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

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

Established brands usually are supported with lower advertising budgets, measured as a ratio to sales.

________ is a consumer promotion tool that involves inviting prospective purchasers to try the product without cost in the hope that they will buy.

The popular music talent show, American Idol, has been generally acknowledged as the most profitable TV series in U.S. history, in terms of advertising and merchandising revenue. Major sponsors of the show include Coca-Cola, AT&T Wireless, and iTunes, among many others. Cups bearing the logo of Coca-Cola were a prominent prop found on the show's judges' tables. The show also urged viewers to vote for contestants using AT&T sms services. Contestants were routinely shown rehearsing for their performances with the help of Apple iPods. Which of the following advertising practices is apparent in this example?

The macroscheduling decision calls for allocating advertising expenditures within a short period to obtain maximum impact.

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

Additional costs beyond the cost of specific promotions include the risk that promotions might decrease long-run brand loyalty.

In developing an advertising program, marketing managers can make the five major decisions known as the five Ms. List and explain each of these Ms.

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

Which of the following types of advertising timing patterns calls for spending all the advertising dollars in a single period?

Audi models featured prominently in the 2010 blockbuster Iron Man 2, including main character Tony Stark's personal R8 Spyder. Which of the following is the most rational explanation for Audi's decision to associate itself with the movie?

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

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.

Which of the following is an example of a business and sales force promotion?

Which of the following terms describes the practice of retailers purchasing a greater quantity during a sales promotion period than they can immediately sell?

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

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

Outdoor advertising is more effective at creating new brand associations than enhancing brand awareness or brand image.

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events?