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

GENERAL
CONCEPT QUESTIONS

Multiple
Choice

1. In developing an advertising program,
marketing managers can make five major decisions known as the five Ms. Which of
the following is NOT one of the five Ms?
a. Mission
b. Money
c. Message
d. Media

e. Minimum

2. ________ is any paid form of nonpersonal
presentation and promotion of ideas, goods, or services by an identified
sponsor.
a. Advertising
b. Prospecting
c. Media

d. Marketing
e. Public Relations

3. Advertising objectives can be classified
according to whether their aim is to inform, persuade, remind, or ________.
a. create interest
b. purchase
c. create demand
d. reinforce

e. introduce

4. When setting the advertising budget,
marketers must consider the________.
a. message details
b. cost of television time
c. cost of new product development
d. stage in the product life cycle
e. buyer’s reaction to the campaign

5. In designing and evaluating an ad campaign,
it is important to distinguish the message
strategyor positioning of an ad from its ________.
a. brand strategy
b. creative strategy
c. test strategy
d. medium strategy
e. corporate strategy

6. A creative
briefis an elaboration of the positioning statement and includes such
items as ________.
a. key brand benefits
b. detailed instructions for the director of
the commercial
c. detailed instructions for the print ads
d. key actors to be used in the commercial
e. none of the above

7. In deciding on an ad budget, marketers must
recognize that consumer response can be ________-shaped: An ad threshold effect
exists where some positive amount of advertising is necessary before any sales
impact can be detected, but sales increases eventually flatten out.
a. T
b. M
c. S
d. Y
e. C
8. A good ad normally focuses on one or two
________.
a. important environmental factors
b. subliminal messages
c. core selling propositions
d. easily identifiable celebrities
e. consumer interest items

9. Television is the most powerful advertising
medium. TV advertising can be a
compelling means for dramatically portraying user and usage imagery, brand
personality, and other brand ________.
a. sounds
b. sights
c. intangibles
d. tangibles
e. components

Print media provides much ________ product information
and can also effectively communicate user and usage imagery.
f. detailed
g. specific

h. informational
i.
historical

j.
usage

10. Of the elements of a print advertisement,
the ________ matters the most when it comes to the ad’s effectiveness.
a. headline
b. copy
c. picture
d. font
e. color

11. Radio’s main advantage lies in its
________.
a. disk jockeys
b. flexibility
c. format
d. age of audience
e. none of the above

12. The obvious disadvantages of radio include
________.
a. the relatively passive nature of the
consumer processing
b. excessive visual stimulus
c. consumers’ ability to fast forward through
advertisements
d. consumers’ typical commitment to a single
radio station
e. all of the above

13. Under U.S. law, advertisers must not
________.
a. copy other’s ads
b. make false claims
c. advertise to children
d. advertise after 3 a.m.
e. demonstrate a product

14. ________ is finding the most cost-effective
media to deliver the desired number and types of exposures to the target
audience.
a. Weight
b. Frequency
c. Reach
d. Media buying
e. Media selection

15. Puffery is defined as ________.
a. a description of a bakery product
b. statements used in sales brochures to tout
the benefits of a product
c. simple exaggerations
d. lies
e. legal nontruths

16. In choosing the proper media to carry the
message, advertisers must decide on ________.
a. strategy, users, and media
b. target markets, users, and heavy users
c. markets, target markets, and consumers
d. reach, impact, and television stations
e. reach, frequency, and impactAnswer:
17. ________ is most important when launching
new products, flanker brands, or extensions of well-known brands.
a. Media selection
b. Weighted exposures
c. Impact
d. Reach
e. Frequency

18. The higher the ________ associated with a
brand, product category, or message, the higher the warranted level of
repetition.
a. total number of exposures
b. target audience media habits
c. forgetting rate
d. impact
e. reach

19. One of the advantages of television is that
it combines sight, sound, and motion, appealing to the senses, high attention,
and high reach. One of the disadvantages of television is its ________.
a. use of the “remote control” to zap through
commercials
b. high clutter
c. cable channels
d. fragmented markets
e. censorship possibilities

20. One of the advantages of direct mail is
audience selectivity. One of its
limitations is ________.
a. its short life
b. poor reproduction quality
c. high competition
d. long ad purchase lead time
e. relatively high cost

21. Marketers are using creative and unexpected
ad placements to grab consumers’ attentions in ________ advertising.
a. market-specific
b. customer-specific
c. space
d. nontraditional
e. place

22. Marketers pay fees so that their products
make cameo appearances in movies and on television. This is called ________.
a. branded entertainment
b. point of purchase
c. advertorials
d. product placement
e. individualization

23. In-store advertising, including ads on
shopping carts, in aisles, on shelves, on the floor, and “talking” shelves, are
all examples of ________ advertising.
a. point-of-decision
b. product-placement
c. point-of-purchase
d. branding
e. advertising

24. The main advantage of
nontraditional media is that a very precise and—because of the nature of the
setting involved—captive audience often can be reached in a ________ manner.
a. new
b. effective
c. cost-effective
d. targeted
e. individualized

25. Television audience size has
several possible measures. These include circulation, audience, and ________.
a. nonexposed audience
b. total circulation
c. exposed audience
d. listening audience
e. effective audience

26. Readers of Vogue may pay more
attention to ads than do readers of Newsweek. In this example, Vogue has greater
________ than Newsweek.
a. ad-placement policies
b. editorial quality
c. audience-attention probability
d. audience quality
e. lead generation

27. A media vehicle’s ________ refers to its
prestige and believability. People are
more likely to believe a TV or radio ad and to become more positively disposed
toward the brand when the ad is placed within a program they like.
a. ad-placement policies
b. editorial quality
c. audience-attention probability
d. audience quality
e. lead generation

28. ________ expresses the rate at which new
buyers enter the market; the higher this rate, the more continuous the
advertising should be.
a. Buyer demographics
b. Purchase frequency
c. Purchase intent
d. Buyer turnover
e. Buyer profile

The ________ is the rate at which the buyer forgets the brand.
f. designated rate
g. purchase frequency
h. purge rate
i.
turnover
rate
j.
forgetting
rate
29. The term “concentration” when used in the
context of advertising means that the advertiser will ________.
a. run heavy advertising day and night for a
short period of time
b. spend all of the advertising dollars in a
single period
c. run all the ads for the product within a specific
period of time
d. spend all of the advertising dollars across
a specific time period
e. not spend all of the advertising dollars in
a single period

30. ________ seeks to determine
whether an ad is communicating effectively.
a. Communications-effect research
b. Marketing research
c. Buyer research
d. Consumer research
e. Media research

31. In launching a new product, the advertiser
chooses among continuity, concentration, flighting, and ________ advertising
patterns.
a. reflective
b. periodic
c. continuous
d. pulsing
e. running

32. A company has to decide on how to allocate
its advertising budget over space as well as over time. A company makes “spot
buys” when it buys TV time in just a few markets or in regional editions of
magazines. These markets are called ________.
a. areas of dominant influence
b. trading areas
c. short-term marketing opportunities
d. SMSA
e. none of the above

33. There are three major methods of pretesting
ads. These are consumer feedback, ________, and laboratory test.
a. prelaunch testing
b. copy testing
c. direct testing
d. telephone inquiries
e. portfolio testing

34. The ________ involves correlating past
sales to past advertising expenditures using advanced statistical techniques in
an effort to measure the sales impact of a given promotional campaign.
a. historical approach
b. experimental design approach
c. humanist approach
d. target exposure rate approach
e. pulsing approach

35. Sales promotions include tools for ________
promotion, trade promotion, and business and sales-force promotions.
a. incentive
b. reasons
c. target
d. prospects
e. consumer

36. Sales promotions used in markets of high
brand similarity can produce a high sales response in the short run but little
________ gain in brand preference.
a. significant
b. real
c. short-term
d. incremental
e. permanent

37. Sales promotion, with its incessant prices
off, coupons, deals, and premiums, may ________ the product offering in the
buyers’ mind.
a. detract
b. augment
c. confuse
d. devalue

e. increase

38. Sales promotion tools that impart a selling
message along with the deal, as in the case of free samples and premiums when
they are related to the product, are called ________.
a. promotions
b. retailer promotions
c. manufacturer franchise building
d. retailer franchise building
e. consumer franchise building

39. When two or more brands or companies team
up on coupons, refunds, and contests to increase pulling power, it is called
________.
a. price packs
b. frequency promotions
c. team promoting
d. tie-in promotions
e. cross-promotions

40. Merchandise offered at a relatively low
cost or free as an incentive to purchase a particular product is known as
________.
a. a price pack
b. a sample
c. premiums
d. a tie-in
e. cross-promotions

41. When retailers buy a greater quantity of
product during a deal period than they can sell during the deal period, we call
this ________.
a. purchasing intent
b. forward buying
c. trade buying
d. de facto buying
e. diverting

42. When retailers buy more cases than are
needed in a region in which the manufacturer offered a deal and ship the
surplus to their stores in nondeal regions, is known as ________.
a. forward buying
b. purchasing intent
c. de facto buying
d. trade buying
e. diverting

In deciding to use a particular incentive, marketers
have several factors to consider. One of these factors is ________.
f. duration
g. distribution vehicle
h. promotion budget
i.
size
j.
all of
the above

43. Marketing managers must prepare implementation
and control plans that cover the various elements of the sales promotion
program. ________ is the time necessary
to prepare the program prior to launching it.
a. Sell-in time
b. Pretesting
c. Duration
d. Lead time
e. Forwarding

44. One of the reasons marketers sponsor events
is to ________ a particular target market or lifestyle.
a. identify with
b. capitalize upon
c. foster
d. increase exposure to
e. none of the above

45. One of the potential disadvantages of
sponsorships is that the success of an event can often ________ and some
consumers may still resent the commercialization of events.
a. attract unfavorable media attention
b. be cancelled
c. be illegal
d. be unpredictable
e. be unfavorable to the sponsor
46. _______ is a particularly important skill
in publicizing fund-raising drives for nonprofit organizations.
a. Event creation
b. Supply-side measurement
c. Demand-side measurement
d. Containerization
e. Incremental exposure

Supply-side measurement of event effectiveness focuses
on ________.
f. potential exposure to the brand by
assessing the extent of media coverage
g. reported exposure from consumers
h. incremental sales earned during the event
i.
incremental
sales earned as a result of the event
j.
reported
changes in customer perception of the brand

47. The ________ method of measuring event
effectiveness identifies the effect sponsorship had on consumers’ brand
knowledge.
a. incremental
b. supply-side
c. demand-side
d. historical
e. experimental

48. ________ involve(s) a variety of programs
designed to promote or protect a company’s image or its individual products.
a. Corporate communications
b. Press releases
c. Press relations
d. Publicity
e. Public relations

49. A(n) ________ is any group that has an
actual or potential interest in or impact on a company’s ability to achieve its
objectives.
a. campaign
b. movement
c. experience
d. public
e. experiment

50. Which of the following is NOT a function of
the PR department?
a. Press relations
b. Product publicity
c. Corporate communications
d. Counseling
e. All of the above are functions performed by
the PR department.

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