Question 1

Media coverage and telecasts only expose the brand and don't necessarily embellish its meaning in any direct way.

Accepted Answer

Media coverage and telecasts are a means of promoting brand awareness, but they do not necessarily add any new or direct meaning to the brand itself.

Question 2

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

Accepted Answer

MPR (media and public relations) can be difficult to measure in terms of its direct impact on a company's bottom line since its results are often intangible and may not generate immediate sales or revenue. However, it can still contribute to overall brand image and reputation, which can ultimately affect a company's financial performance.

Question 3

MPR can hold down promotion cost because it costs less than direct-mail and media advertising.

Accepted Answer

MPR, or media and public relations, typically involves building relationships with journalists and media outlets in order to secure coverage for a company or organization, rather than paying for direct-mail or traditional advertising. This can often be a cost-effective way to generate publicity and promote a brand or message.

Question 4

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

Accepted Answer

Supply-side exposure methods only measure the quantity of media coverage, but do not account for the content of the messages communicated, which can be very different from advertising.

Question 5

The supply-side measurement method focuses on potential exposure to the brand by assessing the extent of media coverage, and the demand-side method identifies the effects sponsorship has on consumers' brand knowledge.

Accepted Answer

The supply-side measurement method does focus on assessing the extent of media coverage and the demand-side method focuses on identifying the effects of sponsorship on consumers' brand knowledge.

Question 6

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

Accepted Answer

The answer of The public relations function of lobbying involves...

Question 7

MPR is effective in blanketing local communities and reaching specific groups and hence has to be planned separately from the less cost-effective advertising.

Accepted Answer

The answer of MPR is effective in blanketing local communities...

Question 8

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

Accepted Answer

The answer of MPR can build credibility by placing stories...

Question 9

A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.

Accepted Answer

A public can include customers, employees, investors, government agencies, and other stakeholders who may have an influence on the success of a company. Understanding the needs and expectations of various publics is important for effective communication and management decisions.

Question 10

Describe how advertising objectives are set to reflect the product class.

Accepted Answer

The answer of Describe how advertising objectives are set to...

Question 11

What is the role of print media in advertising? What are the major advantages and disadvantages associated with print advertising media?

Accepted Answer

The answer of What is the role of print media...

Question 12

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.

Accepted Answer

The statement mentions that an ideal event should be unique but not have many sponsors, should allow for ancillary marketing activities, and should reflect or enhance the sponsor's brand or image.

Question 13

Give a brief description of the various factors that affect advertising budget decisions.

Accepted Answer

The answer of Give a brief description of the various...

Question 14

Additional costs beyond the cost of specific promotions include the risk that promotions might decrease long-run brand loyalty.

Accepted Answer

Promotions might attract price-sensitive customers who may switch to other brands when promotions end, which could decrease long-run brand loyalty. Additionally, frequent promotions might reduce the perceived value of the brand in the eyes of consumers.

Question 15

The main objective of marketing public relations is to secure editorial space in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.

Accepted Answer

The answer of The main objective of marketing public relations...

Question 16

Explain the classification of advertising objectives.

Accepted Answer

The answer of Explain the classification of advertising objectives....

Question 17

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

Accepted Answer

The supply-side method focuses on the perspective of the sponsors, analyzing the benefits and outcomes for the brands that sponsor events or individuals, rather than the effect on consumers' brand knowledge, which is more related to demand-side effects.

Question 18

In developing an advertising program, marketing managers can make the five major decisions known as the five Ms list and explain each of these Ms.

Accepted Answer

The answer of In developing an advertising program, marketing managers...

Question 19

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

Accepted Answer

The answer of Write a brief note on the role...

Question 20

Creative public relations can affect public awareness at a fraction of the cost of advertising.

Accepted Answer

Creative public relations can generate media coverage and buzz for a company or organization without the high costs associated with traditional advertising. This can ultimately increase public awareness and brand recognition.

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