Question 1

Which of the following describes the public relations function of lobbying?

Accepted Answer

A)  sponsoring efforts to publicize specific products 
B)  advising management about public issues, and company positions and image during good times and bad 
C)  presenting news and information about the organization in the most positive light 
D)  dealing with legislators and government officials to promote or defeat legislation and regulation 
E)  promoting understanding of the organization through internal and external communications 
A)  sponsoring efforts to publicize specific products 
B)  advising management about public issues, and company positions and image during good times and bad 
C)  presenting news and information about the organization in the most positive light 
D)  dealing with legislators and government officials to promote or defeat legislation and regulation 
E)  promoting understanding of the organization through internal and external communications

Question 2

Although supply-side exposure methods provide quantifiable measures, equating media coverage with advertising exposure ignores the content of the respective communications.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

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

Question 5

MPR's contribution to a company's bottom line is the easiest to measure among all the available promotion tools.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

Question 7

Concentrated advertising is well suited for products with one selling season or related holiday.

Accepted Answer

A) True 
 B)False

Question 8

Sales promotions in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in brand preference over the longer term.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is a medium of visual identity for a company?

Accepted Answer

A)  annual reports 
B)  dress codes 
C)  press releases 
D)  seminars 
E)  trade shows 
A)  annual reports 
B)  dress codes 
C)  press releases 
D)  seminars 
E)  trade shows

Question 10

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

Accepted Answer

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. 
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 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

In developing an advertising program, marketing managers can make the five major decisions known as the five Ms. List and explain each of these Ms.

Accepted Answer

The five major decisions are:
1. Mission

Question 14

Advertising elasticities were estimated to be higher for established (0.3) than for new (0.1) products.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

Accepted Answer

A)  lobbying 
B)  corporate communications 
C)  press relations 
D)  product publicity 
E)  counseling 
A)  lobbying 
B)  corporate communications 
C)  press relations 
D)  product publicity 
E)  counseling

Question 18

Reach of an advertising message is most important when launching new products, flanker brands, extensions of well-known brands, or infrequently purchased brands.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

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 
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 20

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

Accepted Answer

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

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

Which of the following describes the public relations function of lobbying?

Although supply-side exposure methods provide quantifiable measures, equating media coverage with advertising exposure ignores the content of the respective communications.

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

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

MPR's contribution to a company's bottom line is the easiest to measure among all the available promotion tools.

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

Concentrated advertising is well suited for products with one selling season or related holiday.

Sales promotions in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in brand preference over the longer term.

Which of the following is a medium of visual identity for a company?

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

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

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

In developing an advertising program, marketing managers can make the five major decisions known as the five Ms. List and explain each of these Ms.

Advertising elasticities were estimated to be higher for established (0.3) than for new (0.1) products.

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

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

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

Reach of an advertising message is most important when launching new products, flanker brands, extensions of well-known brands, or infrequently purchased brands.

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

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

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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