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 may increase brand awareness and recognition, but they do not necessarily add any direct value or meaning to the brand. It is up to the brand itself to enhance its meaning through its actions, messaging, and customer experiences.

Question 2

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

Accepted Answer

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Question 3

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

Accepted Answer

MPR's impact on a company's bottom line is not always easy to measure, as it involves building relationships and trust with various stakeholders over a longer period of time. Its success may not be reflected in short-term financial gains or sales figures.

Question 4

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

This statement is true. A public can include stakeholders such as customers, employees, investors, suppliers, the media, and the general public, among others, who can influence or be affected by a company's actions and outcomes.

Question 5

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

An ideal event should be unique and should reflect or enhance the sponsor's brand or corporate image, but it should not be encumbered with too many sponsors as it may dilute the brand's message. Additionally, the event should lend itself to ancillary marketing activities to maximize the sponsor's investments.

Question 6

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

Accepted Answer

Creative public relations often involves tactics such as media relations, events, and content creation that can generate buzz and media coverage for a brand or organization. This can lead to increased public awareness and brand recognition, all without the high costs of traditional advertising.

Question 7

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

Accepted Answer

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Question 8

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

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Question 9

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

Accepted Answer

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Question 10

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

Accepted Answer

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Question 11

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

Accepted Answer

MPR (or public relations) typically involves getting coverage in media outlets for free, which costs less than paying for direct-mail and media advertising.

Question 12

Explain the classification of advertising objectives.

Accepted Answer

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Question 13

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 14

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

Accepted Answer

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Question 15

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

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Question 16

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

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Question 17

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

Accepted Answer

Implementing promotions may attract customers in the short-term, but if these promotions are not sustainable or are not aligned with the brand's values, it may lead to a decrease in long-term brand loyalty. This risk should be considered when assessing the actual cost of running promotions.

Question 18

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.

Accepted Answer

The statement accurately describes the differences between the supply-side and demand-side measurement methods.

Question 19

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 take into account the actual content of the coverage. Therefore, equating media coverage with advertising exposure is not an accurate comparison.

Question 20

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

Accepted Answer

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