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

The "Got Milk" campaign was intended to boost sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign is an example of ________ advertising.

What are the four types of advertising timing patterns available to marketers when launching a new product?

Brands in highly differentiated product classes require heavy advertising to establish a unique image.

Which of the following statements is true of the factors that affect an advertising budget?

Puffery refers to simple exaggerations in advertisements that are not meant to be believed and are considered illegal.

An advertiser makes "local buys" when it buys TV time in just a few markets or in regional editions of magazines.

Comparative advertising works best when ________.

In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

What is the weighted number of exposures of a media schedule that reaches 80 percent of the target audience, with an exposure frequency of 4 and impact value of 2?

Researchers studying print advertisements report that the picture, headline, and copy matter in that order.

________ seeks to determine whether an ad is communicating effectively.

The predominant response function for advertising is often concave, but when it is S-shaped, ________.

The main objective of marketing public relations is to secure editorial space in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.

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

The supply-side measurement method focuses on potential exposure to a brand by assessing the extent of media coverage, and the demand-side method focuses on exposure reported by consumers.

Kraft utilized customers to name its new flavor of its iconic Vegemite product, and their selection, iSnack 2.0, increased sales dramatically.

Which of the following media timing factors expresses the rate at which new customers enter the market?

Advertisements for which of the following product categories would be most effective when used with a flighting pattern?

The weighted number of exposures (WE) of an advertising message over a given medium is given by ________.

Which of the following consumer promotion tools refers to explicit or implicit promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer's money during a specified period?