media
B) radio
C) magazines
D) television
E) newspapers

Question 38

________ is continuous advertising at low-weight levels,reinforced periodically by waves of heavier activity.

A) Flighting
B) Frequency capping
C) Pulsing
D) Concentration
E) Session capping

Question 39

Which of the following is an example of a trade promotion?

A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums

Question 40

Advertisements for which of the following products categories would merit a continuous advertising timing pattern the most?

A) air conditioners
B) life insurance
C) breakfast cereal
D) automobiles
E) holiday package tours

Question 41

________ is the time necessary to prepare a promotional program prior to launching it.

A) Sell-in time
B) Link time
C) Setup time
D) Lead time
E) Hold time

Question 42

Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

A) consumers' brand knowledge
B) impact on sponsor's bottom line
C) extent of media coverage
D) brand exposure reported by consumers
E) sales pattern of sponsored products

Question 43

Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

A) tie-in promotion
B) frequency programs
C) specialty advertising
D) cross-promotion
E) patronage awards

Question 44

Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions.What is the most likely objective of Mountain Dew's sponsorship of these events?

A) to enhance corporate image
B) to express commitment to the community or on social issues
C) to entertain key clients or reward key employees
D) to create perceptions of key brand image associations
E) to become part of a personally relevant moment in consumers' lives

Question 45

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

A) advertisements
B) events and experiences
C) sales promotions
D) public relations
E) direct marketing efforts

Question 46

________ refers to the task of securing editorial space-as opposed to paid space-in print and broadcast media to promote or "hype" a product,service,idea,place,person,or organization.

A) Advertising
B) Media planning
C) Communication design
D) Publicity
E) Copy testing

Question 47

The macroscheduling decision calls for allocating advertising expenditures within a short period to obtain maximum impact.

Question 48

A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period,with prizes (money,trips,gifts,or points)going to those who succeed.

A) trade show
B) frequency program
C) sales contest
D) sweepstake
E) patronage award

Question 49

Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods?

A) impact on market share of sponsor
B) amount of time a brand is clearly visible on a television screen
C) amount of relevant newsprint mentioning the sponsor
D) influence on consumers' brand knowledge of the sponsor
E) net impact on the sponsor's bottom line

Question 50

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Question 51

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

A) Public relations
B) Advertising
C) Sales promotion
D) Personal selling
E) Direct marketing

Question 52

Reinforcement advertising aims to stimulate repeat purchase of products and services.

Question 53

JBJ Sports is a leading sports goods maker from Atlanta.It has recently initiated a program in association with the Children of God Foundation,which bids to raise funds to promote nutritional awareness and education of young children from Bangladesh.The company plans to donate $1 for every item it sells in the North American market.Also,JBJ has roped in professional sports teams associated with it to wear the Children of God logo on their team gear.Which of the following best describes the motivation for JBJ's involvement in the program?

A) entertaining key clients or rewarding key employees
B) expressing commitment to the community or on social issues
C) permitting merchandising or promotional opportunities
D) stimulating quicker or greater purchase of particular brands
E) identifying with a particular target market or lifestyle

Question 54

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships,by virtue of its sponsorships of the marquee events.What is the most likely objective for Rolex's sponsorship deal with these events?

A) to permit merchandising or promotional opportunities
B) to express commitment to the community or on social issues
C) to create experiences and evoke feelings
D) to identify with a particular target market or lifestyle
E) to increase salience of company or product name

Question 55

Premiums,as a consumer promotion tool,are defined as ________.

A) offers to consumers of savings off the regular price of a product, flagged on the label or package
B) certificates entitling the bearer to a stated saving on the purchase of a specific product
C) programs providing rewards related to the consumer's frequency and intensity in purchasing the company's products or services
D) merchandise offered at a relatively low cost or free as an incentive to purchase a particular product
E) values in cash or in other forms that are proportional to patronage of a certain vendor or group of vendors

Question 56

The rationale behind place advertising is that marketers are better off reaching people where they work,play,and shop.

Question 57

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

A) lobbying
B) corporate communications
C) press relations
D) product publicity
E) counseling

Question 58

Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?

A) corporate communications
B) product publicity
C) lobbying
D) counseling
E) press relations

Question 59

Puffery refers to simple exaggerations in advertisements that are not meant to be believed and are considered illegal.

Question 60

The easiest measure of marketing public relations effectiveness is ________.

A) the resultant effect on the company's sales figures
B) the effect it has on its market capitalization
C) the number of exposures carried by the media
D) the changes observed in consumers' brand knowledge
E) the impact it has on the company's market share

Question 61

An ideal event is also unique but not encumbered with many sponsors,lends itself to ancillary marketing activities,and reflects or enhances the sponsor's brand or corporate image.

Question 62

The historical approach correlates past sales to past advertising expenditures using advanced statistical techniques.

Question 63

MPR can build credibility by placing stories in the media to bring attention to a product,service,person,organization,or idea.

Question 64

What challenges do marketers face in managing trade promotions?

Question 65

Examples of manufacturer promotions include price cuts and feature advertising.

Question 66

What are the four types of advertising timing patterns available to marketers when launching a new product?

Question 67

The public relations function of lobbying involves advising management about public issues,and company positions and image during good times and bad.

Question 68

The forgetting rate is the rate at which the buyer forgets the brand;the higher the forgetting rate,the more continuous the advertising should be.

Question 69

Write a brief note on the role of television as an advertising medium.

Question 70

The supply-side method identifies the effect sponsorship has on consumers' brand knowledge.

Question 71

The supply-side measurement method focuses on potential exposure to the brand by assessing the extent of media coverage,and the demand-side method focuses on exposure reported by consumers.

Question 72

Sales promotion tools that typically are not brand building include price-off packs,contests and sweepstakes,consumer refund offers,and trade allowances.

Question 73

Sales promotions often attract brand switchers,who are primarily looking for low price,good value,or premiums.

Question 74

Describe the methods used to measure sponsorship activities.

Question 75

Although supply-side exposure methods provide quantifiable measures,equating media coverage with advertising exposure ignores the content of the respective communications.

Question 76

What are the major functions performed by marketing public relations? Illustrate with examples.

Question 77

Concentrated advertising is well suited for products with one selling season or related holiday.

Question 78

Sales promotion consists of a collection of incentive tools designed to mainly stimulate long-term brand associations of products or services with consumers or the trade.

Question 79

MPR's contribution to a company's bottom line is the easiest to measure among all the available promotion tools.

Question 80

An advertiser makes "local buys" when it buys TV time in just a few markets or in regional editions of magazines.