Question 1

Explain the rationale behind using out-of-home advertising to reach consumers.

Accepted Answer

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Question 2

As a sponsoring organization of a recent sporting event,your ad agency presents 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 a ________ measurement.

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Question 3

When consumers respond to such questions as "What is the main message you get from this ad?" or "How does this ad make you feel?" you are using what communication-effect research method?

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Question 4

Explain the concept of "reach."

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Question 5

What are the major differences between informative and persuasive advertising?

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Question 6

If a full-page,four-color ad in Newsweek costs $200,000 and Newsweek's estimated readership is 3.1 million people,the cost of exposing the add to 1,000 people is approximately ________.

Accepted Answer

To calculate the cost of exposing the ad to 1,000 people, we need to divide the cost of the ad by the estimated readership, and then multiply the result by 1,000:

($200,000 / 3.1 million) x 1,000 = $64.51

Rounding this to the nearest dollar, we get $65. Therefore, the answer is C, $65.

Question 7

Explain the concept of "frequency."

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Question 8

The media planner needs to know the capacity of the major advertising media types to deliver reach,frequency,and impact.Media planners make their choices by considering what variables?

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Question 9

The company's marketing mix includes such tools as coupons,cash refund offers,and premiums.These are examples of ________.

Accepted Answer

Coupons, cash refund offers, and premiums are all examples of consumer promotions, which are incentives designed to encourage customers to purchase a product or service. The other options, salesman's tools and trade promotions, do not specifically refer to these types of customer incentives. The marketing mix is a broader concept that includes product, price, promotion, and place, and consumer promotions are only one part of the promotional mix.

Question 10

From a brand-building perspective,television advertising has two particularly important strengths.List and briefly explain these strengths.

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Question 11

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 ________.

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

Question 12

In designing and evaluating an ad campaign,it is important to distinguish between what two strategies?

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The answer of In designing and evaluating an ad campaign,it...

Question 13

The way the promotional material gets to the consumer is known as the ________.For example,a 15-cents-off coupon can be sent by mail,offered in stores,or attached to the product packaging.

Accepted Answer

The way the promotional material gets to the consumer is known as distribution vehicle.

Question 14

In launching your company's new product,you are faced with a decision of what type of timing pattern will effectively match the communications objectives in relation to the nature of the product.List the four choices available to you.

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Question 15

What is the appeal of point-of-purchase advertising?

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Question 16

One of the criteria for evaluating the effectiveness of your print campaign is the circulation of the physical units carrying the advertising.You have asked for more information from the ad agency.In fact,you have asked for the number of people with your target audience's characteristics who actually saw the ad.This is an example of ________.

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The answer of One of the criteria for evaluating the...

Question 17

Buyers enter your market at a high rate and consumers purchase your product on almost a "daily" basis.With these two known characteristics about your consumers and market,you are better off using a(n)________ advertising timing pattern.

Accepted Answer

Continuity advertising timing pattern is the best choice in such a market where buyers enter at a high rate and consumers purchase the product on almost a daily basis. It involves a steady and continuous flow of advertising throughout the year to keep the product in the minds of the consumers. It ensures that the brand remains visible and top of mind for the customers, leading to a steady stream of sales.

Question 18

Explain the concept of "impact."

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Question 19

For a baby lotion ad,a magazine read by one million young mothers has high ________.

Accepted Answer

The most important factor for a baby lotion ad would be the audience quality. A magazine with a readership of one million young mothers would have a high potential for reaching the target audience effectively. Factors like editorial quality, ad-placement policies, extra services, and supply-side measurement may also be important, but audience quality would be the most significant factor for this particular ad.

Question 20

Explain how format elements of a print ad can impact the ad's impact.

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Quiz 18: Managing Mass Communications: