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

Question 1

The Singapore Traffic Police's Don't Drink and Drive campaign uses a voice-over that says, "The problem with drinking is you don't know when to stop." People know the dangers of drink-driving, and the commercial is a refreshing reminder of the dangers. This is an example of ______________.

A) informational advertising
B) reminder advertising
C) institutional advertising
D) comparative advertising
E) reinforcement advertising

Answer 1

B

Question 2

An ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

A) advertising medium
B) advertising objective
C) advertising channel
D) advertising budget
E) advertising copy

Answer 2

B

Question 3

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

A) Media scheduling
B) Content analysis
C) Media selection
D) Communication design
E) Copy testing

Answer 3

C

Question 4

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

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

Question 5

________ aims to stimulate repeat purchase of products and services.

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

Question 6

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

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

Question 7

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

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 8

TV advertising is considered to be particularly advantageous because ________.

A) the low volume of non-programming material on television makes it difficult for consumers to ignore or forget ads
B) it provides detailed product information and effectively communicates user and usage imagery
C) it can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits
D) TV channels are very targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response
E) it lets companies achieve a balance between broad and localized market coverage

Question 9

Reinforcement advertising _________________________________.

A) elicits cognitive and behavioral motivations simultaneously
B) tries to minimize brand dilution
C) aims to convince current purchasers that they made the right choice.
D) elicits affective motivation, followed by cognitive motivation
E) uses negative fear appeals

Question 10

Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?

A) television
B) radio
C) newspapers
D) magazines
E) billboards

Question 11

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

A) impact
B) frequency
C) amplitude
D) reach
E) depth

Question 12

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

A) low competition
B) more attention than television
C) longer duration of ad exposure
D) flexibility
E) standardized rate structures

Question 13

_________ can be a cost-effective way to disseminate messages, whether to build a brand preference or to educate people.

A) Informative advertising
B) Advertising
C) Reinforcement advertising
D) Persuasive advertising
E) Reminder advertising

Question 14

According to researchers, which of the following is the correct order in which content of print advertisements matter?

A) picture-headline-copy
B) copy-picture-headline
C) headline-copy-picture
D) picture-copy-headline
E) copy-headline-picture

Question 15

Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

A) the advertised product belongs to a nascent product category
B) the company is not the market leader
C) the advertised brand is superior to the market leader
D) the product class is mature
E) brand usage for the product is very high

Question 16

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

A) disintermediation
B) public relations
C) vertical integration
D) reintermediation
E) crowdsourcing

Question 17

________ aims to convince current purchasers that they made the right choice.

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

Question 18

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

A) range
B) impact
C) intensity
D) reach
E) frequency

Question 19

Some marketers use _______________ advertising to attract buyers under false pretenses.

A) puffery
B) boosterism
C) bait-and-switch
D) doublethink
E) subliminal

Question 20

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

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

Question 21

What is the weighted number of exposures of a media schedule that reaches 80 percent of the target audience, with an exposure frequency of 4 and impact value of 2?

A) 320
B) 10
C) 640
D) 160
E) 240

Question 22

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

A) low audience selectivity
B) high chances of runaway costs
C) lack of adequate control
D) relatively high costs
E) lack of interactive possibilities

Question 23

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

A) lack of flexibility
B) high costs of advertisement space
C) poor reproduction quality
D) low believability
E) absence of local market coverage

Question 24

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

A) high-quality reproduction
B) short ad purchase lead time
C) high efficiency in circulation
D) no ad competition in same medium
E) low cost of advertising

Question 25

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?

A) 15
B) 160
C) 360
D) 240
E) 10

Question 26

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

A) limited audience selectivity
B) increasing clutter
C) lack of interactive possibilities
D) relatively high costs involved
E) fleeting ad exposure time

Question 27

The qualitative value of an exposure through a given medium is known as ________.

A) frequency
B) reach
C) amplitude
D) impact
E) range

Question 28

The weighted number of exposures (WE) of an advertising message over a given medium is given by ________.

A) WE = reach * frequency
B) WE = (reach * frequency) / impact
C) WE = reach * frequency * impact
D) WE = (reach + frequency) / impact
E) WE = frequency / reach

Question 29

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

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 30

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

A) low geographic and demographic selectivity
B) long ad purchase lead time
C) low-quality reproduction
D) small "pass-along" readership
E) lack of credibility

Question 31

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

A) low audience selectivity
B) lack of flexibility
C) high competition within same medium
D) relatively high cost
E) lack of personalization of advertising message

Question 32

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

A) high absolute cost
B) low audience attention
C) lack of reach among audience
D) high audience selectivity
E) absence of clutter

Question 33

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

A) long lifespan
B) high reproduction quality
C) huge "pass-along" audience
D) high level of targeting
E) good local market coverage

Question 34

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

A) low competition
B) high believability
C) short ad purchase lead time
D) greater scope for creativity
E) lack of clutter

Question 35

Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

A) E = reach * frequency
B) E = (reach * frequency) / impact
C) E = reach * frequency * impact
D) E = (reach + frequency) / impact
E) E = frequency / reach

Question 36

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

A) higher attention than television
B) standardized rate structures
C) long duration of ad exposure
D) high quality reproduction
E) high geographic selectivity

Question 37

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

A) high competition
B) poor local market coverage
C) low believability
D) lack of adequate reach
E) high total costs

Question 38

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

A) high attention and reach
B) low absolute cost
C) absence of clutter
D) long duration of ad exposure
E) high audience selectivity

Question 39

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

A) when introducing frequently purchased brands
B) when going into a defined target market
C) when launching extensions of well-known brands
D) when there are strong competitors to a brand
E) when there is high consumer resistance to the product

Question 40

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

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

Question 41

In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

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

Question 42

________ is an advertising timing pattern that calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity.

A) Pulsing
B) Continuity
C) Flighting
D) Concentration
E) Frequency capping

Question 43

Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?

A) brand extension
B) flyposting
C) co-branding
D) product placement
E) ambush marketing

Question 44

Advertisements for which of the following product categories would be most effective when used with a flighting pattern?

A) breakfast cereal
B) detergents
C) beer
D) electric bulbs
E) refrigerator

Question 45

________ seeks to determine whether an ad is communicating effectively.

A) Copy testing
B) Flighting
C) Pulsing
D) Frequency capping
E) Square inch analysis

Question 46

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

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

Question 47

Which of the following is an example of a trade promotion?

A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums

Question 48

Flighting as an advertising timing pattern is most useful when ________.

A) purchase cycle is rather frequent
B) substantial advertising budget is available
C) items are seasonal
D) tightly defined buyer categories exist
E) there are expanding market situations

Question 49

Which of the following elements of the marketing communications mix 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?

A) advertising
B) public relations
C) sales promotion
D) events and experiences
E) personal selling

Question 50

Pepe Homes manufactures a range of bathroom accessories and fittings that include bath-tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer the marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?

A) outdoor media
B) radio
C) magazines
D) television
E) newspapers

Question 51

________ is continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity.

A) Flighting
B) Frequency capping
C) Pulsing
D) Concentration
E) Session capping

Question 52

Sales promotion expenditures increased as a percentage of budget expenditure for a number of years, although its growth has recently slowed. Which of the following is a factor that has contributed to the growth of sales promotion expenditures?

A) many brands have come to be seen as dissimilar
B) the efficiency of advertising as a promotion has improved
C) the trade demands more deals from manufacturers
D) consumers have become less price-oriented
E) the number of brands in the market has decreased

Question 53

Moonburst is a newly-launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to promote Moonburst better, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade-off audience selectivity and creative possibilities, if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?

A) outdoor media
B) radio
C) magazines
D) television
E) Yellow Pages

Question 54

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

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

Question 55

________ represents the proportion of company advertising of a product to all advertising of that product.

A) Share of wallet
B) Share of mind
C) Share of voice
D) Share of market
E) Share of cost

Question 56

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?

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

Question 57

Transformers 3 featured Lenovo laptops, TCL electronics, and Yili's Shuhua milk. Mission Impossible: Ghost Protocol featured heavy use of Apple products. Which of the following advertising practices is apparent in these examples?

A) ambush advertising
B) product placement
C) angel dusting
D) co-branding
E) subliminal advertising

Question 58

________ is the number of times the average buyer buys a product during the period.

A) Buyer turnover
B) Purchase frequency
C) Customer retention rate
D) Advertising impressions
E) Total number of exposures

Question 59

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

A) advertising allowance
B) free samples
C) contests for sales reps
D) display allowance
E) discount coupons

Question 60

Which of the following media timing factors expresses the rate at which new customers enter the market?

A) buyer turnover
B) purchase frequency
C) media reach
D) weighted number of exposures
E) advertising impressions

Question 61

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

A) diverting
B) panic buying
C) straight rebuy
D) buyout
E) forward buying

Question 62

________ are certificates that entitle the bearer to a stated saving on the purchase of a specific product.

A) Samples
B) Coupons
C) Rebates
D) Price packs
E) Premiums

Question 63

________ begins with the promotional launch and ends when approximately 95 percent of the deal merchandise is in the hands of consumers.

A) Lead time
B) Hold time
C) Setup time
D) Link time
E) Sell-in time

Question 64

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.

A) advertisements
B) events and experiences
C) sales promotions
D) public relations
E) direct marketing efforts

Question 65

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

A) Sampling
B) Premium
C) Cross-promotion
D) Free trial
E) Rebate

Question 66

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?

A) diverting
B) panic buying
C) hoarding
D) stockpiling
E) forward buying

Question 67

________ is the time necessary to prepare a promotional program prior to launching it.

A) Sell-in time
B) Link time
C) Setup time
D) Lead time
E) Hold time

Question 68

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?

A) to permit merchandising or promotional opportunities
B) to express commitment to the community or on social issues
C) to create experiences and evoke feelings
D) to identify with a particular target market or lifestyle
E) to increase salience of company or product name

Question 69

Premiums, as a consumer promotion tool, are defined as ________.

A) offers to consumers of savings off the regular price of a product, flagged on the label or package
B) certificates entitling the bearer to a stated saving on the purchase of a specific product
C) programs providing rewards related to the consumer's frequency and intensity in purchasing the company's products or services
D) merchandise offered at a relatively low cost or free as an incentive to purchase a particular product
E) values in cash or in other forms that are proportional to patronage of a certain vendor or group of vendors

Question 70

Which of the following is a sales promotion tool that is consumer franchise building in nature?

A) price-off packs
B) contests and sweepstakes
C) consumer refund offers
D) trade allowances
E) frequency awards

Question 71

Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?

A) to enhance corporate image
B) to express commitment to the community or on social issues
C) to entertain key clients or reward key employees
D) to create perceptions of key brand image associations
E) to become part of a personally relevant moment in consumers' lives

Question 72

A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period, with prizes (money, trips, gifts, or points) going to those who succeed.

A) trade show
B) frequency program
C) sales contest
D) sweepstake
E) patronage award

Question 73

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

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

Question 74

Which of the following is a sales promotion tool that typically does not build brand image?

A) consumer refund offers
B) free samples
C) premiums related to the product
D) frequency awards
E) coupons that include a selling message

Question 75

________ are consumer promotion tools that provide a price reduction after purchase rather than at the retail shop.

A) Rebates
B) Cents-off deals
C) Price packs
D) Coupons
E) Premiums

Question 76

Which of the following is an example of a manufacturer promotion?

A) price cuts
B) feature advertising
C) retailer coupons
D) high-value trade-in credit
E) retailer contests or premiums

Question 77

According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

A) increased brand loyalty
B) focus on long-run marketing planning
C) improved brand-quality image
D) increased price sensitivity
E) greater coupon redemption rates

Question 78

________ are consumer promotion offers to consumers of savings off the regular price of a product, flagged on the label or package.

A) Coupons
B) Rebates
C) Price packs
D) Premiums
E) Samples

Question 79

Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door, sent in the mail, picked up in a store, attached to another product, or featured in an advertising offer?

A) coupons
B) rebates
C) premiums
D) samples
E) price packs

Question 80

Which of the following consumer promotion tools refers to explicit or implicit promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer's money during a specified period?

A) product warranties
B) coupons
C) free trials
D) rebates
E) patronage awards