Question 1

In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

Accepted Answer

Continuity advertising is characterized by an even distribution of exposures throughout a campaign period. This means that the advertisements are spread out evenly over time, rather than concentrated in a certain time frame (concentration), alternating between high and low intensity (pulsing), or sporadically appearing at certain times (flighting). Frequency capping refers to limiting the number of times a particular user sees an ad, and is not related to the timing pattern of the advertisements.

Question 2

________ is an advertising timing pattern that calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity.

Accepted Answer

The answer of ________ is an advertising timing pattern that...

Question 3

Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?

Accepted Answer

Product placement involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows.

Question 4

Advertisements for which of the following product categories would be most effective when used with a flighting pattern?

Accepted Answer

The answer of Advertisements for which of the following product...

Question 5

________ seeks to determine whether an ad is communicating effectively.

Accepted Answer

Copy testing is a method to determine whether an ad is communicating effectively or not by measuring audience reactions and feedback. Flighting refers to the scheduling pattern of advertising, pulsing is an advertising strategy that involves alternating bursts of advertising with periods of no advertising, frequency capping limits the number of times a particular advertisement is shown to the same user, and square inch analysis is a method to determine the effectiveness of print ads by measuring the impact of specific elements (such as colors, images, copy) within an ad.

Question 6

Advertisements for which of the following products categories would merit a continuous advertising timing pattern the most?

Accepted Answer

The answer of Advertisements for which of the following products...

Question 7

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

Accepted Answer

The answer of Which of the following is an example...

Question 8

Flighting as an advertising timing pattern is most useful when ________.

Accepted Answer

Flighting advertising timing pattern is most useful when items are seasonal because it involves alternating periods of heavy advertising with periods of no advertising. This allows advertisers to concentrate their efforts during specific times when their products or services are most in demand, such as during holidays, festivals or other seasonal events.

Question 9

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?

Accepted Answer

Sales promotion consists of incentive tools like coupons, discounts, contests, and product samples, aimed at increasing the immediate purchase of a product or service, in contrast to advertising or public relations, which have more long-term effects. Events and experiences, personal selling, and sponsorships are also part of the marketing communications mix, but they do not focus on stimulating immediate or short-term purchases.

Question 10

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 the 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?

Accepted Answer

Magazines offer high audience selectivity as marketers can choose specific magazines that appeal to their target audience. Additionally, magazines typically have high-quality reproduction, allowing for visually stunning ads that can portray the brand as prestigious and luxurious.

Question 11

________ is continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity.

Accepted Answer

Pulsing is the advertising technique that involves continuous advertising at low-weight levels, followed by waves of heavier activity. This helps to maintain brand awareness while also capturing the attention of potential customers during key periods.

Question 12

Sales promotion expenditures increased as a percentage of budget expenditure for a number of years, although its growth has recently slowed. Which of the following is a factor that has contributed to the growth of sales promotion expenditures?

Accepted Answer

The trade demanding more deals from manufacturers has contributed to the growth of sales promotion expenditures. This means that retailers are looking for manufacturers to offer more discounts, coupons, and other promotions to attract customers and increase sales. As a result, manufacturers are spending more money on sales promotion to meet these demands.

Question 13

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 promote Moonburst better, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and 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?

Accepted Answer

The answer of Moonburst is a newly-launched brand of energy...

Question 14

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

Accepted Answer

The answer of Which of the following types of advertising...

Question 15

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

Accepted Answer

Share of voice represents the proportion of company advertising of a product to all advertising of that product. Share of wallet refers to the percentage of a customer's total spending in a product category that goes to a particular brand. Share of mind refers to how well a brand is remembered or thought of by consumers. Share of market refers to a company's percentage of total sales in a particular industry or product. Share of cost is not a commonly used term in marketing.

Question 16

Ted is a media buyer with Shelvey Partners, an ad agency in Singapore. He is currently working on charting a media plan for a departmental store chain's ads that are targeted for the Christmas season. Which of the following advertising timing patterns is best suited for running these ads?

Accepted Answer

The answer of Ted is a media buyer with Shelvey...

Question 17

Transformers 3 featured Lenovo laptops, TCL electronics, and Yili's Shuhua milk. Mission Impossible: Ghost Protocol featured heavy use of Apple products. Which of the following advertising practices is apparent in these examples?

Accepted Answer

The advertising strategy used in these examples is product placement, where products or brands are incorporated into the storyline or scenes of a movie or TV show.

Question 18

________ is the number of times the average buyer buys a product during the period.

Accepted Answer

Purchase frequency is the number of times the average buyer buys a product during the period. The other options are not related to this concept.

Question 19

Which of the following is an example of a business and sales force promotion?

Accepted Answer

Contests for sales reps are a type of business and sales force promotion that encourages sales reps to perform better by rewarding them with prizes or incentives. This not only motivates the sales force but also helps to increase sales for the business. The other options listed are types of trade promotions that target distributors or retailers, not the sales force.

Question 20

Which of the following media timing factors expresses the rate at which new customers enter the market?

Accepted Answer

Buyer turnover is a measure of how quickly customers enter and exit the market. It expresses the rate at which new customers enter the market, making it the best choice among the options given. Purchase frequency is a measure of how often customers make purchases, media reach is a measure of the number of people exposed to an advertisement, weighted number of exposures is a measure of the intensity of advertising exposure, and advertising impressions is a measure of the number of times an advertisement was viewed. None of these directly relate to the rate at which new customers enter the market.

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