Question 1

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

Accepted Answer

Lead time refers to the duration required for planning, designing, and executing a promotional program before its launch. It includes the time required for identifying target audiences, creating promotional messages, selecting promotional tools, and scheduling the promotional activities.

Question 2

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

Accepted Answer

Supply-side methods of assessing sponsorship activities focus on the extent of media coverage, as it directly relates to the visibility and exposure a sponsor can gain from their investment.

Question 3

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

Accepted Answer

Cross-promotion involves using one brand to promote another noncompeting brand. The brands are often related or complementary in some way, but not direct competitors. The goal is to leverage each other's customer base and reach a wider audience. Examples include McDonald's including Disney toys in their Happy Meals or Coca-Cola sponsoring a music festival.

Question 4

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?

Accepted Answer

Mountain Dew's sponsorship of adventure events is most likely aimed at creating perceptions of key brand image associations, such as being associated with extreme sports and adventure.

Question 5

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

Accepted Answer

Events and experiences allow a company or brand to directly engage with the target market and create a memorable, personally relevant moment. This can help to build a stronger relationship with the consumer and increase brand loyalty. Advertisements, sales promotions, public relations, and direct marketing efforts can all be effective in their own ways, but may not necessarily create the same level of personal connection as an event or experience.

Question 6

________ 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.

Accepted Answer

Publicity refers to securing editorial space in the media, which is unpaid coverage of a product, service, idea, place, person, or organization. This is different from advertising, which is paid space in the media. Media planning, communication design, and copy testing are all related to advertising, not publicity.

Question 7

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

Accepted Answer

Macroscheduling refers to the decision of when to advertise over a longer period, such as a year, to align with overall marketing and business objectives, not the allocation of advertising expenditures within a short period.

Question 8

A ________ is a salesforce 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.

Accepted Answer

A sales contest is specifically designed to motivate and incentivize the sales force or dealers to improve their sales performance over a specific period. The use of prizes such as money, trips, gifts, or points is common in sales contests, where the top performers are rewarded. Trade shows are events where businesses showcase their products and services, frequency programs reward customers for their loyalty, sweepstakes are a type of lottery where winners are chosen at random, while patronage awards are given to customers based on their previous purchases.

Question 9

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

Accepted Answer

The demand-side methods focus on evaluating the effectiveness of sponsorship by measuring the impact on the targeted consumers, including their brand knowledge and perception towards the sponsor. Thus, D is the best choice as it directly pertains to measuring the influence on consumers' brand knowledge of the sponsor. A, B, C, and E are not directly related to demand-side methods, as they focus on other aspects such as market share, visibility, news coverage, and financial impact.

Question 10

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

Accepted Answer

This is the definition of an advertising objective.

Question 11

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

Accepted Answer

Public relations includes programs and tactics designed to create a positive image for a company or brand and maintain favorable relationships with stakeholders, including the media, government, investors, and the general public. It includes activities such as publicity, crisis management, event planning, and community relations. While advertising, sales promotion, personal selling, and direct marketing can also promote a company or product, public relations has a specific focus on managing reputation and building relationships.

Question 12

Reinforcement advertising aims to stimulate repeat purchase of products and services.

Accepted Answer

The answer of Reinforcement advertising aims to stimulate repeat purchase...

Question 13

JBJ Sports is a leading sports goods maker from Atlanta.It has recently initiated a program in association with the Children of God Foundation,which bids to raise funds to promote nutritional awareness and education of young children from Bangladesh.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 Children of God logo on their team gear.Which of the following best describes the motivation for JBJ's involvement in the program?

Accepted Answer

JBJ's involvement in the program is motivated by expressing their commitment to the community and social issues. They are raising funds to promote nutritional awareness and education of young children from Bangladesh, which serves a social cause. The company plans to donate $1 for every item sold, which shows their commitment to the cause. Also, they have roped in professional sports teams associated with them to wear the Children of God logo on their team gear, which shows their commitment to promoting the cause.

Question 14

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?

Accepted Answer

The answer of Rolex calls itself the "Official Timekeeper" of...

Question 15

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

Accepted Answer

Premiums are merchandise offered at a relatively low cost or free as an incentive to purchase a particular product.

Question 16

The rationale behind place advertising is that marketers are better off reaching people where they work,play,and shop.

Accepted Answer

Place advertising targets individuals while they are in specific locations, such as work, play or shopping areas, rather than via media outlets. This type of advertising is based on the rationale that it is more effective to reach people where they are already engaging in activities that are associated with their interests and needs.

Question 17

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

Accepted Answer

The public relations department is responsible for promoting the understanding of the organization through internal and external communications. This function is known as corporate communications.

Question 18

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

Accepted Answer

Press relations involve presenting news and information about the organization in the most positive light. Corporate communications deal with the overall communication strategy and messaging of the organization, product publicity focuses on promoting specific products, lobbying involves influencing legislation and government policies, and counseling involves providing advice to the organization on how to handle certain situations.

Question 19

Puffery refers to simple exaggerations in advertisements that are not meant to be believed and are considered illegal.

Accepted Answer

Puffery refers to exaggerated or subjective statements made in advertising that are not meant to be taken literally and are not considered illegal.

Question 20

The easiest measure of marketing public relations effectiveness is ________.

Accepted Answer

The answer of The easiest measure of marketing public relations...

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