Question 1

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 but not too encumbered with sponsors, and should allow for additional marketing activities while also reflecting or enhancing the sponsor's brand or image.

Question 2

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

Accepted Answer

The statement is true. The historical approach is a commonly used method in advertising and marketing where past sales data is analyzed and correlated with past advertising expenditures to determine the effectiveness of advertising on sales. This is done using various statistical techniques such as regression analysis to establish a relationship between advertising spend and sales.

Question 3

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 4

What challenges do marketers face in managing trade promotions?

Accepted Answer

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Question 5

Examples of manufacturer promotions include price cuts and feature advertising.

Accepted Answer

The answer of Examples of manufacturer promotions include price cuts...

Question 6

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

Accepted Answer

The answer of What are the four types of advertising...

Question 7

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 8

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.

Accepted Answer

This statement is true as a high forgetting rate means the brand is not being retained in the buyer's memory for long, so continuous advertising is needed to keep the brand top of mind.

Question 9

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

Accepted Answer

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Question 10

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 11

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 difference between supply-side and demand-side measurement methods for brand exposure.

Question 12

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

Accepted Answer

Sales promotion tools that offer temporary price reductions or incentives may help boost sales in the short term but do not necessarily contribute to brand building in the long term. Examples of such tools include price-off packs, contests and sweepstakes, consumer refund offers, and trade allowances.

Question 13

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

Accepted Answer

Sales promotions are often used to attract customers who are primarily looking for better deals or discounts, which includes brand switchers who are not loyal to any particular brand and can be easily swayed by attractive promotions.

Question 14

Describe the methods used to measure sponsorship activities.

Accepted Answer

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Question 15

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 focus on measuring the amount of media coverage, and do not take into consideration the actual content of the communication (compared to advertising exposure which is specifically designed to promote a product or service). Therefore, equating media coverage with advertising exposure is an oversimplification.

Question 16

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

Accepted Answer

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Question 17

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

Accepted Answer

Concentrated advertising is a strategy where a company focuses its advertising efforts on a particular period of time, typically when there is high demand for the product or during a related holiday. This is particularly effective for products with one selling season, such as ski equipment or summer apparel. By concentrating advertising efforts, the company can maximize exposure to its target audience during the key selling period.

Question 18

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.

Accepted Answer

Sales promotion is designed to stimulate immediate sales rather than long-term brand associations. It includes tools such as discounts, coupons, contests, and giveaways.

Question 19

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) is not always directly measurable in terms of its contribution to a company's bottom line. It involves building relationships and generating positive publicity, which can have long-term benefits but may not result in immediate revenue. Therefore, it is not always the easiest promotion tool to measure.

Question 20

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

Accepted Answer

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