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

Manufacturers face several challenges in managing trade promotions. List some of these challenges and explain.

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Question 1

Correct Answer:

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First,they often find it difficult to police retailers to make sure they are doing what they agreed to do.Manufacturers are increasingly insisting on proof of performance before paying any allowances.Second,more retailers are doing forward buying,which is buying during the deal period a greater quantity than they can use during the deal period.The manufacturer then has to schedule more production than planned and bear the costs of extra work shifts and overtime.Third,retailers are doing more diverting.They will buy more cases than needed in a region in which the manufacturer offered a deal and shipping the surplus to their stores in nondeal regions.

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

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Question 2

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

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Question 3

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Several factors have contributed to the increase in sales promotion as a marketing tool. One of these factors is that

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Question 4

The ________ is the rate at which the buyer forgets the brand.

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Question 5

________ aims to create brand awareness and knowledge of new products or new features of existing products.

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Question 6

Pantene's sales promotion program included free samples and coupons with a selling message. What distinguishes this tactic from those that are not brand-building?

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Question 7

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

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Question 8

The sales impact is easiest to measure in ________ situations.

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Question 9

According to the IEG Sponsorship Report, US$17.1 billion will be spent on sponsorships in North America during 2010, with ________ going to sports.

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Question 10

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.

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Question 11

The easiest measure of MPR effectiveness is the number of ________ carried by the media.

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Question 12

The major tools in a marketing MPR department include publications, events, sponsorships, ________, speeches, public-service activities, and identity media.

(Multiple Choice)

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Question 13

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

(True/False)

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Question 14

Marketing public relations plays an important role in specific tasks. List these six tasks.

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Question 15

Television is the most powerful advertising medium. Television can be an effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits. Second, TV advertising can be a compelling means for dramatically portraying user and usage imagery, brand personality, and other brand

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Question 16

What does the concept of "social responsibility" mean for advertisers? Name an advertiser who may be guilty of overstepping these bounds and explain why.

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Question 17

Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________.

(Multiple Choice)

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Question 18

Your product competes in a mature market and your company is the market leader in the category. The advertising objective for your product should be

(Multiple Choice)

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Question 19

In choosing the proper media to carry the message, advertisers must decide on

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Question 20

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

Manufacturers face several challenges in managing trade promotions. List some of these challenges and explain.

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

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

Several factors have contributed to the increase in sales promotion as a marketing tool. One of these factors is that

The ________ is the rate at which the buyer forgets the brand.

________ aims to create brand awareness and knowledge of new products or new features of existing products.

Pantene's sales promotion program included free samples and coupons with a selling message. What distinguishes this tactic from those that are not brand-building?

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

The sales impact is easiest to measure in ________ situations.

According to the IEG Sponsorship Report, US$17.1 billion will be spent on sponsorships in North America during 2010, with ________ going to sports.

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.

The easiest measure of MPR effectiveness is the number of ________ carried by the media.

The major tools in a marketing MPR department include publications, events, sponsorships, ________, speeches, public-service activities, and identity media.

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Marketing public relations plays an important role in specific tasks. List these six tasks.

What does the concept of "social responsibility" mean for advertisers? Name an advertiser who may be guilty of overstepping these bounds and explain why.

Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________.

Your product competes in a mature market and your company is the market leader in the category. The advertising objective for your product should be

In choosing the proper media to carry the message, advertisers must decide on

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Competitive Dynamics

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Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

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