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

Additional costs beyond the cost of specific promotions include the risk that promotions might decrease long-run brand loyalty.

A ________ is a sales force 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.

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

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

The easiest measure of marketing public relations effectiveness is the ________.

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

Audi models featured prominently in the 2010 blockbuster Iron Man 2, including main character Tony Stark's personal R8 Spyder. Which of the following is the most rational explanation for Audi's decision to associate itself with the movie?

Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?

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

Describe the methods used to measure sponsorship activities.

MPR is effective in blanketing local communities and reaching specific groups and hence has to be planned separately from the less cost-effective advertising.

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?

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

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

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

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

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

A price-off pack is an example of a consumer franchise building sales promotions.

Outdoor advertising is more effective at creating new brand associations than enhancing brand awareness or brand image.

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