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1. Marketing public relations (MPR) supports
corporate or product promotion and image making and plays a crucial role in
________.
a. creating publicity
b. protecting the company from liabilities
c. repositioning a mature product
d. securing free ad spaces
e. building a word-of-mouth campaign

2. MPR serves a special constituency,
________.
a. the finance department
b. consumer activists
c. shareholder activists
d. the marketing department
e. ad agencies

3. MPR can build ________ by placing stories
in the media to bring attention to a product, service, person, organization, or
idea.
a. talk
b. stories
c. awareness
d. buzz
e. exposure

4. The major tools in an MPR
department include publications, events, sponsorships, ________, speeches,
public service activities, and identity media.
a. customers
b. managers
c. news
d. universities
e. colleges

5. The easiest measure of MPR effectiveness is
the number of ________ carried by the media.
a. stories
b. exposures
c. customers
d. articles
e. none of the above

6. A better measure to evaluate the
effectiveness of MPR is to measure ________.
a. the change in product awareness
b. the number of exposures carried by the
media
c. the number of minutes of radio airtime
garnered
d. the difference between PR costs and
advertising space expense
e. the extent of viewer repeat exposure

True/False

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

8. The advertising objective should emerge
from a thorough analysis of the current marketing situation.

9. One of the five specific factors
that must be considered when setting an advertising budget is the amount of
money available from top management.

10. In designing and evaluating an ad campaign,
it is important to distinguish the message strategy from the “messenger.”
11. A creative brief is an elaboration of the
positioning statement of the brand.

12. One of the advantages of television is that
the large number of ads and nonprogramming material on television creates
clutter that makes it easy for consumers to ignore or forget the ad.

13. Because of the fleeting nature of the
television ad, and the distracting creative elements often found in it,
product-related messages and the brand itself can be overlooked.

14. One of the advantages of print ads is that
they can provide dynamic presentations and demonstrations as well as provide
much detailed information.

15. One of the advantages of radio advertising
is its flexibility.

16. Sellers in the United States are legally obligated
to avoid bait-and-switch advertising that attracts buyers under false
pretenses.

17. Media selection is finding the most
cost-effective media to deliver the desired number and types of exposures to
the target audience.

18. The total number of exposures in a
marketing advertising campaign can be expressed in the formula: E = Rx F.

19. The weighted number of exposures
to an advertising campaign is reach times average frequency times average
impact, or WE = R x F x I.

20. Frequency is most important where there are
weak competitors, a complex story to tell, low consumer resistance, or an
infrequent purchase cycle.

21. One of the limitations of
newspapers is their short life span.

22. Advertising in the Yellow Pages offers
excellent local coverage and wide reach at low cost, but also carries high
competition and creative limitations.

23. Place advertising, also called out-of-home
advertising, is a broadly
defined category that captures many different alternative advertising forms.

24. In product placement
advertisements, marketers pay a fee to have their products make cameo
appearances in movies, films, and television shows.

25. “Branded entertainment” is where editorial
content is produced that reflects favorably on the product or brand.

26. One of the appeals of point-of-purchase
advertisements, as one study suggested, is that the bulk of all buying decisions
are made in the store.

27. Strategically, outdoor advertising
is often more effective at enhancing brand awareness or reinforcing brand image
than creating new brand associations.

When calculating the cost per thousand persons reached by a vehicle, marketers
need to adjust the measure for audience quality and audience-attention
probability.

28. In choosing media, the advertiser
faces both a macroscheduling and a microscheduling problem.

29. Advertisers have the choice of
concentrated, continuous, or episodic when deciding on the advertisements
timing patterns.

30. Most advertisers try to measure
the communication effect of an ad—that is, its potential effect on awareness,
knowledge, preference, and sales.

31. Communication-effect research seeks to
determine whether an ad is communicating effectively.

32. Advertising’s sales effect is generally no
more difficult to measure than its communication effect.

33. Researchers try to measure the
sales impact through analyzing historical or experimental data.

34. Sales promotion consists of a collection of
incentive tools, mostly short term, designed to stimulate quicker or greater
purchase of particular products or services by consumers or the trade.

35. Sellers use incentive-type promotions to
attract new triers, to reward loyal customers, and to increase the repurchase
rates of occasional users.

36. Advertising typically builds brand loyalty,
and sales promotions can weaken brand loyalty.

37. For consumers, ideally, sales
promotions would have short-run sales impact as well as long-run brand equity
effects.

38. Examples of retailer promotions include
price cuts, feature advertising, retailer coupons, and retailer contests or
premiums.

39. Studies have shown that sales promotions
are not effective when used in conjunction with advertising.

40. The growing power of larger retailers has
increased the retailer’s ability to demand trade promotion at the expense of
consumer promotion and advertising.

41. Marketers report a number of reasons why
they sponsor events. One of these reasons is that the firm wishes to identify
with a particular target market or lifestyle.

42. Developing successful sponsored events
involves choosing the appropriate events; designing the optimal sponsorship
program for the event; and managing the event dynamics properly.

43. In measuring an event, the
supply-side method attempts to approximate the amount of time or space devoted
to media coverage of an event.

44. Public relations involves a variety of
programs designed to promote or protect a company’s image or its individual
products.

45. Many experts believe that consumers are
much more likely to be influenced by editorial copy than by advertising.
Answer: True

Essay

101.
In
developing an advertising program, marketing managers can make the five 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.

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.

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