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

E!ERA" C#!CEP$ %&ES$'#!S Multiple Choice


1. 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 . Mone! c. Message d. Media e. Minim"m #nswer$ e %age$ &'( )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills .. //////// is an! paid form of nonpersonal presentation and promotion of ideas, goods, or services ! an identified sponsor. a. #dvertising . %rospecting c. Media d. Marketing e. %" lic 0elations #nswer$ a %age$ &'( )iffic"lt!$ *as! 1. #dvertising o jectives can e classified according to whether their aim is to inform, pers"ade, remind, or ////////. a. create interest . p"rchase c. create demand d. reinforce e. introd"ce #nswer$ d %age$ &'' )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills &. When setting the advertising "dget, marketers m"st consider the////////. a. message details . cost of television time c. cost of new prod"ct development d. stage in the prod"ct life c!cle e. "!er2s reaction to the campaign

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#nswer$ d

%age$ &''

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+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

9. In designing and eval"ating an ad campaign, it is important to disting"ish the message strategy or positioning of an ad from its ////////. a. rand strateg! . creative strateg! c. test strateg! d. medi"m strateg! e. corporate strateg! #nswer$ %age$ 944 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking :. # creative brief is an ela oration of the positioning statement and incl"des s"ch items as ////////. a. ke! rand enefits . detailed instr"ctions for the director of the commercial c. detailed instr"ctions for the print ads d. ke! actors to e "sed in the commercial e. none of the a ove #nswer$ a %age$ 944 )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills 6. In deciding on an ad "dget, marketers m"st recogni;e that cons"mer response can e ////////<shaped$ #n ad threshold effect e8ists where some positive amo"nt of advertising is necessar! efore an! sales impact can e detected, "t sales increases event"all! flatten o"t. a. T . M c. , d. = e. + #nswer$ c %age$ 944 )iffic"lt!$ Medi"m (. # good ad normall! foc"ses on one or two ////////. a. important environmental factors . s" liminal messages c. core selling propositions d. easil! identifia le cele rities e. cons"mer interest items #nswer$ c %age$ 944 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills '. Television is the most powerf"l advertising medi"m. T7 advertising can e a compelling means for dramaticall! portra!ing "ser and "sage imager!, rand personalit!, and other rand ////////. a. so"nds . sights c. intangi les d. tangi les e. components #nswer$ c %age$ 941 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking

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14. %rint media provides m"ch //////// prod"ct information and can also effectivel! comm"nicate "ser and "sage imager!. a. detailed . specific c. informational d. historical e. "sage #nswer$ a %age$ 94. )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 11. Of the elements of a print advertisement, the //////// matters the most when it comes to the ad2s effectiveness. a. headline . cop! c. pict"re d. font e. color #nswer$ c %age$ 941 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking 1.. 0adio2s main advantage lies in its ////////. a. disk jocke!s . fle8i ilit! c. format d. age of a"dience e. none of the a ove #nswer$ %age$ 94& )iffic"lt!$ *as!

##+,-$ 0eflective Thinking

11. The o vio"s disadvantages of radio incl"de ////////. a. the relativel! passive nat"re of the cons"mer processing . e8cessive vis"al stim"l"s c. cons"mers2 a ilit! to fast forward thro"gh advertisements d. cons"mers2 t!pical commitment to a single radio station e. all of the a ove #nswer$ a %age$ 94& )iffic"lt!$ Medi"m 1&. >nder >.,. law, advertisers m"st not ////////. a. cop! other2s ads . make false claims c. advertise to children d. advertise after 1 a.m. e. demonstrate a prod"ct #nswer$ %age$ 949 )iffic"lt!$ *as!

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+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

19. //////// is finding the most cost<effective media to deliver the desired n"m er and t!pes of e8pos"res to the target a"dience. a. Weight . ?re@"enc! c. 0each d. Media "!ing e. Media selection #nswer$ e %age$ 949 )iffic"lt!$ *as! 1:. %"ffer! is defined as ////////. a. a description of a aker! prod"ct . statements "sed in sales roch"res to to"t the enefits of a prod"ct c. simple e8aggerations d. lies e. legal nontr"ths #nswer$ c %age$ 949 )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 16. In choosing the proper media to carr! the message, advertisers m"st decide on ////////. a. strateg!, "sers, and media . target markets, "sers, and heav! "sers c. markets, target markets, and cons"mers d. reach, impact, and television stations e. reach, fre@"enc!, and impact #nswer$ e %age$ 949 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills 1(. //////// is most important when la"nching new prod"cts, flanker rands, or e8tensions of well<known rands. a. Media selection . Weighted e8pos"res c. Impact d. 0each e. ?re@"enc! #nswer$ d %age$ 94: )iffic"lt!$ *as! ##+,-$ 0eflective Thinking 1'. The higher the //////// associated with a rand, prod"ct categor!, or message, the higher the warranted level of repetition. a. total n"m er of e8pos"res . target a"dience media ha its c. forgetting rate d. impact e. reach #nswer$ c %age$ 94: )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

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.4. One of the advantages of television is that it com ines sight, so"nd, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its ////////. a. "se of the Aremote controlB to ;ap thro"gh commercials . high cl"tter c. ca le channels d. fragmented markets e. censorship possi ilities #nswer$ %age$ 946 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills .1. One of the advantages of direct mail is a"dience selectivit!. One of its limitations is ////////. a. its short life . poor reprod"ction @"alit! c. high competition d. long ad p"rchase lead time e. relativel! high cost #nswer$ e %age$ 946 )iffic"lt!$ Medi"m ... Marketers are "sing creative and "ne8pected ad placements to gra cons"mers2 attentions in //////// advertising. a. market<specific . c"stomer<specific c. space d. nontraditional e. place #nswer$ e %age$ 94( )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills .1. Marketers pa! fees so that their prod"cts make cameo appearances in movies and on television. This is called ////////. a. randed entertainment . point of p"rchase c. advertorials d. prod"ct placement e. individ"ali;ation #nswer$ d %age$ 94' )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills .&. In<store advertising, incl"ding ads on shopping carts, in aisles, on shelves, on the floor, and AtalkingB shelves, are all e8amples of //////// advertising. a. point<of<decision . prod"ct<placement c. point<of<p"rchase d. randing e. advertising #nswer$ c %age$ 914 )iffic"lt!$ *as!

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+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

.9. The main advantage of nontraditional media is that a ver! precise andC eca"se of the nat"re of the setting involvedCcaptive a"dience often can e reached in a //////// manner. a. new . effective c. cost<effective d. targeted e. individ"ali;ed #nswer$ c %age$ 914 )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking .:. Television a"dience si;e has several possi le meas"res. These incl"de circ"lation, a"dience, and ////////. a. none8posed a"dience . total circ"lation c. e8posed a"dience d. listening a"dience e. effective a"dience #nswer$ e %age$ 914 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills .6. 0eaders of Vogue ma! pa! more attention to ads than do readers of Newsweek. In this e8ample, Vogue has greater //////// than Newsweek. a. ad<placement policies . editorial @"alit! c. a"dience<attention pro a ilit! d. a"dience @"alit! e. lead generation #nswer$ c %ages$ 911D91. )iffic"lt!$ Medi"m .(. # media vehicle2s //////// refers to its prestige and elieva ilit!. %eople are more likel! to elieve a T7 or radio ad and to ecome more positivel! disposed toward the rand when the ad is placed within a program the! like. a. ad<placement policies . editorial @"alit! c. a"dience<attention pro a ilit! d. a"dience @"alit! e. lead generation #nswer$ %age$ 91. )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills .'. //////// e8presses the rate at which new "!ers enter the marketE the higher this rate, the more contin"o"s the advertising sho"ld e. a. -"!er demographics . %"rchase fre@"enc! c. %"rchase intent d. -"!er t"rnover e. -"!er profile #nswer$ d %age$ 91. )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

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14. The //////// is the rate at which the "!er forgets the rand. a. designated rate . p"rchase fre@"enc! c. p"rge rate d. t"rnover rate e. forgetting rate #nswer$ e %age$ 91. )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 11. The term AconcentrationB when "sed in the conte8t of advertising means that the advertiser will ////////. a. r"n heav! advertising da! and night for a short period of time . spend all of the advertising dollars in a single period c. r"n all the ads for the prod"ct 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 #nswer$ %age$ 91. )iffic"lt!$ 5ard 1.. //////// seeks to determine whether an ad is comm"nicating effectivel!. a. +omm"nications<effect research . Marketing research c. -"!er research d. +ons"mer research e. Media research #nswer$ a %age$ 911 )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 11. In la"nching a new prod"ct, the advertiser chooses among contin"it!, concentration, flighting, and //////// advertising patterns. a. reflective . periodic c. contin"o"s d. p"lsing e. r"nning #nswer$ d %age$ 91. )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 1&. # compan! has to decide on how to allocate its advertising "dget over space as well as over time. # compan! makes Aspot "!sB when it "!s T7 time in j"st a few markets or in regional editions of maga;ines. These markets are called ////////. a. areas of dominant infl"ence . trading areas c. short<term marketing opport"nities d. ,M,# e. none of the a ove #nswer$ a %age$ 911 )iffic"lt!$ 5ard

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+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

19. There are three major methods of pretesting ads. These are cons"mer feed ack, ////////, and la orator! test. a. prela"nch testing . cop! testing c. direct testing d. telephone in@"iries e. portfolio testing #nswer$ e %age$ 911 )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 1:. The //////// involves correlating past sales to past advertising e8pendit"res "sing advanced statistical techni@"es in an effort to meas"re the sales impact of a given promotional campaign. a. historical approach . e8perimental design approach c. h"manist approach d. target e8pos"re rate approach e. p"lsing approach #nswer$ a %age$ 91& )iffic"lt!$ Medi"m 16. ,ales promotions incl"de tools for //////// promotion, trade promotion, and "siness and sales<force promotions. a. incentive . reasons c. target d. prospects e. cons"mer #nswer$ e %age$ 91& )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 1(. ,ales promotions "sed in markets of high rand similarit! can prod"ce a high sales response in the short r"n "t little //////// gain in rand preference. a. significant . real c. short<term d. incremental e. permanent #nswer$ e %age$ 919 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking 1'. ,ales promotion, with its incessant prices off, co"pons, deals, and premi"ms, ma! //////// the prod"ct offering in the "!ers2 mind. a. detract . a"gment c. conf"se d. deval"e e. increase #nswer$ d %age$ 919 )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking

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&4. ,ales promotion tools that impart a selling message along with the deal, as in the case of free samples and premi"ms when the! are related to the prod"ct, are called ////////. a. promotions . retailer promotions c. man"fact"rer franchise "ilding d. retailer franchise "ilding e. cons"mer franchise "ilding #nswer$ e %age$ 91: )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills &1. When two or more rands or companies team "p on co"pons, ref"nds, and contests to increase p"lling power, it is called ////////. a. price packs . fre@"enc! promotions c. team promoting d. tie<in promotions e. cross<promotions #nswer$ d %age$ 916 )iffic"lt!$ Medi"m &.. Merchandise offered at a relativel! low cost or free as an incentive to p"rchase a partic"lar prod"ct is known as ////////. a. a price pack . a sample c. premi"ms d. a tie<in e. cross<promotions #nswer$ c %age$ 916 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills &1. When retailers "! a greater @"antit! of prod"ct d"ring a deal period than the! can sell d"ring the deal period, we call this ////////. a. p"rchasing intent . forward "!ing c. trade "!ing d. de facto "!ing e. diverting #nswer$ %age$ 91( )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills &&. When retailers "! more cases than are needed in a region in which the man"fact"rer offered a deal and ship the s"rpl"s to their stores in nondeal regions, is known as ////////. a. forward "!ing . p"rchasing intent c. de facto "!ing d. trade "!ing e. diverting #nswer$ e %age$ 91( )iffic"lt!$ 5ard

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+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

&9. In deciding to "se a partic"lar incentive, marketers have several factors to consider. One of these factors is ////////. a. d"ration . distri "tion vehicle c. promotion "dget d. si;e e. all of the a ove #nswer$ e %age$ 91' )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills &:. Marketing managers m"st prepare implementation and control plans that cover the vario"s elements of the sales promotion program. //////// is the time necessar! to prepare the program prior to la"nching it. a. ,ell<in time . %retesting c. )"ration d. Fead time e. ?orwarding #nswer$ d %age$ 91' )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills &6. One of the reasons marketers sponsor events is to //////// a partic"lar target market or lifest!le. a. identif! with . capitali;e "pon c. foster d. increase e8pos"re to e. none of the a ove #nswer$ a %age$ 9.1 )iffic"lt!$ *as! &(. One of the potential disadvantages of sponsorships is that the s"ccess of an event can often //////// and some cons"mers ma! still resent the commerciali;ation of events. a. attract "nfavora le media attention . e cancelled c. e illegal d. e "npredicta le e. e "nfavora le to the sponsor #nswer$ d %age$ 9.1 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking &'. /////// is a partic"larl! important skill in p" lici;ing f"nd<raising drives for nonprofit organi;ations. a. *vent creation . ,"ppl!<side meas"rement c. )emand<side meas"rement d. +ontaineri;ation e. Incremental e8pos"re #nswer$ a %age$ 9.. )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

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94. ,"ppl!<side meas"rement of event effectiveness foc"ses on ////////. a. potential e8pos"re to the rand ! assessing the e8tent of media coverage . reported e8pos"re from cons"mers c. incremental sales earned d"ring the event d. incremental sales earned as a res"lt of the event e. reported changes in c"stomer perception of the rand #nswer$ a %age$ 9.. )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills 91. The //////// method of meas"ring event effectiveness identifies the effect sponsorship had on cons"mers2 rand knowledge. a. incremental . s"ppl!<side c. demand<side d. historical e. e8perimental #nswer$ c %age$ 9.1 )iffic"lt!$ Medi"m 9.. //////// involveGsH a variet! of programs designed to promote or protect a compan!2s image or its individ"al prod"cts. a. +orporate comm"nications . %ress releases c. %ress relations d. %" licit! e. %" lic relations #nswer$ e %age$ 9.1 )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 91. #GnH //////// is an! gro"p that has an act"al or potential interest in or impact on a compan!2s a ilit! to achieve its o jectives. a. campaign . movement c. e8perience d. p" lic e. e8periment #nswer$ d %age$ 9.1 )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 9&. Which of the following is NOT a f"nction of the %0 department? a. %ress relations . %rod"ct p" licit! c. +orporate comm"nications d. +o"nseling e. #ll of the a ove are f"nctions performed ! the %0 department. #nswer$ e %age$ 9.& )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

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+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

99. Marketing p" lic relations GM%0H s"pports corporate or prod"ct promotion and image making and pla!s a cr"cial role in ////////. a. creating p" licit! . protecting the compan! from lia ilities c. repositioning a mat"re prod"ct d. sec"ring free ad spaces e. "ilding a word<of<mo"th campaign #nswer$ c %age$ 9.9 )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking 9:. M%0 serves a special constit"enc!, ////////. a. the finance department . cons"mer activists c. shareholder activists d. the marketing department e. ad agencies #nswer$ d %age$ 9.9 )iffic"lt!$ Medi"m

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96. M%0 can "ild //////// ! placing stories in the media to ring attention to a prod"ct, service, person, organi;ation, or idea. a. talk . stories c. awareness d. ";; e. e8pos"re #nswer$ c %age$ 9.6 )iffic"lt!$ Medi"m 9(. The major tools in an M%0 department incl"de p" lications, events, sponsorships, ////////, speeches, p" lic service activities, and identit! media. a. c"stomers . managers c. news d. "niversities e. colleges #nswer$ c %age$ 9.( )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills 9'. The easiest meas"re of M%0 effectiveness is the n"m er of //////// carried ! the media. a. stories . e8pos"res c. c"stomers d. articles e. none of the a ove #nswer$ %age$ 9.' )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

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:4. # etter meas"re to eval"ate the effectiveness of M%0 is to meas"re ////////. a. the change in prod"ct awareness . the n"m er of e8pos"res carried ! the media c. the n"m er of min"tes of radio airtime garnered d. the difference etween %0 costs and advertising space e8pense e. the e8tent of viewer repeat e8pos"re #nswer$ a %age$ 9.' )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking

$rue()alse
:1. #n advertising goal Gor o jectiveH is a specific comm"nications task and achievement level to e accomplished with a specific a"dience in a specific period of time. #nswer$ Tr"e %age$ &'' )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills :.. The advertising o jective sho"ld emerge from a thoro"gh anal!sis of the c"rrent marketing sit"ation. #nswer$ Tr"e %age$ &'' )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking :1. One of the five specific factors that m"st e considered when setting an advertising "dget is the amo"nt of mone! availa le from top management. #nswer$ ?alse %ages$ &''D944 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills :&. In designing and eval"ating an ad campaign, it is important to disting"ish the message strateg! from the Amessenger.B #nswer$ ?alse %age$ 944 )iffic"lt!$ 5ard :9. # creative rief is an ela oration of the positioning statement of the rand. #nswer$ Tr"e %age$ 944 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills ::. One of the advantages of television is that the large n"m er of ads and nonprogramming material on television creates cl"tter that makes it eas! for cons"mers to ignore or forget the ad. #nswer$ ?alse %age$ 941 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking :6. -eca"se of the fleeting nat"re of the television ad, and the distracting creative elements often fo"nd in it, prod"ct<related messages and the rand itself can e overlooked. #nswer$ Tr"e %age$ 941 )iffic"lt!$ *as! ##+,-$ 0eflective Thinking :(. One of the advantages of print ads is that the! can provide d!namic presentations and demonstrations as well as provide m"ch detailed information. #nswer$ ?alse %age$ 94. )iffic"lt!$ Medi"m :'. One of the advantages of radio advertising is its fle8i ilit!. #nswer$ Tr"e %age$ 94& )iffic"lt!$ *as! ##+,-$ 0eflective Thinking

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+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

64. ,ellers in the >nited ,tates are legall! o ligated to avoid ait<and<switch advertising that attracts "!ers "nder false pretenses. #nswer$ Tr"e %age$ 949 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills 61. Media selection is finding the most cost<effective media to deliver the desired n"m er and t!pes of e8pos"res to the target a"dience. #nswer$ Tr"e %age$ 949 )iffic"lt!$ Medi"m 6.. The total n"m er of e8pos"res in a marketing advertising campaign can e e8pressed in the form"la$ * I 0 x ?. #nswer$ Tr"e %age$ 94: )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills 61. The weighted n"m er of e8pos"res to an advertising campaign is reach times average fre@"enc! times average impact, or W* I 0 8 ? 8 I. #nswer$ Tr"e %age$ 94: )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills 6&. ?re@"enc! is most important where there are weak competitors, a comple8 stor! to tell, low cons"mer resistance, or an infre@"ent p"rchase c!cle. #nswer$ ?alse %age$ 94: )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking 69. One of the limitations of newspapers is their short life span. #nswer$ Tr"e %age$ 946 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills 6:. #dvertising in the =ellow %ages offers e8cellent local coverage and wide reach at low cost, "t also carries high competition and creative limitations. #nswer$ Tr"e %age$ 946 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills 66. %lace advertising, also called out-of-home advertising, is a roadl! defined categor! that capt"res man! different alternative advertising forms. #nswer$ Tr"e %age$ 94( )iffic"lt!$ *as! 6(. In prod"ct placement advertisements, marketers pa! a fee to have their prod"cts make cameo appearances in movies, films, and television shows. #nswer$ Tr"e %age$ 94' )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 6'. A-randed entertainmentB is where editorial content is prod"ced that reflects favora l! on the prod"ct or rand. #nswer$ ?alse %age$ 94' )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills (4. One of the appeals of point<of<p"rchase advertisements, as one st"d! s"ggested, is that the "lk of all "!ing decisions are made in the store. #nswer$ Tr"e %age$ 914 )iffic"lt!$ *as! (1. ,trategicall!, o"tdoor advertising is often more effective at enhancing rand awareness or reinforcing rand image than creating new rand associations. #nswer$ Tr"e %age$ 914 )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking

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(.. When calc"lating the cost per tho"sand persons reached ! a vehicle, marketers need to adj"st the meas"re for a"dience @"alit! and a"dience<attention pro a ilit!. #nswer$ Tr"e %age$ 911 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills (1. In choosing media, the advertiser faces oth a macrosched"ling and a microsched"ling pro lem. #nswer$ Tr"e %age$ 91. )iffic"lt!$ Medi"m (&. #dvertisers have the choice of concentrated, contin"o"s, or episodic when deciding on the advertisements timing patterns. #nswer$ ?alse %age$ 91. )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills (9. Most advertisers tr! to meas"re the comm"nication effect of an adCthat is, its potential effect on awareness, knowledge, preference, and sales. #nswer$ Tr"e %age$ 911 )iffic"lt!$ Medi"m (:. +omm"nication<effect research seeks to determine whether an ad is comm"nicating effectivel!. #nswer$ Tr"e %age$ 911 )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills (6. #dvertising2s sales effect is generall! no more diffic"lt to meas"re than its comm"nication effect. #nswer$ ?alse %age$ 91& )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking ((. 0esearchers tr! to meas"re the sales impact thro"gh anal!;ing historical or e8perimental data. #nswer$ Tr"e %age$ 91& )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills ('. ,ales promotion consists of a collection of incentive tools, mostl! short term, designed to stim"late @"icker or greater p"rchase of partic"lar prod"cts or services ! cons"mers or the trade. #nswer$ Tr"e %age$ 91& )iffic"lt!$ *as! ##+,-$ 0eflective Thinking '4. ,ellers "se incentive<t!pe promotions to attract new triers, to reward lo!al c"stomers, and to increase the rep"rchase rates of occasional "sers. #nswer$ Tr"e %age$ 91& )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills '1. #dvertising t!picall! "ilds rand lo!alt!, and sales promotions can weaken rand lo!alt!. #nswer$ Tr"e %ages$ 919D91: )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking '.. ?or cons"mers, ideall!, sales promotions wo"ld have short<r"n sales impact as well as long<r"n rand e@"it! effects. #nswer$ Tr"e %age$ 91: )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking

.16

+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

'1. *8amples of retailer promotions incl"de price c"ts, feat"re advertising, retailer co"pons, and retailer contests or premi"ms. #nswer$ Tr"e %age$ 91: )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills '&. ,t"dies have shown that sales promotions are not effective when "sed in conj"nction with advertising. #nswer$ ?alse %age$ 916 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills '9. The growing power of larger retailers has increased the retailer2s a ilit! to demand trade promotion at the e8pense of cons"mer promotion and advertising. #nswer$ Tr"e %age$ 916 )iffic"lt!$ Medi"m ':. Marketers report a n"m er of reasons wh! the! sponsor events. One of these reasons is that the firm wishes to identif! with a partic"lar target market or lifest!le. #nswer$ Tr"e %age$ 9.1 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking '6. )eveloping s"ccessf"l sponsored events involves choosing the appropriate eventsE designing the optimal sponsorship program for the eventE and managing the event d!namics properl!. #nswer$ ?alse %age$ 9.1 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills '(. In meas"ring an event, the s"ppl!<side method attempts to appro8imate the amo"nt of time or space devoted to media coverage of an event. #nswer$ Tr"e %age$ 9.. )iffic"lt!$ Medi"m ''. %" lic relations involves a variet! of programs designed to promote or protect a compan!2s image or its individ"al prod"cts. #nswer$ Tr"e %age$ 9.1 )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 144. Man! e8perts elieve that cons"mers are m"ch more likel! to e infl"enced ! editorial cop! than ! advertising. #nswer$ Tr"e %age$ 9.6 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

Essa*
141. In developing an advertising program, marketing managers can make the five major decisions know as the five Ms. Fist and e8plain each of these Ms. Suggested Ans+er: G1H missionCsales goals and advertising o jectivesE G.H mone!Cfactors to consider$ stage in %F+, market share and cons"mer ase, competition and cl"tter, advertising fre@"enc!, and prod"ct s" stit"ta ilit!E G1H messageCmessage generation, message eval"ation and selection, message e8ec"tion, and social<responsi ilit! reviewE G&H mediaCreach, fre@"enc!, impact, major media t!pes, specific media vehicles, media timing, and geographical media allocationE and G9H meas"rementCcomm"nication impact and sales impact. %age$ &'( )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills

+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

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%art 6$ +omm"nicating 7al"e

14..

In designing and eval"ating an ad campaign, it is important to disting"ish the message strateg! or positioning of an ad from it creative strateg!. To develop a message strateg!, advertisers go thro"gh three steps. Fist and e8plain these three steps. Suggested Ans+er: The first step is message generation and eval"ation. It is important to generate fresh insights and avoid "sing the same appeals and positions as others. The second step is creative development and e8ec"tion. The ad2s impact depends not onl! on what is said "t, often more important, on how it is said. Message e8ec"tion can e decisive. The third step addresses social and legal iss"es. #dvertisers and their agents m"st e s"re that the advertisements do not overstep social and legal norms. %ages$ 944D949 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

141.

#dvertisers and their agencies m"st e s"re advertising does not overstep social and legal norms. %" lic polic! makers have developed a s" stantial od! of laws and reg"lations to govern advertising. Fist some of the restraints imposed "pon advertisers and their clients toda!. Suggested Ans+er: ?irst, advertisers m"st not make false claims. The! m"st avoid false demonstrations. It is illegal in the >nited ,tates to create ads that have the capacit! to deceive. ,ellers in the >nited ,tates are legall! o ligated to avoid ait<and<switch advertising that attracts "!ers "nder false pretenses. To e sociall! responsi le, advertisers m"st e caref"l not to offend the general p" lic as well as an! ethnic gro"ps, racial minorities, or special<interest gro"ps. %age$ 949 )iffic"lt!$ 5ard ##+,-$ *thical 0easoning

14&.

The media planner m"st know the capacit! of the major advertising media t!pes to deliver reach, fre@"enc!, and impact. Media planners make their choices ! considering fo"r varia les. Fist these varia les and riefl! e8plain them. Suggested Ans+er: These varia les are$ G1H target a"dience media ha itsCradio and television are the most effective media for reaching teenagersE G.H prod"ct characteristicsCmedia t!pes have different potential for demonstration, vis"ali;ation, e8planation, elieva ilit!, and colorE G1H message characteristicsC timeliness and information content will infl"ence media choiceE and G&H costC television is ver! e8pensive, whereas newspaper advertising is relativel! ine8pensive. What co"nts is the cost per tho"sand e8pos"res. %ages$ 94:D946 )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills

.1'

+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

149.

# decade ago, the advertising<to<sales<promotion ratio was a o"t :4$&4. Toda!, in man! cons"mer<packaged<goods companies, sales promotion acco"nts for 69J of the com ined "dget. ,everal factors contri "te to this rapid growth. Fist and e8plain these factors. Suggested Ans+er: %romotion is now more accepted ! top management as an effective sales tool. In addition, the n"m er of rands has increasedE competitors "se promotions fre@"entl!E man! rands are seen as similarE cons"mer are more price orientatedE the trade demands more deals from man"fact"rersE and advertising efficienc! has declined. %age$ 919 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking

14:.

Man"fact"rers face several challenges in managing trade promotions. Fist some of these challenges. Suggested Ans+er: ?irst, the! often find it diffic"lt to police retailers to make s"re the! are doing what the! agreed to do. ,econd, some retailers are doing forward "!ing. Third, some retailers are diverting. %age$ 91( )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking

146.

In deciding to "se a partic"lar t!pe of cons"mer promotional incentive, marketers have several factors to consider. Fist these factors and riefl! e8plain them. Suggested Ans+er: ?irst, the marketer m"st determine the size of the incentive. # minim"m is necessar! if the promotion is to s"cceed. ,econd, the marketing manager m"st esta lish conditions for participation. Incentives might e offered to ever!one or j"st a select gro"p. Third, the marketer has to decide on the duration of the promotion. Optimal d"ration is the length of the average p"rchase c!cle. ?o"rth, the marketer m"st choose a distribution vehicle for the promotion Gcentsoff co"pon, on<pack co"ponH. ?ifth, the marketer m"st esta lish the timing of the promotion. ?inall!, the marketer m"st determine the total sales promotion budget. %age$ 91' )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills

14(.

#ccording to the I*K ,ponsorship 0eport, L1&.' illion was projected to e spent on sponsorships in North #merica d"ring .446. Fist the eight reasons wh! marketers ma! want to sponsor an event. Suggested Ans+er: Marketers reasons are as follows$ G1H to identif! with a partic"lar target market or lifest!leE G.H to increase awareness of the compan! or prod"ct nameE G1H to create or reinforce cons"mer perceptions of ke! rand image associationsE G&H to enhance corporate imageE G9H to create e8periences and evoke feelingsE G:H to e8press commitment to the comm"nit! or on social iss"esE G6H to entertain ke! clients or reward ke! emplo!eesE and G(H to permit merchandising or promotional opport"nities. %age$ 9.1 )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills

+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

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%art 6$ +omm"nicating 7al"e

14'.

Marketing p" lic relations pla!s an important role in specific tasks. Fist these si8 tasks. Suggested Ans+er: The tasks are$ G1H la"nching of new prod"ctsE G.H repositioning a mat"re prod"ctE G1H "ilding interest in a prod"ct categor!E G&H infl"encing specific target gro"psE G9H defending prod"cts that have enco"ntered p" lic pro lemsE and G:H "ilding the corporate image in a wa! that reflects favora l! on its prod"cts. %ages$ 9.9D9.: )iffic"lt!$ Medi"m

114.

In considering when and how to "se M%0, management m"st esta lish the marketing o jectives, choose the %0 messages and vehicles, implement the plan caref"ll!, and eval"ate the res"lts. To accomplish this, M%0 has a n"m er of AtoolsB at its disposal. Fist the major tools of effective M%0. Suggested Ans+er: The major tools are p" lications, events, sponsorships, news, speeches, p" lic service activities, and identit! media. %age$ 9.( )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

APP"'CA$'#! %&ES$'#!S Multiple Choice


111. #s the newest rand manager for !o"r compan!, !o" are in the process of developing an advertising campaign for the coming !ear. When !o" review !o"r prod"ct s" stit"ta ilit! and the stage in the prod"ct life c!cle, which of Athe five MsB are !o" deciding? a. Message . Meas"rement c. Mone! d. Media e. Mission #nswer$ c %age$ &'( )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills 11.. =o"r prod"ct competes in a mat"re market and !o"r compan! is the market leader in the categor!. The advertising o jective for !o"r prod"ct sho"ld e ////////. a. to stim"late and pers"ade cons"mers to "se !o"r prod"ct . to stim"late and demonstrate the prod"ct2s s"periorit! c. to stim"late more "sage d. to stim"late rand recognition e. none of the a ove #nswer$ c %age$ &'' )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking

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+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

111.

#dvertising often fails to increase sales for mat"re rands and categories in decline. The //////// is m"ch lower for these prod"cts than for newer ones. a. cl"tter . message generation c. creative rief d. advertising elasticit! e. fle8i ilit! #nswer$ d %age$ 944 )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills

11&.

=o" have decided to "se print media to advertise !o"r prod"ct eca"se the amo"nt of information !o" wish to comm"nicate is large. In designing a print campaign, !o" have een advised to write a headline for the ad that is strong. What is it a o"t the headline that is so important in a print ad campaign? a. The headline m"st reinforce the pict"re and lead the person to read the cop!. . The headline m"st attract the reader2s e!es. c. The headline m"st appeal to the reader2s sense of Awow.B d. The headline m"st spark c"riosit! from the reader. e. The headline m"st offend the readers2 sensi ilities to attract them to read it. #nswer$ a %age$ 941 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking 119. The compan! has decided to change its advertising message in ke! markets. ,peed and fle8i ilit! are the iss"es here as the compan! scram les to make "p lost gro"nd. Of all of the advertising media availa le to !o", which one offers !o"r compan! fle8i ilit!? a. -ill oards . Television c. %rint d. %lace advertising e. 0adio #nswer$ e %age$ 94& )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills 11:. # competitive prod"ct is advertised as eing a le to Akeep the floor cleanB for si8 months. Testing ! !o"r firms2 la oratories ref"tes this advertising message. >nder >.,. law, the competition is practicing ////////. a. deceptive advertising . p"ffer! c. creative license d. accepta le risks e. none of the a ove #nswer$ a %age$ 949 )iffic"lt!$ Medi"m ##+,-$ *thical 0easoning

+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

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%art 6$ +omm"nicating 7al"e

116.

=o"r research has shown that !o"r cons"mers have a high forgetting rate on !o"r prod"ct. In fact, the forgetting rate is as high as .4J. To reverse this trend, !o" will "ndertake an advertising campaign designed to get the message ack into memor! ! emphasi;ing ////////. a. complicit! . impact c. reach d. fre@"enc! e. none of the a ove #nswer$ d %age$ 94: )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills 11(. #ltho"gh o"tdoor advertising has limited a"dience selectivit!, it ////////. a. is ver! e8pensive . offers low repeat e8pos"re c. is s" ject to low competition d. is highl! infle8i le e. all of the a ove #nswer$ c %age$ 946 )iffic"lt!$ Medi"m 11'. In developing an advertising campaign of !o"r new prod"ct, !o" have decided on creating a mo ile workshop that wo"ld travel aro"nd the co"ntr! showing cons"mers how to "se the prod"ct. This mo ile AworkshopB is an e8ample of ////////. a. place advertising . creative advertising c. prod"ct advertising d. ill oards e. randed advertising #nswer$ a %age$ 94( )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills 1.4. When %ringles is feat"red on the television show Survivor, this is an e8ample of////////. a. prod"ct placement . advertorials c. randed entertainment d. prod"ct advertising e. creative advertising #nswer$ a %age$ 94' )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

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+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

1.1.

The ad agenc! !o" are working with cites st"dies that show that cons"mers wait "ntil the last min"te to make "!ing decisions and in fact, one st"d! s"ggested that over 6&J of all "!ing decisions are made in the store. The ad agenc! is "rging !o" to approve the creation of //////// to capitali;e on these spontaneo"s "!ing decisions. a. point<of<p"rchase material . print material c. co"pons d. fl!ers e. none of the a ove #nswer$ a %age$ 914 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking 1... One of the criteria for eval"ating the effectiveness of !o"r print campaign is the circ"lation of the ph!sical "nits carr!ing the advertising. =o" have asked for more information from the ad agenc!. In fact, !o" have asked for the n"m er of people with !o"r target a"dience2s characteristics who act"all! saw the ad. This is an e8ample of ////////. a. interactive marketing . effective ad<e8posed a"dience c. direct<response advertising d. effective a"dience e. all of the a ove #nswer$ %age$ 914 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills 1.1. If a f"ll<page, fo"r<color ad in Newsweek costs L.44,444 and Newsweek2s estimated readership is 1.1 million people, the cost of e8posing the add to 1,444 people is appro8imatel! ////////. a. L&1 . L91 c. L:9 d. L66 e. L(& #nswer$ c %age$ 911 )iffic"lt!$ *as! 1.&. ?or a a ! lotion ad, a maga;ine read ! one million !o"ng mothers has high ////////. a. editorial @"alit! . ad<placement policies c. e8tra services d. a"dience @"alit! e. s"ppl!<side meas"rement #nswer$ d %age$ 911 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

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%art 6$ +omm"nicating 7al"e

1.9.

-"!ers enter !o"r market at a high rate and cons"mers p"rchase !o"r prod"ct on almost a Adail!B asis. With these two known characteristics a o"t !o"r cons"mers and market, !o" are etter off "sing aGnH //////// advertising timing pattern. a. contin"it! . intermittent c. concentrated d. flighting e. p"lsing #nswer$ a %age$ 91. )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills 1.:. When cons"mers respond to s"ch @"estions as AWhat is the main message !o" get from this ad?B or A5ow does this ad make !o" feel?B !o" are "sing what comm"nication<effect research method? a. Opinion testing . Fa orator! testing c. %ortfolio testing d. +op! testing e. +ons"mer feed ack method #nswer$ e %age$ 911 )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills 1.6. The compan!2s marketing mi8 incl"des s"ch tools as co"pons, cash ref"nd offers, and premi"ms. These are e8amples of ////////. a. salesman2s tools . marketing mi8 c. cons"mer promotions d. trade promotions e. none of the a ove #nswer$ c %age$ 91& )iffic"lt!$ *as! 1.(. The wa! the promotional material gets to the cons"mer is known as the ////////. ?or e8ample, a 19<cents<off co"pon can e sent ! mail, offered in stores, or attached to the prod"ct packaging. a. condition . distri "tion vehicle c. d"ration d. s"ppl! side e. implementation #nswer$ %age$ 91' )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

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+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

1.'.

#s a sponsoring organi;ation of a recent sporting event, !o"r ad agenc! presents !o" with the following information$ AO"r rand was visi le on national television for a total of 944 secondE this e8pos"re represents L144,444 in advertising ased on the national rate.B This is an e8ample of a //////// meas"rement. a. s"ppl!<side . demand<side c. market<share d. share<of<market e. share<of<voice #nswer$ a %age$ 9.. )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills 114. #s the national rand manager for a major egg prod"cer, !o" have directed !o"r M%0 manager to help !o" "ild cons"mer interest in cooking eggs for dinner. This wo"ld e an e8ample of "sing M%0 to ////////. a. "ild interest in a prod"ct categor! . la"nch new prod"cts c. reposition a mat"re prod"ct d. defend prod"cts that have enco"ntered p" lic pro lems e. "ild the corporate image in a wa! that reflects favora l! on its prod"cts #nswer$ c %ages$ 9.9D9.: )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking

Short Ans+er
111. What are the major differences etween informative and pers"asive advertising? Suggested Ans+er: Informative advertising seeks to create rand awareness and knowledge of new prod"cts or prod"ct feat"resE pers"asive advertising aims to create liking, preference, conviction, and p"rchase of goods or services %age$ &'' )iffic"lt!$ *as! ##+,-$ 0eflective Thinking 11.. In designing and eval"ating an ad campaign, it is important to disting"ish etween what two strategies? Suggested Ans+er: =o" m"st disting"ish etween the message strategy Gwhat the ad attempts to conve! a o"t the randH and the creative strategy, Ghow the ad e8presses the rand claimsH. %age$ 944 )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

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%art 6$ +omm"nicating 7al"e

111.

?rom a rand< "ilding perspective, television advertising has two partic"larl! important strengths. Fist and riefl! e8plain these strengths. Suggested Ans+er: ?irst, television can e an effective means of vividl! demonstrating prod"ct attri "tes and pers"asivel! e8plaining their corresponding cons"mer enefits. ,econd, television advertising can e a compelling means for dramaticall! portra!ing "ser and "sage imager!, rand personalit!, and other rand intangi les. %age$ 941 )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking

11&.

*8plain how format elements of a print ad can impact the ad2s impact. Suggested Ans+er: ?ormat elements s"ch as ad si;e, color, and ill"stration can affect a print ad2s impact. Farger ads gain more attention, tho"gh not necessaril! ! as m"ch as their difference in cost. ?o"r<color ill"strations increase ad effectiveness and ad cost. %age$ 94. )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking

119.

*8plain the concept of Areach.B Suggested Ans+er: Reach is the n"m er of different persons or ho"seholds e8posed to a partic"lar media sched"le at least once d"ring a specified time period. %age$ 949 )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills

11:.

*8plain the concept of Afre@"enc!.B Suggested Ans+er: re!uency is the n"m er of times within the specified time period that an average person or ho"sehold is e8posed to the message. %age$ 94: )iffic"lt!$ *as!

116.

*8plain the concept of Aimpact.B Suggested Ans+er: "mpact is the @"alitative val"e of an e8pos"re thro"gh a given medi"m. %age$ 94: )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills

11(.

The media planner needs to know the capacit! of the major advertising media t!pes to deliver reach, fre@"enc!, and impact. Media planners make their choices ! considering what varia les? Suggested Ans+er: The varia les are$ G1H target a"dience media ha its, G.H prod"ct characteristics, G1H message characteristics, and G&H costs. %ages$ 94:D946 )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking

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+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

+hapter 1($ Managing Mass +omm"nications$ #dvertising, ,ales %romotions, *vents and *8periences, and %" lic 0elations

11'.

*8plain the rationale ehind "sing o"t<of<home advertising to reach cons"mers. Suggested Ans+er: The rationale ehind o"t<of<home advertising is that marketers are etter off reaching people where the! work, pla!, and shop. %age$ 94( )iffic"lt!$ 5ard

1&4.

What is the appeal of point<of<p"rchase advertising? Suggested Ans+er: The appeal of point<of<p"rchase advertising lies in the fact that in man! prod"ct categories cons"mers make the "lk of their final rand decisions in the store. %age$ 914 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking

1&1.

In la"nching !o"r compan!2s new prod"ct, !o" are faced with a decision of what t!pe of timing pattern will effectivel! match the comm"nications o jectives in relation to the nat"re of the prod"ct. Fist the fo"r choices availa le to !o". Suggested Ans+er: The fo"r choices are contin"it!, concentration, flighting, and p"lsing. %ages$ 91.D911 )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills

1&..

In attempting to meas"re the effectiveness of !o"r advertising, !o" "ndertake to pretest the advertising. What are the three methods of pretesting? Suggested Ans+er: The three methods are cons"mer feed ack, portfolio tests, and la orator! tests. %age$ 911 )iffic"lt!$ *as! ##+,-$ #nal!tic ,kills

1&1.

*8plain the form"la for meas"ring sales impact of advertising. Suggested Ans+er: The steps are$ share of e8pendit"res, share of voice, share of mind and heart, and "ltimatel!, share of market. %age$ 91& )iffic"lt!$ 5ard

1&&.

In designing !o"r sales promotion campaign, !o"r o jective is to attract new triers and to reward lo!al c"stomers. What t!pe of sales promotion sho"ld !o" "se? Suggested Ans+er: ,ellers "se incentive<t!pe promotions to attract new triers or to reward lo!al c"stomers. %age$ 91& )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking

1&9.

)efine the concept of Acons"mer franchise< "ildingB sales promotions. Suggested Ans+er: +ons"mer franchise< "ilding sales promotions impart a selling message along with the deal. %age$ 91: )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all

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1&:.

Man"fact"rers "se a n"m er of trade promotion tools. Kive fo"r reasons wh! man"fact"rers award mone! to the trade. Suggested Ans+er: Man"fact"rers award mone! to the trade G1H to pers"ade the retailer or wholesaler to carr! the randE G.H to pers"ade the retailer or wholesalers to carr! more "nits than the normal amo"ntE G1H to ind"ce retailers to promote the rand ! feat"ring, displa!, and price red"ctionsE and G&H to stim"late retailers and their sales clerks to p"sh the prod"ct. %age$ 916 )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking

1&6.

Wh! are more and more companies investing f"nds into creating Ae8periencesB for their cons"mers? Suggested Ans+er: -! ecoming part of a personall! relevant moment in cons"mers2 lives, involvement with events can roaden and deepen the relationship of a compan! with their target market. %age$ 9.4 )iffic"lt!$ Medi"m ##+,-$ 0eflective Thinking

1&(.

)eveloping s"ccessf"l sponsored events involves a n"m er of decisions. What are the three decisions that m"st e made to "tili;e sponsorships effectivel!? Suggested Ans+er: These are$ G1H choosing the event opport"nit!E G.H designing the sponsorship programE and G1H meas"ring the sponsorship activities. %age$ 9.. )iffic"lt!$ Medi"m ##+,-$ #nal!tic ,kills

1&'.

The compan!2s p" lic relations department performs five f"nctions. Fist these five f"nctions. Suggested Ans+er: The five f"nctions are$ G1H press relations, G.H prod"ct p" licit!, G1H corporate comm"nications, G&H lo !ing, and G9H co"nseling. %age$ 9.& )iffic"lt!$ 5ard ##+,-$ #nal!tic ,kills

194.

M%0 Gmarketing p" lic relationsH pla!s an important role in what tasks? Suggested Ans+er: These tasks are$ G1H la"nching new prod"ctsE G.H repositioning a mat"re prod"ctE G1H "ilding interest in a prod"ct categor!E G&H infl"encing specific target gro"psE G9H defending prod"cts that have enco"ntered p" lic pro lemsE and G:H "ilding the corporate image in a wa! that reflects favora l! on its prod"cts. %ages$ 9.9D9.: )iffic"lt!$ 5ard ##+,-$ 0eflective Thinking

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+op!right 3 .44' %earson *d"cation, Inc. %" lishing as %rentice 5all