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

The historical approach correlates past sales to past advertising expenditures using advanced statistical techniques.

What are some of the reasons sales promotion expenditures might increase as a percentage of budget expenditure?

What are the adjustments that marketers need to apply to the cost-per thousand measure when selecting specific media vehicles?

What is the role of print media in advertising? What are the major advantages and disadvantages associated with print advertising media?

What are the major functions performed by marketing public relations? Illustrate with examples.

What you say (ad copy) is more important than the number of times you say it (ad frequency).

Describe the adjustments that an advertiser of high-end laptops has to make to the cost-per-thousand measure.

Incessant price reductions, coupons, deals, and premiums can devalue a product in buyers' minds.

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

Which of the following elements of the marketing communications mix consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers, or the trade?

Established brands usually are supported with lower advertising budgets, measured as a ratio to sales.

________ advertising aims to convince current purchasers that they made the right choice.

Moonburst is a newly launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to better promote Moonburst, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and the ability to fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade-off audience selectivity and creative possibilities if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?

An advertising ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Examples of manufacturer promotions include price cuts and feature advertising.

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

Although newspapers are timely and pervasive, magazines are typically more effective at building user and usage imagery.

Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?

Pepe Homes manufactures a range of bathroom accessories and fittings that include bathtubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?