Deck 18: Managing Mass Communications:

Question 1

Advertising objectives can be classified according to whether their aim is to inform,persuade,remind,or ________.

A)create interest
B)purchase
C)create demand
D)reinforce
E)introduce

Answer 1

D

Question 2

________ is most important when launching new products,flanker brands,or extensions of well-known brands.

A)Media selection
B)Weighted exposures
C)Impact
D)Reach
E)Frequency

Answer 2

D

Question 3

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

A)Advertising
B)Prospecting
C)Media
D)Marketing
E)Public Relations

Answer 3

A

Question 4

In deciding on an ad budget,marketers must recognize that consumer response can be ________-shaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected,but sales increases eventually flatten out.

A)T
B)M
C)S
D)Y
E)C

Question 5

In developing an advertising program,marketing managers can make five major decisions known as the five Ms.Which of the following is NOT one of the five Ms?

A)Mission
B)Money
C)Message
D)Media
E)Minimum

Question 6

A creative brief is an elaboration of the positioning statement and includes such items as ________.

A)key brand benefits
B)detailed instructions for the director of the commercial
C)detailed instructions for the print ads
D)key actors to be used in the commercial
E)none of the above

Question 7

Radio's main advantage lies in its ________.

A)disk jockeys
B)flexibility
C)format
D)age of audience
E)none of the above

Question 8

One of the advantages of television is that it combines sight,sound,and motion,appealing to the senses,high attention,and high reach.One of the disadvantages of television is its ________.

A)use of the "remote control" to zap through commercials
B)high clutter
C)cable channels
D)fragmented markets
E)censorship possibilities

Question 9

Print media provides much ________ product information and can also effectively communicate user and usage imagery.

A)detailed
B)specific
C)informational
D)historical
E)usage

Question 10

A good ad normally focuses on one or two ________.

A)important environmental factors
B)subliminal messages
C)core selling propositions
D)easily identifiable celebrities
E)consumer interest items

Question 11

The higher the ________ associated with a brand,product category,or message,the higher the warranted level of repetition.

A)total number of exposures
B)target audience media habits
C)forgetting rate
D)impact
E)reach

Question 12

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

A)strategy,users,and media
B)target markets,users,and heavy users
C)markets,target markets,and consumers
D)reach,impact,and television stations
E)reach,frequency,and impact

Question 13

One of the advantages of direct mail is audience selectivity.One of its limitations is ________.

A)its short life
B)poor reproduction quality
C)high competition
D)long ad purchase lead time
E)relatively high cost

Question 14

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

A)Weight
B)Frequency
C)Reach
D)Media buying
E)Media selection

Question 15

Puffery is defined as ________.

A)a description of a bakery product
B)statements used in sales brochures to tout the benefits of a product
C)simple exaggerations
D)lies
E)legal nontruths

Question 16

Of the elements of a print advertisement,the ________ matters the most when it comes to the ad's effectiveness.

A)headline
B)copy
C)picture
D)font
E)color

Question 17

When setting the advertising budget,marketers must consider the________.

A)message details
B)cost of television time
C)cost of new product development
D)stage in the product life cycle
E)buyer's reaction to the campaign

Question 18

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from its ________.

A)brand strategy
B)creative strategy
C)test strategy
D)medium strategy
E)corporate strategy

Question 19

The obvious disadvantages of radio include ________.

A)the relatively passive nature of the consumer processing
B)excessive visual stimulus
C)consumers' ability to fast forward through advertisements
D)consumers' typical commitment to a single radio station
E)all of the above

Question 20

Television is the most powerful advertising medium.TV advertising can be a compelling means for dramatically portraying user and usage imagery,brand personality,and other brand ________.

A)sounds
B)sights
C)intangibles
D)tangibles
E)components

Question 21

________ seeks to determine whether an ad is communicating effectively.

A)Communications-effect research
B)Marketing research
C)Buyer research
D)Consumer research
E)Media research

Question 22

A company has to decide on how to allocate its advertising budget over space as well as over time.A company makes "spot buys" when it buys TV time in just a few markets or in regional editions of magazines.These markets are called ________.

A)areas of dominant influence
B)trading areas
C)short-term marketing opportunities
D)SMSA
E)none of the above

Question 23

There are three major methods of pretesting ads.These are consumer feedback,________,and laboratory test.

A)prelaunch testing
B)copy testing
C)direct testing
D)telephone inquiries
E)portfolio testing

Question 24

Marketers pay fees so that their products make cameo appearances in movies and on television.This is called ________.

A)branded entertainment
B)point of purchase
C)advertorials
D)product placement
E)individualization

Question 25

The main advantage of nontraditional media is that a very precise and-because of the nature of the setting involved-captive audience often can be reached in a ________ manner.

A)new
B)effective
C)cost-effective
D)targeted
E)individualized

Question 26

Television audience size has several possible measures.These include circulation,audience,and ________.

A)nonexposed audience
B)total circulation
C)exposed audience
D)listening audience
E)effective audience

Question 27

Sales promotion tools that impart a selling message along with the deal,as in the case of free samples and premiums when they are related to the product,are called ________.

A)promotions
B)retailer promotions
C)manufacturer franchise building
D)retailer franchise building
E)consumer franchise building

Question 28

Marketers are using creative and unexpected ad placements to grab consumers' attentions in ________ advertising.

A)market-specific
B)customer-specific
C)space
D)nontraditional
E)place

Question 29

The term "concentration" when used in the context of advertising means that the advertiser will ________.

A)run heavy advertising day and night for a short period of time
B)spend all of the advertising dollars in a single period
C)run all the ads for the product within a specific period of time
D)spend all of the advertising dollars across a specific time period
E)not spend all of the advertising dollars in a single period

Question 30

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

A)designated rate
B)purchase frequency
C)purge rate
D)turnover rate
E)forgetting rate

Question 31

Sales promotions used in markets of high brand similarity can produce a high sales response in the short run but little ________ gain in brand preference.

A)significant
B)real
C)short-term
D)incremental
E)permanent

Question 32

Readers of Vogue may pay more attention to ads than do readers of Newsweek.In this example,Vogue has greater ________ than Newsweek.

A)ad-placement policies
B)editorial quality
C)audience-attention probability
D)audience quality
E)lead generation

Question 33

In-store advertising,including ads on shopping carts,in aisles,on shelves,on the floor,and "talking" shelves,are all examples of ________ advertising.

A)point-of-decision
B)product-placement
C)point-of-purchase
D)branding
E)advertising

Question 34

Sales promotions include tools for ________ promotion,trade promotion,and business and sales-force promotions.

A)incentive
B)reasons
C)target
D)prospects
E)consumer

Question 35

The ________ involves correlating past sales to past advertising expenditures using advanced statistical techniques in an effort to measure the sales impact of a given promotional campaign.

A)historical approach
B)experimental design approach
C)humanist approach
D)target exposure rate approach
E)pulsing approach

Question 36

________ expresses the rate at which new buyers enter the market;the higher this rate,the more continuous the advertising should be.

A)Buyer demographics
B)Purchase frequency
C)Purchase intent
D)Buyer turnover
E)Buyer profile

Question 37

In launching a new product,the advertiser chooses among continuity,concentration,flighting,and ________ advertising patterns.

A)reflective
B)periodic
C)continuous
D)pulsing
E)running

Question 38

Sales promotion,with its incessant prices off,coupons,deals,and premiums,may ________ the product offering in the buyers' mind.

A)detract
B)augment
C)confuse
D)devalue
E)increase

Question 39

When two or more brands or companies team up on coupons,refunds,and contests to increase pulling power,it is called ________.

A)price packs
B)frequency promotions
C)team promoting
D)tie-in promotions
E)cross-promotions

Question 40

A media vehicle's ________ refers to its prestige and believability.People are more likely to believe a TV or radio ad and to become more positively disposed toward the brand when the ad is placed within a program they like.

A)ad-placement policies
B)editorial quality
C)audience-attention probability
D)audience quality
E)lead generation

Question 41

Supply-side measurement of event effectiveness focuses on ________.

A)potential exposure to the brand by assessing the extent of media coverage
B)reported exposure from consumers
C)incremental sales earned during the event
D)incremental sales earned as a result of the event
E)reported changes in customer perception of the brand

Question 42

One of the reasons marketers sponsor events is to ________ a particular target market or lifestyle.

A)identify with
B)capitalize upon
C)foster
D)increase exposure to
E)none of the above

Question 43

Merchandise offered at a relatively low cost or free as an incentive to purchase a particular product is known as ________.

A)a price pack
B)a sample
C)premiums
D)a tie-in
E)cross-promotions

Question 44

When retailers buy a greater quantity of product during a deal period than they can sell during the deal period,we call this ________.

A)purchasing intent
B)forward buying
C)trade buying
D)de facto buying
E)diverting

Question 45

Marketing public relations (MPR)supports corporate or product promotion and image making and plays a crucial role in ________.

A)creating publicity
B)protecting the company from liabilities
C)repositioning a mature product
D)securing free ad spaces
E)building a word-of-mouth campaign

Question 46

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

A)stories
B)exposures
C)customers
D)articles
E)none of the above

Question 47

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

A)customers
B)managers
C)news
D)universities
E)colleges

Question 48

Marketing managers must prepare implementation and control plans that cover the various elements of the sales promotion program.________ is the time necessary to prepare the program prior to launching it.

A)Sell-in time
B)Pretesting
C)Duration
D)Lead time
E)Forwarding

Question 49

The ________ method of measuring event effectiveness identifies the effect sponsorship had on consumers' brand knowledge.

A)incremental
B)supply-side
C)demand-side
D)historical
E)experimental

Question 50

MPR can build ________ by placing stories in the media to bring attention to a product,service,person,organization,or idea.

A)talk
B)stories
C)awareness
D)buzz
E)exposure

Question 51

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

A)campaign
B)movement
C)experience
D)public
E)experiment

Question 52

A better measure to evaluate the effectiveness of MPR is to measure ________.

A)the change in product awareness
B)the number of exposures carried by the media
C)the number of minutes of radio airtime garnered
D)the difference between PR costs and advertising space expense
E)the extent of viewer repeat exposure

Question 53

Which of the following is NOT a function of the PR department?

A)Press relations
B)Product publicity
C)Corporate communications
D)Counseling
E)All of the above are functions performed by the PR department.

Question 54

In deciding to use a particular incentive,marketers have several factors to consider.One of these factors is ________.

A)duration
B)distribution vehicle
C)promotion budget
D)size
E)all of the above

Question 55

An advertising goal (or objective)is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Question 56

One of the potential disadvantages of sponsorships is that the success of an event can often ________ and some consumers may still resent the commercialization of events.

A)attract unfavorable media attention
B)be cancelled
C)be illegal
D)be unpredictable
E)be unfavorable to the sponsor

Question 57

________ involve(s)a variety of programs designed to promote or protect a company's image or its individual products.

A)Corporate communications
B)Press releases
C)Press relations
D)Publicity
E)Public relations

Question 58

_______ is a particularly important skill in publicizing fund-raising drives for nonprofit organizations.

A)Event creation
B)Supply-side measurement
C)Demand-side measurement
D)Containerization
E)Incremental exposure

Question 59

When retailers buy more cases than are needed in a region in which the manufacturer offered a deal and ship the surplus to their stores in nondeal regions,is known as ________.

A)forward buying
B)purchasing intent
C)de facto buying
D)trade buying
E)diverting

Question 60

MPR serves a special constituency,________.

A)the finance department
B)consumer activists
C)shareholder activists
D)the marketing department
E)ad agencies

Question 61

Advertising in the Yellow Pages offers excellent local coverage and wide reach at low cost,but also carries high competition and creative limitations.

Question 62

Strategically,outdoor advertising is often more effective at enhancing brand awareness or reinforcing brand image than creating new brand associations.

Question 63

The advertising objective should emerge from a thorough analysis of the current marketing situation.

Question 64

The total number of exposures in a marketing advertising campaign can be expressed in the formula: E = R x F.

Question 65

In designing and evaluating an ad campaign,it is important to distinguish the message strategy from the "messenger."

Question 66

Media selection is finding the most cost-effective media to deliver the desired number and types of exposures to the target audience.

Question 67

Sellers in the United States are legally obligated to avoid bait-and-switch advertising that attracts buyers under false pretenses.

Question 68

Frequency is most important where there are weak competitors,a complex story to tell,low consumer resistance,or an infrequent purchase cycle.

Question 69

One of the advantages of radio advertising is its flexibility.

Question 70

One of the appeals of point-of-purchase advertisements,as one study suggested,is that the bulk of all buying decisions are made in the store.

Question 71

A creative brief is an elaboration of the positioning statement of the brand.

Question 72

In product placement advertisements,marketers pay a fee to have their products make cameo appearances in movies,films,and television shows.

Question 73

Place advertising,also called out-of-home advertising,is a broadly defined category that captures many different alternative advertising forms.

Question 74

Because of the fleeting nature of the television ad,and the distracting creative elements often found in it,product-related messages and the brand itself can be overlooked.

Question 75

One of the advantages of television is that the large number of ads and nonprogramming material on television creates clutter that makes it easy for consumers to ignore or forget the ad.

Question 76

One of the five specific factors that must be considered when setting an advertising budget is the amount of money available from top management.

Question 77

One of the advantages of print ads is that they can provide dynamic presentations and demonstrations as well as provide much detailed information.

Question 78

"Branded entertainment" is where editorial content is produced that reflects favorably on the product or brand.

Question 79

The weighted number of exposures to an advertising campaign is reach times average frequency times average impact,or WE = R x F x I.

Question 80

One of the limitations of newspapers is their short life span.