Exam 20: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

JBJ Sports is a leading sporting goods manufacturer from Atlanta. It has recently initiated a program in association with the Food4Kids Foundation, which raises funds to promote nutritional awareness of young children. The company plans to donate $1 for every item it sells in the North American market. Also, JBJ has roped in professional sports teams associated with it to wear the Food4Kids logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program?

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

An ideal event is unique but not encumbered with many sponsors, lends itself to ancillary marketing activities, and reflects or enhances the sponsor's brand or corporate image.

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

The public relations function of lobbying involves advising management about public issues as well as company positions and image during good times and bad.

Media coverage and telecasts only expose the brand and do not necessarily embellish its meaning in any direct way.

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

Dominant brands offer sales promotion deals less frequently because most deals subsidize only current users.

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

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?

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

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

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

When Fred sends in the box top from his cereal to receive a free DVD of a cartoon featuring one of his favorite characters, he is responding to a ________.

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

________ refers to the task of securing editorial space - as opposed to paid space - in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.

Place advertising, or out-of-home advertising, is a broad category that includes many creative and unexpected forms to grab consumers' attention, including all of the following EXCEPT ________.

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

The supply-side method identifies the effect sponsorship has on consumers' brand knowledge.

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