Exam 20: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.

Print advertising, newspapers and magazines, is generally acknowledged as the most powerful advertising medium.

What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?

Which of the following is an advantage of using radio as an advertising medium?

Which of the following is an advantage of using newspapers as an advertising medium?

Which of the following is a disadvantage of using newspapers as an advertising medium?

Compare and contrast advertising and sales promotion as marketing communication tools.

Sales promotions often attract brand switchers, who are primarily looking for low price, good value, or premiums.

When Lola asked what the advertising campaign should say, she was concerned with which of the five Ms?

Which of the following is an advantage of using television as an advertising medium?

Advertisements for which of the following product categories would merit a continuous advertising timing pattern the most?

The forgetting rate is the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the advertising should be.

List the major objectives of events and experiences as promotion tools.

Describe how advertising objectives are set to reflect the product class.

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

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

Sales promotion tools that typically are not brand building include price-off packs, contests and sweepstakes, consumer refund offers, and trade allowances.

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

What are the legal and social issues associated with advertising?

Dante is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for the ads of a department store chain to target the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads?