Question 1

________ aims to create liking,preference,conviction,and purchase of a product or service.

Accepted Answer

A) Corporate advertising 
B) Reminder advertising 
C) Persuasive advertising 
D) Reinforcement advertising 
E) Informational advertising 
A) Corporate advertising 
B) Reminder advertising 
C) Persuasive advertising 
D) Reinforcement advertising 
E) Informational advertising C

Question 2

If the product class is mature,then the advertising objective is to convince the market of the brand's superiority.

Accepted Answer

A) True 
 B)False  False

Question 3

Researchers studying print advertisements report that the picture,headline,and copy matter in that order.

Accepted Answer

A) True 
 B)False  True

Question 4

Loyal brand buyers tend to change their buying patterns as a result of competitive promotions.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following describes the public relations function of lobbying?

Accepted Answer

A) sponsoring efforts to publicize specific products 
B) advising management about public issues,and company positions and image during good times and bad 
C) presenting news and information about the organization in the most positive light 
D) dealing with legislators and government officials to promote or defeat legislation and regulation 
E) promoting understanding of the organization through internal and external communications 
A) sponsoring efforts to publicize specific products 
B) advising management about public issues,and company positions and image during good times and bad 
C) presenting news and information about the organization in the most positive light 
D) dealing with legislators and government officials to promote or defeat legislation and regulation 
E) promoting understanding of the organization through internal and external communications

Question 6

________ refers to the task of securing editorial space-as opposed to paid space-in print and broadcast media to promote or "hype" a product,service,idea,place,person,or organization.

Accepted Answer

A) Advertising 
B) Media planning 
C) Communication design 
D) Publicity 
E) Copy testing 
A) Advertising 
B) Media planning 
C) Communication design 
D) Publicity 
E) Copy testing

Question 7

Under which of the following conditions is the frequency the most important factor in media selection?

Accepted Answer

A) when introducing flanker brands 
B) when launching infrequently purchased brands 
C) when going into undefined target markets 
D) when there is high consumer resistance to the product 
E) when there is modest competition to the brand in the market 
A) when introducing flanker brands 
B) when launching infrequently purchased brands 
C) when going into undefined target markets 
D) when there is high consumer resistance to the product 
E) when there is modest competition to the brand in the market

Question 8

Reinforcement advertising aims to stimulate repeat purchase of products and services.

Accepted Answer

A) True 
 B)False

Question 9

Reach of an advertising message is most important when launching new products,flanker brands,extensions of well-known brands,or infrequently purchased brands.

Accepted Answer

A) True 
 B)False

Question 10

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

Accepted Answer

A) Puffery 
B) Boosterism 
C) Astroturfing 
D) Doublethink 
E) Subliminal advertising 
A) Puffery 
B) Boosterism 
C) Astroturfing 
D) Doublethink 
E) Subliminal advertising

Question 11

Which of the following is a disadvantage of using outdoor media for advertising?

Accepted Answer

A) low flexibility 
B) low repeat exposure 
C) limited audience selectivity 
D) high costs 
E) greater competition 
A) low flexibility 
B) low repeat exposure 
C) limited audience selectivity 
D) high costs 
E) greater competition

Question 12

Write a brief note on the role of television as an advertising medium.

Accepted Answer

Television is generally acknowledged as

Question 13

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

Accepted Answer

A) air conditioners 
B) life insurance 
C) breakfast cereal 
D) automobiles 
E) holiday package tours 
A) air conditioners 
B) life insurance 
C) breakfast cereal 
D) automobiles 
E) holiday package tours

Question 14

Which of the following statements is true of the factors that affect an advertising budget?

Accepted Answer

A) High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share. 
B) Brands in less-differentiated or commodity-like product classes require very less advertising to establish a unique image. 
C) New products typically merit large advertising budgets to build awareness and to gain consumer trial. 
D) In a market with few competitors and moderate advertising spending,a brand must advertise more heavily to be heard. 
E) Established brands usually are supported with high advertising budgets,measured as a ratio to sales. 
A) High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share. 
B) Brands in less-differentiated or commodity-like product classes require very less advertising to establish a unique image. 
C) New products typically merit large advertising budgets to build awareness and to gain consumer trial. 
D) In a market with few competitors and moderate advertising spending,a brand must advertise more heavily to be heard. 
E) Established brands usually are supported with high advertising budgets,measured as a ratio to sales.

Question 15

The easiest measure of marketing public relations effectiveness is ________.

Accepted Answer

A) the resultant effect on the company's sales figures 
B) the effect it has on its market capitalization 
C) the number of exposures carried by the media 
D) the changes observed in consumers' brand knowledge 
E) the impact it has on the company's market share 
A) the resultant effect on the company's sales figures 
B) the effect it has on its market capitalization 
C) the number of exposures carried by the media 
D) the changes observed in consumers' brand knowledge 
E) the impact it has on the company's market share

Question 16

Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?

Accepted Answer

A) corporate communications 
B) product publicity 
C) lobbying 
D) counseling 
E) press relations 
A) corporate communications 
B) product publicity 
C) lobbying 
D) counseling 
E) press relations

Question 17

An ideal event is also unique but not encumbered with many sponsors,lends itself to ancillary marketing activities,and reflects or enhances the sponsor's brand or corporate image.

Accepted Answer

A) True 
 B)False

Question 18

What is the role of print media in advertising? What are the major advantages and disadvantages associated with print advertising media?

Accepted Answer

Print media offer a stark contrast to br

Question 19

Ted is a media buyer with Shelvey Partners,an ad agency in Singapore.He is currently working on charting a media plan for a departmental store chain's ads that are targeted for the Christmas season.Which of the following advertising timing patterns is best suited for running these ads?

Accepted Answer

A) continuity 
B) flighting 
C) pulsing 
D) concentration 
E) frequency capping 
A) continuity 
B) flighting 
C) pulsing 
D) concentration 
E) frequency capping

Question 20

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

Accepted Answer

A) tie-in promotion 
B) frequency programs 
C) specialty advertising 
D) cross-promotion 
E) patronage awards 
A) tie-in promotion 
B) frequency programs 
C) specialty advertising 
D) cross-promotion 
E) patronage awards

Exam 18: Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

________ aims to create liking,preference,conviction,and purchase of a product or service.

If the product class is mature,then the advertising objective is to convince the market of the brand's superiority.

Researchers studying print advertisements report that the picture,headline,and copy matter in that order.

Loyal brand buyers tend to change their buying patterns as a result of competitive promotions.

Which of the following describes the public relations function of lobbying?

________ refers to the task of securing editorial space-as opposed to paid space-in print and broadcast media to promote or "hype" a product,service,idea,place,person,or organization.

Under which of the following conditions is the frequency the most important factor in media selection?

Reinforcement advertising aims to stimulate repeat purchase of products and services.

Reach of an advertising message is most important when launching new products,flanker brands,extensions of well-known brands,or infrequently purchased brands.

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

Which of the following is a disadvantage of using outdoor media for advertising?

Write a brief note on the role of television as an advertising medium.

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

Which of the following statements is true of the factors that affect an advertising budget?

The easiest measure of marketing public relations effectiveness is ________.

Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?

An ideal event is also unique but not encumbered with many sponsors,lends itself to ancillary marketing activities,and reflects or enhances the sponsor's brand or corporate image.

What is the role of print media in advertising? What are the major advantages and disadvantages associated with print advertising media?

Ted is a media buyer with Shelvey Partners,an ad agency in Singapore.He is currently working on charting a media plan for a departmental store chain's ads that are targeted for the Christmas season.Which of the following advertising timing patterns is best suited for running these ads?

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

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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