Question 1

TV advertising is considered to be particularly advantageous because ________.

Accepted Answer

TV advertising allows for vivid demonstration of product attributes and persuasive explanations of consumer benefits, making it advantageous in convincing consumers to purchase a product.

Question 2

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 ________.

Accepted Answer

Consumer franchise building promotions are designed to build brand identity and customer loyalty by offering added value through samples, premiums, or other incentives directly related to the product.

Question 3

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

Accepted Answer

Forward buying refers to the practice of retailers purchasing more inventory than they can sell during a promotional period, with the intention of using the excess inventory to sell at a later date. This is a common practice during deal periods such as Black Friday or Cyber Monday when retailers offer steep discounts to shoppers, and may result in an increase in short-term revenue for the retailer. However, it can also impact the demand and profitability of products in the long-term, as excess inventory may need to be sold at a discount or written off as a loss.

Question 4

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

Accepted Answer

The answer of The marketing department of your company is...

Question 5

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

Accepted Answer

The answer of One of the reasons marketers sponsor events...

Question 6

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

Accepted Answer

The missing tool in the list is news. Marketing MPR departments use news as a tool to promote their message through press releases, media pitches, and other forms of media outreach.

Question 7

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

Accepted Answer

68 percent of the total sponsorship spending in North America during 2010 was allocated to sports, according to the IEG Sponsorship Report.

Question 8

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

Accepted Answer

Exposures measure the number of times a target audience is exposed to a message through media. This is the most common and straightforward measure of MPR effectiveness as it determines the reach of the campaign's message.

Question 9

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

Accepted Answer

The answer of Marketing Public Relations (MPR) supports corporate or...

Question 10

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

Accepted Answer

The best measure to evaluate the effectiveness of MPR is to measure the change in product awareness, comprehension or attitude resulting from the MPR campaign. This measure would show if the MPR campaign was able to have a positive impact on the target audience and bring about the desired outcome. Exposure (A) alone would not be a strong measure as it would only show how many people were reached by the campaign but not necessarily the impact it had. Increase (B) or decrease (C) on their own would not provide enough information on what specifically changed. Opinions (E) could be considered a measure of effectiveness, but it is too broad and vague to make it the best choice.

Question 11

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

Accepted Answer

According to research on advertising and marketing, the correct order in which the content of print advertisements matters most to viewers is picture-headline-copy. This order aligns with how people typically process visual information, starting with the image to grab attention, followed by the headline to pique interest, and finally the copy to provide detailed information.

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

MPR, or media and public relations, can increase public awareness of a company or organization through media coverage and other communication efforts. This can be done at a fraction of the cost of advertising, making it a cost-effective way to reach a wide audience. MPR does not necessarily directly affect customer behavior or beliefs, image, or credibility, but it can impact these indirectly by shaping public perception and understanding of the organization.

Question 14

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?

Accepted Answer

Television is generally acknowledged as the most powerful advertising medium as it reaches a broad spectrum of consumers, including all demographics and geographies. It also has the ability to combine audio and visual elements to create a more engaging and memorable experience for viewers. Although it may be more expensive compared to other advertising mediums, it has a lower cost per exposure as it reaches a larger audience.

Question 15

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

Accepted Answer

Public Relations involves a variety of programs designed to promote or protect a company's image or its individual products.

Question 16

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?

Accepted Answer

The answer of Manufacturers can evaluate a sales promotion program...

Question 17

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

Accepted Answer

The answer of As the national brand manager for a...

Question 18

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.

Accepted Answer

The success of an event can often be unpredictable, despite the sponsorship. Additionally, some consumers may still resent the commercialization of events, despite the financial support provided by sponsors.

Question 19

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.

Accepted Answer

Supply-side measurement refers to evaluating the value of advertising exposure based on the cost of media placement, such as the national rate for television advertising.

Question 20

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.

Accepted Answer

The demand-side method of measuring the effects of sponsorship activities focuses on reported exposure from consumers, which involves assessing how much the consumers have been exposed to or have noticed the sponsorship, rather than just potential exposure or media coverage.

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