Deck 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Question 1

Your product competes in a mature market and your company is the market leader in the category. The advertising objective for your product should be

A) to stimulate and demonstrate the product's superiority.
B) to stimulate brand preference.
C) to stimulate and persuade consumers to use your product.
D) to stimulate more usage.
E) to stimulate brand recognition.

Answer 1

D

Question 2

When setting the advertising budget, marketers must consider five specific factors. Which of the following is one of the "factors" that must be considered?

A) stage in the product life cycle
B) buyer's reaction to the campaign
C) message details
D) cost of television time
E) cost of new product's development

Answer 2

A

Question 3

________ aims to stimulate repeat purchase of products and services.

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

Answer 3

A

Question 4

A competitive product is advertised as being able to "keep the floor clean" for six months. Testing by your firms laboratories refute this advertising message. This is an infringement of the Canadian Code of Advertising Standards, because it is

A) a deceptive claim.
B) relevant information.
C) a supportable claim.
D) an acceptable exaggeration.
E) creative license.

Question 5

Print media can provide ________ product information and can also effectively communicate user and usage imagery.

A) historical
B) informational
C) specific
D) detailed
E) usage

Question 6

Television is the most powerful advertising medium. Television can be an effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits. Second, TV advertising can be a compelling means for dramatically portraying user and usage imagery, brand personality, and other brand

A) sounds.
B) sights.
C) tangibles.
D) intangibles.
E) components.

Question 7

In designing and evaluating an ad campaign, marketers employ both art and science to develop the message strategy or positioning of an ad and its

A) brand strategy.
B) corporate strategy.
C) medium strategy.
D) creative strategy.
E) test strategy.

Question 8

Today, advertising agencies are redefining themselves as

A) direct marketing companies.
B) communications companies.
C) media outlets.
D) full-service companies.
E) marketers.

Question 9

Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or

A) reinforce.
B) purchase.
C) introduce.
D) create interest.
E) create demand.

Question 10

You have delineated your product's message generation and evaluation. Now you are ready to proceed to the next step in developing an advertising campaign. What is the next step in this process?

A) appointing an ad agency
B) implementing the media buy
C) creating the creative strategy
D) designing the creative development and execution
E) hiring an agency

Question 11

A good ad normally focuses on one or two ________ selling propositions.

A) core
B) consumer interest
C) subliminal
D) easily identifiable
E) important

Question 12

Radio's main advantage lies in its

A) flexibility.
B) age of audience.
C) pervasiveness.
D) format.
E) disk jockeys.

Question 13

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

A) Public Relations
B) Prospecting
C) Advertising
D) Marketing
E) Media

Question 14

As the newest brand manager for your company, you are in the process of developing an advertising campaign for the coming year. When you review your product and analysis what stage in its product life cycle are you in, and which of "the five Ms" of your decision process?

A) Mission
B) Message
C) Money
D) Measurement
E) Media

Question 15

The company has decided to change its advertising message in key markets. Speed and flexibility are the issues here as the company scrambles to make up lost ground. Of all of the advertising media available to you, which one offers your company the most "flexibility"?

A) print
B) television
C) billboards
D) place advertising
E) radio

Question 16

A creative brief is an elaboration of the positioning statement and includes such items as

A) key brand benefits.
B) media vehicles and budget.
C) detail instructions for the director of the commercial.
D) detailed instructions for the print ads.
E) key actors to be used in the commercial.

Question 17

In developing an advertising program, marketing managers can make five major decisions known as "the five Ms." Which of the following considers how the results should be evaluated?

A) Measurement
B) Mission
C) Media
D) Message
E) Money

Question 18

One of the disadvantages of television as an advertising medium is

A) its relatively low cost per exposure.
B) its ability to demonstrate product attributes.
C) wide reach to a broad spectrum of consumers.
D) its means to dramatically portray usage imagery.
E) the high volume of non-programming material that create clutter.

Question 19

The Canadian Code of Advertising Standards dictates that advertisers must not

A) copy other's ads.
B) advertiser to children.
C) advertise after 3 a.m.
D) omit relevant information.
E) demonstrate a product.

Question 20

You have decided to use print media to advertise your product because the amount of information you wish to communicate is large. In designing a print campaign, you have been advised to write a headline for the ad that is strong. What is it about the headline that is so important in a print ad campaign?

A) The headline must reinforce the picture and lead the person to read the copy.
B) The headline must appeal to the reader's sense of "wow."
C) The headline must offend the readers sensibilities to attract them to read it.
D) The headline must spark curiosity from the reader.
E) The headline must attract the reader's eyes.

Question 21

The ad agency you are working with cites studies that show that consumers wait until the last minute to make buying decisions and in fact, one study suggested that over 70 percent of all buying decisions are made in the store. The ad agency is urging you to approve the creation of ________ to capitalize on these spontaneous buying decisions.

A) print material
B) flyers
C) point-of-purchase material
D) coupons
E) place advertising

Question 22

In choosing the proper media to carry the message, advertisers must decide on

A) target markets, users, heavy users.
B) strategy, users, media.
C) markets, target markets, consumers.
D) reach, impact, television stations.
E) reach, frequency, impact.

Question 23

An ________ 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 channel
C) advertising objective
D) advertising budget
E) advertising copy

Question 24

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

A) Media selection
B) Media buying
C) Weight
D) Frequency
E) Reach

Question 25

The mission of the ________ is to find a balance between public-and private-sector interests.

A) Canadian Radio-television and Telecommunications Commission (CRTC)
B) Broadcast Code for Advertising
C) Canadian Code of Advertising Standards
D) Media Awareness Network
E) Advertising Standards Canada (ASC)

Question 26

Marketers pay fees so that their products make cameo appearances in movies and on television. This is called

A) advertorials.
B) product placement.
C) point-of-purchase.
D) individualization
E) branded entertainment.

Question 27

________ is most important when launching new products, flanker brands, or extensions of well-known brands.

A) Frequency
B) Reach
C) Media selection
D) Impact
E) Weighted exposures

Question 28

A company has to decide on how to allocate its advertising budget over space as well as over time. A company makes "spot buys" when it buys TV time in just a few markets or in regional editions of magazines. These markets are called

A) areas of dominant influence.
B) national hot spots.
C) trading areas.
D) regional influencers.
E) local catchment areas.

Question 29

In-store advertising including ads on shopping carts, in aisles, on shelves, ads on the floor, and "talking" shelves are all examples of ________ advertising.

A) product placement
B) branding
C) point-of-decision
D) advertising
E) point-of-purchase

Question 30

FedEx's presence in the movie Cast Away is an example of

A) product placement.
B) product advertising.
C) branded entertainment.
D) creative advertising.
E) advertorials.

Question 31

The ________ involves scheduling the advertising in relation to seasons and the business cycle.

A) editorial quality
B) microscheduling decision
C) macroscheduling decision
D) ad placement policies
E) effective ad-exposed audience

Question 32

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

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

Question 33

The ________ is the rate at which the buyer forgets the brand.

A) designated rate
B) purchase frequency
C) turnover rate
D) forgetting rate
E) purge rate

Question 34

The main advantage of nontraditional media is that a very precise and captive audience often can be reached in a ________ manner.

A) cost-effective
B) new
C) individualized
D) effective
E) targeted

Question 35

In launching a new product, the advertiser has to choose among continuity, concentration, flighting, and ________ for media timing.

A) reflective
B) pulsing
C) running
D) continuous
E) periodic

Question 36

Your media buyer has presented a media schedule with a GRP of 240. The formula for the total number of exposures (E) is expressed as

A) E = F × R.
B) E = F × I.
C) E = R × F.
D) E = R × A.
E) E = T × R.

Question 37

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

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

Question 38

________ expresses the rate at which new buyers enter the market; the higher this rate, the more continuous the advertising should be.

A) Buyer's demographics
B) Buyer profile
C) Purchase intent
D) Buyer turnover
E) Purchase frequency

Question 39

In deciding on an ad budget, marketers must also recognize that consumer response can be ________-shaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected, but sales increases eventually flatten out.

A) M
B) Y
C) C
D) T
E) S

Question 40

Marketers are using creative and unexpected ad placements to grab consumers' attentions in ________ advertising.

A) nontraditional
B) space
C) place
D) market specific
E) customer specific

Question 41

The sales impact is easiest to measure in ________ situations.

A) public-relations
B) image-building advertising
C) message generation
D) trade promotions
E) direct marketing

Question 42

Sales promotions include tools for ________ promotion, trade promotion, and business, and sales-force promotions.

A) prospects
B) reasons
C) consumer
D) incentive
E) target

Question 43

Information Resources Institute has provided a unique, in-depth examination into how advertising works. One of their findings regarding promotions was that the ________ statistics on promotions are dismal with roughly only 16 percent of trade promotions being profitable.

A) payout
B) costs
C) normal
D) failure
E) success

Question 44

The company's marketing mix includes such tools as coupons, cash refund offers, and premiums. These are examples of

A) consumer promotions.
B) nontraditional media.
C) trade promotions.
D) marketing mix.
E) salesman's tools.

Question 45

Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________.

A) disintermediation
B) public relations
C) vertical integration
D) crowdsourcing
E) reintermediation

Question 46

A company's "share of advertising" expenditures should produce an ultimate

A) share of business.
B) share of market.
C) share of mind.
D) share of voice.
E) share of heart.

Question 47

One of the ways you can attempt to measure whether or not your company is overspending on advertising is to try to connect share of expenditures to share of market. The first step in this process is to translate a company's share of expenditures into its

A) market share.
B) share of advertising expenditures.
C) share of voice.
D) share of market.
E) share of consumer's minds.

Question 48

You are testing the effectiveness of your upcoming advertising campaign. The results of these tests should measure the communication effects of the campaign on the brand's awareness, consumer knowledge, consumer preferences, and the ad's

A) increases in brand salience.
B) increases in the brand's "likeness".
C) purchase intent.
D) sales effect.
E) effect on complementary products.

Question 49

In using sales promotion, a company must establish its objectives, select the tools, develop the program, ________, implement and control it, and evaluate the results.

A) select the audience
B) pretest the program
C) select the media for the program
D) review the costs
E) target market

Question 50

________ seeks to determine whether an ad is communicating effectively.

A) Marketing research
B) Targeted marketing research
C) Communication-effect research
D) Measurement services
E) Customer feedback

Question 51

Information Resources, Inc. offers a service called BehaviorScan that provides marketers with data about advertising effectiveness by tracking consumer purchases tied to specific advertising. This is an example of which technique that can be used to measure sales impact?

A) laboratory tests
B) share of advertising expenditures
C) consumer-feedback method
D) historical approach
E) experimental design

Question 52

Your research has shown that your consumers have a high "forgetting rate" on your product. In fact, the "forgetting rate" is as high as 20 percent. To reverse this trend, you will undertake an advertising campaign designed to get the "message back into memory." Which of the following techniques would be most likely to produce success for your product?

A) continuity
B) exposure
C) pulsing
D) flighting
E) macro-scheduling

Question 53

The term "concentration" when used in the context of advertising means that the advertiser will

A) spend all of the advertising dollars across a specific time period.
B) not spend all of the advertising dollars in a single period.
C) run all the ads for the product within a specific period of time.
D) run heavy advertising day and night for a short period of time.
E) spend all of the advertising dollars in a single period.

Question 54

Sales promotion, with its incessant prices off, coupons, deals, and premiums, may ________ the product offering in the buyers' mind.

A) augment
B) confuse
C) detract
D) increase
E) devalue

Question 55

Buyers enter your market at a high rate and consumers purchase your product on almost a "daily" basis. With these two known characteristics about your consumers and market, you are better off using a ________ advertising timing pattern.

A) concentrated
B) pulsing
C) flighting
D) continuous
E) intermittent

Question 56

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

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

Question 57

Sales promotions used in markets of high brand similarity can product a high sales response in the short run but little ________ gain in market share.

A) short-term
B) permanent
C) incremental
D) significant
E) "real"

Question 58

Several factors have contributed to the increase in sales promotion as a marketing tool. One of these factors is that

A) consumers buy products only when they go on sale.
B) top management has increased the budgets for sales promotions.
C) the cost of credit is low so more money can be spent on promotions than in the past.
D) sales promotions is a money making undertaking.
E) top management accept it as an effective sales tool.

Question 59

Sales promotion consists of a collection of incentive tools, mostly short term, designed to ________ quicker or greater purchase of particular products or services by consumers or the trade.

A) foster
B) demand
C) stimulate
D) create
E) intensify

Question 60

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

A) New products typically merit large advertising budgets to build awareness and to gain consumer trial.
B) High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share.
C) Brands in less-differentiated or commodity-like product classes require very less advertising to establish a unique image.
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.

Question 61

TV advertising is considered to be particularly advantageous because ________.

A) the low volume of nonprogramming material on television makes it difficult for consumers to ignore or forget ads
B) it can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits
C) it provides detailed product information and effectively communicates user and usage imagery
D) TV channels are very targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response
E) it lets companies achieve a balance between broad and localized market coverage

Question 62

Sales promotion tools that impart a selling message along with the deal, as in the case of free samples and premiums, when they are related to the product are called ________.

A) consumer franchise building
B) retailer franchise building
C) manufacturer franchise building
D) promotions
E) retailer promotions

Question 63

When retailers buy a greater quantity of product during a deal period than they can sell during the deal period we call this

A) forward buying.
B) trade buying.
C) patronage awarding.
D) de-facto buying.
E) purchasing intent.

Question 64

The marketing department of your company is sponsoring an event for the local marathon runners in your community. As a running shoe manufacturer, the rationale for such a sponsorship includes

A) to express commitment to the community.
B) to increase awareness of the company or product name.
C) to create experiences and evoke feelings.
D) to identify with a particular target market or life style.
E) all of the above.

Question 65

One of the reasons marketers sponsor events is to ________ with a particular target market or life cycle.

A) increase exposure
B) protest
C) capitalize upon
D) identify
E) foster pride

Question 66

The major tools in a marketing MPR department include publications, events, sponsorships, ________, speeches, public-service activities, and identity media.

A) news
B) customers
C) universities
D) managers
E) colleges

Question 67

According to the IEG Sponsorship Report, US$17.1 billion will be spent on sponsorships in North America during 2010, with ________ going to sports.

A) 60 percent
B) 75 percent
C) 68 percent
D) 30 percent
E) 50 percent

Question 68

The easiest measure of MPR effectiveness is the number of ________ carried by the media.

A) articles
B) positive mentions
C) exposures
D) customers
E) stories

Question 69

Marketing Public Relations (MPR) supports corporate or product promotion and image making and plays a crucial role in

A) creating publicity.
B) protecting the company from liabilities.
C) securing free ad spaces.
D) building a word of mouth campaign.
E) repositioning a mature product.

Question 70

A better measure to evaluate the effectiveness of MPR is to measure the ________ in product awareness, comprehension, or attitude resulting from the MPR campaign.

A) exposure
B) increase
C) decrease
D) change
E) opinions

Question 71

According to researchers, which of the following is the correct order in which content of print advertisements matter?

A) copy-picture-headline
B) headline-copy-picture
C) picture-headline-copy
D) picture-copy-headline
E) copy-headline-picture

Question 72

When two or more brands or companies team up on coupons, refunds, and contests to increase pulling power, it is called a

A) price pack.
B) team promotion.
C) tie-in promotion.
D) frequency promotion.
E) cross-promotion.

Question 73

MPR can affect public ________ at a fraction of the cost of advertising.

A) customers
B) beliefs
C) awareness
D) image
E) credibility

Question 74

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

Question 75

________ involve(s) a variety of programs designed to promote or protect a company's image or its individual products.

A) Public Relations
B) Press releases
C) Press relations
D) Publicity
E) Corporate Communications

Question 76

Manufacturers can evaluate a sales promotion program using various methods. Which method allows analysis of the types of people who took advantage of the promotion?

A) experiments
B) sponsorship
C) atmospheres
D) sales data
E) consumer surveys

Question 77

As the national brand manager for a major egg producer, you have directed your MPR manager to help you build consumer interest in cooking eggs for dinner. This would be an example of using MPR to

A) defend products that have encountered public problems.
B) build interest in a product category.
C) assist in the launch of new products.
D) build the corporate image in a way that reflects favourable on its products.
E) repositioning a mature product.

Question 78

One of the potential disadvantages of sponsorships is that the success of an event can often be ________ and some consumers may still resent the commercialization of events.

A) illegal
B) unpredictable
C) cancelled
D) attract unfavourable media attention
E) unfavourable to the sponsor

Question 79

As a sponsoring organization of a recent sporting event, your ad agency presented you with the following information": our brand was visible on national television for a total of 500 second"; this exposure represents $100 000 in advertising based on the national rate." This is an example of what ________ measurement.

A) demand-side
B) share of voice
C) share of market
D) market share
E) supply-side

Question 80

There are two basic approaches to measuring the effects of sponsorship activities. The supply-side method focuses on potential exposure by assessing the extent of media coverage. The demand-side method focuses on reported ________ from consumers.

A) seen
B) donations
C) compensated
D) exposure
E) heard