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Essay

101.
major
decisions know as the five Ms. List and
explain each of these Ms.

102.
Advertisers
and their agencies must be sure advertising does not overstep social and legal
norms. Public policy makers have developed a substantial body of laws and
regulations to govern advertising. List some of the restraints imposed upon
advertisers and their clients today.

In developing an advertising program,
marketing managers can make the five
103.
The
media planner must know the capacity of the major advertising media types to
deliver reach, frequency, and impact. Media planners make their choices by
considering four variables. List these variables and briefly explain them.

104.
A
decade ago, the advertising-to-sales-promotion ratio was about 60:40. Today, in
many consumer-packaged-goods companies, sales promotion accounts for 75% of the
combined budget. Several factors contribute to this rapid growth. List and
explain these factors.

105.
Manufacturers
face several challenges in managing trade promotions. List some of these
challenges.

106.
In
deciding to use a particular type of consumer promotional incentive, marketers
have several factors to consider. List these factors and briefly explain them.

107.
Report,
$14.9 billion was projected to be spent on sponsorships in North America during
2007. List the eight reasons why marketers may want to sponsor an event.

Marketing public relations plays an important role in specific tasks. List
these six tasks.

108.
In
considering when and how to use MPR, management must establish the marketing
objectives, choose the PR messages and vehicles, implement the plan carefully,
and evaluate the results. To accomplish this, MPR has a number of “tools” at
its disposal. List the major tools of effective MPR.

APPLICATION
QUESTIONS

Multiple
Choice

109.
As the
newest brand manager for your company, you are in the process of developing an
advertising campaign for the coming year. When you review your product
substitutability and the stage in the product life cycle, which of “the five
Ms” are you deciding?
a. Message
b. Measurement
c. Money

d. Media
e. Mission

110.
Your
product competes in a mature market and your company is the market leader in
the category. The advertising objective for your product should be ________.
a. to stimulate and persuade consumers to use
your product
b. to stimulate and demonstrate the product’s
superiority
c. to stimulate more usage
d. to stimulate brand recognition
e. none of the above

Advertising often fails to increase sales for mature brands and categories in
decline. The ________ is much lower for
these products than for newer ones.
f. clutter
g. message generation
h. creative brief
i.
advertising
elasticity
j.
flexibility

111.
You
have decided to use print media to advertise your product because the amount of
information you wish to communicate is large. In designing a print campaign,
you have been advised to write a headline for the ad that is strong. What is it
about the headline that is so important in a print ad campaign?
a. The headline must reinforce the picture and
lead the person to read the copy.
b. The headline must attract the reader’s
eyes.
c. The headline must appeal to the reader’s
sense of “wow.”
d. The headline must spark curiosity from the
reader.
e. The headline must offend the readers’
sensibilities to attract them to read it.

112.
The
company has decided to change its advertising message in key markets. Speed and
flexibility are the issues here as the company scrambles to make up lost
ground. Of all of the advertising media available to you, which one offers your
company flexibility?
a. Billboards
b. Television
c. Print
d. Place advertising
e. Radio

113.
A
competitive product is advertised as being able to “keep the floor clean” for
six months. Testing by your firms’ laboratories refutes this advertising
message. Under U.S.
law, the competition is practicing ________.
a. deceptive advertising
b. puffery
c. creative license
d. acceptable risks
e. none of the above

114.
Your
research has shown that your consumers have a high forgetting rate on your
product. In fact, the forgetting rate is as high as 20%. To reverse this trend,
you will undertake an advertising campaign designed to get the message back
into memory by emphasizing ________.
a. complicity
b. impact
c. reach
d. frequency
e. none of the above

115.
Although
outdoor advertising has limited audience selectivity, it ________.
a. is very expensive
b. offers low repeat exposure
c. is subject to low competition
d. is highly inflexible
e. all of the above

116.
In
developing an advertising campaign of your new product, you have decided on
creating a mobile workshop that would travel around the country showing
consumers how to use the product. This mobile “workshop” is an example of
________.
a. place advertising
b. creative advertising
c. product advertising
d. billboards
e. branded advertising

117.
When
Pringles is featured on the television show Survivor,
this is an example of________.
a. product placement
b. advertorials
c. branded entertainment
d. product advertising
e. creative advertising

The ad agency you are working with cites
studies that show that consumers wait until the last minute to make buying
decisions and in fact, one study suggested that over 74% of all buying
decisions are made in the store. The ad agency is urging you to approve the
creation of ________ to capitalize on these spontaneous buying decisions.
f. point-of-purchase material
g. print material
h. coupons
i.
flyers

j.
none
of the above

118.
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 ________.
a. interactive marketing
b. effective ad-exposed audience
c. direct-response advertising
d. effective audience
e. all of the above

119.
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 ________.
a. $41
b. $53
c. $65
d. $77
e. $84

120.
For a
baby lotion ad, a magazine read by one million young mothers has high ________.
a. editorial quality
b. ad-placement policies
c. extra services
d. audience quality
e. supply-side measurement

121.
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.
a. continuity
b. intermittent
c. concentrated
d. flighting

e. pulsing

122.
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?
a. Opinion testing
b. Laboratory testing
c. Portfolio testing
d. Copy testing
e. Consumer feedback method
123.
The
company’s marketing mix includes such tools as coupons, cash refund offers, and
premiums. These are examples of ________.
a. salesman’s tools
b. marketing mix
c. consumer promotions
d. trade promotions
e. none of the above

124.
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.
a. condition
b. distribution vehicle
c. duration
d. supply side
e. implementation

125.
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.
a. supply-side
b. demand-side
c. market-share
d. share-of-market
e. share-of-voice

126.
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 ________.
a. build interest in a product category
b. launch new products
c. reposition a mature product
d. defend products that have encountered
public problems
e. build the corporate image in a way that
reflects favorably on its products

Short
Answer

127.
What
are the major differences between informative and persuasive advertising?

128.
In
designing and evaluating an ad campaign, it is important to distinguish between
what two strategies?

129.
From a
brand-building perspective, television advertising has two particularly
important strengths. List and briefly explain these strengths.

130.
Explain
how format elements of a print ad can impact the ad’s impact.

131.
Explain
the concept of “reach.”

132.
Explain
the concept of “frequency.”

.

133.
Explain
the concept of “impact.”

134.
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?

135.
Explain
the rationale behind using out-of-home advertising to reach consumers.

136.
What
is the appeal of point-of-purchase advertising?

137.
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.

138.
In
attempting to measure the effectiveness of your advertising, you undertake to
pretest the advertising. What are the three methods of pretesting?

139.
Explain
the formula for measuring sales impact of advertising.

140.
In
designing your sales promotion campaign, your objective is to attract new
triers and to reward loyal customers. What type of sales promotion should you
use?

141.
Define
the concept of “consumer franchise-building” sales promotions.

142.
Manufacturers
use a number of trade promotion tools.
Give four reasons why manufacturers award money to the trade.

143.
Why
are more and more companies investing funds into creating “experiences” for
their consumers?

144.
Developing
successful sponsored events involves a number of decisions. What are the three
decisions that must be made to utilize sponsorships effectively?

145.
The
company’s public relations department performs five functions. List these five
functions.

146.
MPR
(marketing public relations) plays an important role in what tasks?

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