Deck 15: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Question 1

Which of the following is an advantage of using newspapers as an advertising medium?

A) long lifespan
B) high reproduction quality
C) huge "pass-along" audience
D) high level of targeting
E) good local market coverage

Answer 1

E

Question 2

Comparative advertising works best when ________.

A) it elicits cognitive and behavioral motivations simultaneously
B) the firm is trying to minimize brand dilution
C) consumers are processing advertising in a detailed, analytical mode
D) it elicits affective motivation, followed by cognitive motivation
E) the advertising message uses negative fear appeals

Answer 2

C

Question 3

Which of the following is a disadvantage of using television as an advertising medium?

A) high absolute cost
B) low audience attention
C) lack of reach among audience
D) high audience selectivity
E) absence of clutter

Answer 3

A

Question 4

Under which of the following conditions is the reach of media the most important factor in media selection?

A) when introducing frequently purchased brands
B) when going into a defined target market
C) when launching extensions of well-known brands
D) when there are strong competitors to a brand
E) when there is high consumer resistance to the product

Question 5

Pepe Homes manufactures a range of bathroom accessories and fittings that include bath tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?

A) outdoor media
B) radio
C) magazines
D) television
E) newspapers

Question 6

An advertising objective to stimulate more usage of a product is appropriate under which of the following conditions?

A) The advertised product belongs to a nascent product category.
B) The company is not the market leader.
C) The advertised brand is superior to the market leader.
D) The product class is mature.
E) Brand usage for the product is very high.

Question 7

Which of the following is an advantage of using radio as an advertising medium?

A) higher attention than television
B) standardized rate structures
C) long duration of ad exposure
D) high quality reproduction
E) high geographic selectivity

Question 8

Which of the following is a disadvantage of using Yellow Pages as an advertising medium?

A) high competition
B) poor local market coverage
C) low believability
D) lack of adequate reach
E) high total costs

Question 9

When Lola asked what the advertising campaign should say, she was concerned with which of the five Ms?

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

Question 10

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

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

Question 11

Which of the following is a disadvantage of using direct mail as an advertising medium?

A) low audience selectivity
B) lack of flexibility
C) high competition within same medium
D) relatively high cost
E) lack of personalization of advertising message

Question 12

TV advertising is considered to be particularly advantageous because ________.

A) messages have extended exposure
B) it has a low absolute cost
C) it is appealing to the senses and generates high attention
D) it reaches highly selective audiences
E) it offers low clutter

Question 13

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

A) High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share.
B) Brands in less-differentiated or commodity-like product classes require less advertising to establish a unique image.
C) New products typically merit large advertising budgets to build awareness and to gain consumer trial.
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 14

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

A) impact
B) frequency
C) amplitude
D) reach
E) depth

Question 15

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

A) Media scheduling
B) Content analysis
C) Media selection
D) Communication design
E) Copy testing

Question 16

The "Got Milk" campaign was intended to boost sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign is an example of ________ advertising.

A) informational
B) reminder
C) institutional
D) comparative
E) reinforcement

Question 17

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

A) range
B) impact
C) intensity
D) reach
E) frequency

Question 18

Which of the following is a disadvantage of using magazines as an advertising medium?

A) low geographic and demographic selectivity
B) long ad purchase lead time
C) low-quality reproduction
D) small "pass-along" readership
E) lack of credibility

Question 19

Under which of the following conditions is the frequency the most important factor in media selection?

A) when introducing flanker brands
B) when launching infrequently purchased brands
C) when going into undefined target markets
D) when there is high consumer resistance to the product
E) when there is modest competition to the brand in the market

Question 20

Place advertising, or out-of-home advertising, is a broad category that includes many creative and unexpected forms to grab consumers' attention, including all of the following EXCEPT ________.

A) billboards
B) yellow pages
C) public spaces
D) product placement
E) point of purchase

Question 21

If the product class is mature, then the advertising objective is to convince the market of the brand's superiority.

Question 22

Briefly describe the advantages and disadvantages of television as an advertising medium.

Question 23

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

Question 24

________ seeks to determine whether an ad is communicating effectively.

A) Copy testing
B) Flighting
C) Pulsing
D) Frequency capping
E) Square inch analysis

Question 25

The aim of place advertising is to reach people where they work, play, and shop.

Question 26

Which of the following types of advertising timing patterns calls for spending all advertising dollars in a single period?

A) frequency capping
B) flighting
C) concentration
D) pulsing
E) continuity

Question 27

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

Question 28

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

Question 29

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

Question 30

Share of ________ represents the proportion of company advertising of a product to all advertising of that product.

A) wallet
B) mind
C) voice
D) market
E) cost

Question 31

Reach of an advertising message is most important when launching new products, flanker brands, extensions of well-known brands, or infrequently purchased brands.

Question 32

Moonburst is a newly launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to better promote Moonburst, it has to zero in on an advertising medium that would offer flexibility to alter its advertising message and the ability to fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade off audience selectivity and creative possibilities if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?

A) outdoor media
B) radio
C) magazines
D) television
E) Yellow Pages

Question 33

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Question 34

Explain the classification of advertising objectives.

Question 35

Dante is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for the ads of a department store chain to target the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads?

A) continuity
B) flighting
C) pulsing
D) concentration
E) frequency capping

Question 36

The macroscheduling decision calls for allocating advertising expenditures within a short period to obtain maximum impact.

Question 37

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

Question 38

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.

Question 39

Brands in highly-differentiated product classes require heavy advertising to establish a unique image.

Question 40

The higher the forgetting rate associated with a brand, product category, or message, the lower the warranted level of repetition.

Question 41

A ________ is a sales force promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period, with prizes (money, trips, gifts, or points) going to those who succeed.

A) trade show
B) frequency program
C) sales contest
D) sweepstake
E) patronage award

Question 42

What are the major advantages and disadvantages associated with print advertising media (newspapers and magazines)?

Question 43

________ time is the time necessary to prepare a promotional program prior to launching it.

A) Sell-in
B) Link
C) Setup
D) Lead
E) Hold

Question 44

Sales promotions in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in brand preference over the longer term.

Question 45

Which of the following is a sales promotion tool that typically does NOT build brand image?

A) consumer refund offers
B) free samples
C) premiums related to the product
D) frequency awards
E) coupons that include a selling message

Question 46

Which of the following is an example of a trade promotion?

A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums

Question 47

Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?

A) to enhance corporate image
B) to express commitment to the community or on social issues
C) to entertain key clients or reward key employees
D) to create perceptions of key brand image associations
E) to become part of a personally relevant moment in consumers' lives

Question 48

What are the legal and social issues associated with advertising?

Question 49

Describe the communication-effect research method of evaluating advertising effectiveness.

Question 50

What are typical objectives for sales promotions aimed at consumers, retailers, and the sales force?

Question 51

Examples of manufacturer promotions include price cuts and feature advertising.

Question 52

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

Question 53

What objectives do marketers have for using trade promotions?

Question 54

Which of the following elements of the marketing communications mix consists of a collection of incentive tools, mostly short-term, designed to stimulate quicker or greater purchase of particular products or services by consumers, or the trade?

A) advertising
B) public relations
C) sales promotion
D) events and experiences
E) personal selling

Question 55

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events?

A) to permit merchandising or promotional opportunities
B) to express commitment to the community or on social issues
C) to create experiences and evoke feelings
D) to identify with a particular target market or lifestyle
E) to increase salience of company or product name

Question 56

Premiums, as a consumer promotion tool, are defined as ________.

A) offers to consumers of savings off the regular price of a product, flagged on the label or package
B) certificates entitling the bearer to a stated saving on the purchase of a specific product
C) programs providing rewards related to the consumer's frequency and intensity in purchasing the company's products or services
D) merchandise offered at a relatively low cost or free as an incentive to purchase a particular product
E) values in cash or in other forms that are proportional to patronage of a certain vendor or group of vendors

Question 57

What have been the recent trends in the use of sales promotions?

Question 58

What criteria do marketers need to consider when selecting specific media vehicles?

Question 59

Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

A) tie-in promotion
B) frequency programs
C) specialty advertising
D) cross-promotion
E) patronage awards

Question 60

When Fred sends in the box top from his cereal to receive a free DVD of a cartoon featuring one of his favorite characters, he is responding to a ________.

A) self-liquidating premium
B) with-pack premium
C) reduced-price pack
D) banded pack
E) free in-the-mail premium

Question 61

Rather than merely counting media exposures, a better measure of marketing public relations effectiveness is the ________.

A) number of promotional tools required
B) effect it has on its market capitalization
C) change in product awareness, comprehension, or attitude
D) changes observed in media behavior
E) impact it has on the company's market share

Question 62

________ refers to the task of securing editorial space-as opposed to paid space-in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.

A) Advertising
B) Media planning
C) Communication design
D) Publicity
E) Copy testing

Question 63

The supply-side measurement method focuses on potential exposure to a brand by assessing the extent of media coverage of an event, and the demand-side method focuses on exposure reported by consumers.

Question 64

Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods?

A) impact on market share of sponsor
B) amount of time a brand is clearly visible on a television screen
C) amount of relevant newsprint mentioning the sponsor
D) influence on consumers' brand knowledge of the sponsor
E) net impact on the sponsor's bottom line

Question 65

Which of the following is a medium of visual identity for a company?

A) annual reports
B) dress codes
C) press releases
D) seminars
E) trade shows

Question 66

List the major objectives of events and experiences as promotion tools.

Question 67

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

Question 68

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

Question 69

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

Question 70

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

Question 71

JBJ Sports is a leading sporting goods manufacturer from Atlanta. It has recently initiated a program in association with the Food4Kids Foundation, which raises funds to promote nutritional awareness of young children. The company plans to donate $1 for every item it sells in the North American market. Also, JBJ has roped in professional sports teams associated with it to wear the Food4Kids logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program?

A) entertaining key clients or rewarding key employees
B) expressing commitment to the community or on social issues
C) permitting merchandising or promotional opportunities
D) stimulating quicker or greater purchase of particular brands
E) identifying with a particular target market or lifestyle

Question 72

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

A) Public relations
B) Advertising
C) Sales promotion
D) Personal selling
E) Direct marketing

Question 73

Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?

A) corporate communications
B) product publicity
C) lobbying
D) counseling
E) press relations

Question 74

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

Question 75

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

Question 76

Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

A) consumers' brand knowledge
B) impact on sponsor's bottom line
C) extent of media coverage
D) brand exposure reported by consumers
E) sales pattern of sponsored products

Question 77

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

A) lobbying
B) corporate communications
C) press relations
D) product publicity
E) counseling

Question 78

In what marketing tasks does marketing public relations play a role? Illustrate with examples.

Question 79

An ideal event is unique but not encumbered with many sponsors, lends itself to ancillary marketing activities, and reflects or enhances the sponsor's brand or corporate image.

Question 80

Describe the methods used to measure sponsorship activities.