Question 1

You've been hired to work in the public relations department of a large Canadian insurance company. What five functions would you expect this department to perform?

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Question 2

You are considering alternative advertising options to mainstream media. What specific alternative options would be available to you?

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Question 3

Pantene's sales promotion program included free samples and coupons with a selling message. What distinguishes this tactic from those that are not brand-building?

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Question 4

Microsoft Corporation could use the activities of MPR (marketing public relations) in a variety of ways. Explain the tasks that MPR could apply to support both corporate and product promotion and image making.

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Question 5

You've been asked to develop a successful sponsorship strategy for a national airline. What are the three decisions that have to be made to utilize your sponsorship effectively?

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Question 6

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. Explain what the four choices are available to you.

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Question 7

You could save money in your advertising budget by reducing media frequency. What would you be jeopardizing if you sacrificed frequency to save dollars?

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Question 8

Discuss how the five Ms can be applied to the development of an advertising campaign for Energizer batteries.

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Question 9

In attempting to measure the effectiveness of your advertising you undertake to pretest the advertising. What are the three methods of pretesting?

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Question 10

In designing your sales promotion campaign for an established stain remover brand, your objective is to attract new triers and to reward loyal customers. What type of sales promotion should you use?

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Question 11

Your company is very satisfied with its brand's share of mind and heart. Explain the formula for measuring sales impact of advertising. What steps has this brand achieved and what should be its ultimate goal?

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Question 12

From a brand building perspective, television advertising has two particularly important strengths. Name three product categories that would benefit from these strengths, supporting your choices.

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Question 13

As media planner, you've been asked to develop a buy for a new type of tinned soup. You'll be expected to know the capacity of the major advertising media types to deliver reach, frequency, and impact. What other variables must you consider?

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Question 14

A food ad in Canadian Living would have a higher impact than in Canadian Business. Explain the concept of "impact."

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Question 15

The existence of Everything Coca-Cola in Las Vegas, M&M World in Times Square, and General Mills Cereal Adventure in Mall of America are examples of "experiences." Why are more and more companies investing funds into creating "experiences" for their consumers?

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Question 16

In designing and evaluating an ad campaign, it is important to develop what two strategies? Describe both strategies as they apply to your favourite television commercial.

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Question 17

As a media buyer for a fast food chain, you care about frequency and reach. You are examining a buy that features adequate frequency but you are concerned about the reach. Explain the concept of "reach."

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Question 18

What does the concept of "social responsibility" mean for advertisers? Name an advertiser who may be guilty of overstepping these bounds and explain why.

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Question 19

How could a corporation like IBM best measure the effectiveness of their MPR campaign?

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Question 20

Dannon is introducing a new low-carb yogurt. Which form of advertising, informative or persuasive, should they employ and why?

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