Question 1

Examples of manufacturer promotions include price cuts and feature advertising.

Accepted Answer

A) True 
 B)False

Question 2

Media coverage and telecasts only expose the brand and don't necessarily embellish its meaning in any direct way.

Accepted Answer

A) True 
 B)False

Question 3

List the major objectives of events and experiences as promotion tools.

Accepted Answer

1.To identify with a particular target m

Question 4

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

Accepted Answer

A) lack of flexibility 
B) high costs of advertisement space 
C) poor reproduction quality 
D) low believability 
E) absence of local market coverage 
A) lack of flexibility 
B) high costs of advertisement space 
C) poor reproduction quality 
D) low believability 
E) absence of local market coverage

Question 5

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 6

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

Accepted Answer

A) high-quality reproduction 
B) short ad purchase lead time 
C) high efficiency in circulation 
D) no ad competition in same medium 
E) low cost of advertising 
A) high-quality reproduction 
B) short ad purchase lead time 
C) high efficiency in circulation 
D) no ad competition in same medium 
E) low cost of advertising

Question 7

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships,by virtue of its sponsorships of the marquee events.What is the most likely objective for Rolex's sponsorship deal with these events?

Accepted Answer

A) to permit merchandising or promotional opportunities 
B) to express commitment to the community or on social issues 
C) to create experiences and evoke feelings 
D) to identify with a particular target market or lifestyle 
E) to increase salience of company or product name 
A) to permit merchandising or promotional opportunities 
B) to express commitment to the community or on social issues 
C) to create experiences and evoke feelings 
D) to identify with a particular target market or lifestyle 
E) to increase salience of company or product name

Question 8

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

Accepted Answer

A) range 
B) impact 
C) intensity 
D) reach 
E) frequency 
A) range 
B) impact 
C) intensity 
D) reach 
E) frequency

Question 9

Explain the classification of advertising objectives.

Accepted Answer

(1)Informative advertising aims to creat

Question 10

MPR's contribution to a company's bottom line is the easiest to measure because it is used along with other promotional tools.

Accepted Answer

A) True 
 B)False

Question 11

Sales promotion expenditures increased as a percentage of budget expenditure for a number of years,although its growth has recently slowed.Which of the following is a factor that has contributed to the growth of sales promotion expenditures?

Accepted Answer

A) many brands have come to be seen as dissimilar 
B) the efficiency of advertising as a promotion has improved 
C) the trade demands more deals from manufacturers 
D) consumers have become less price-oriented 
E) the number of brands in the market has decreased 
A) many brands have come to be seen as dissimilar 
B) the efficiency of advertising as a promotion has improved 
C) the trade demands more deals from manufacturers 
D) consumers have become less price-oriented 
E) the number of brands in the market has decreased

Question 12

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

Accepted Answer

A) free samples 
B) discount coupons 
C) display allowances 
D) contests for sales reps 
E) premiums 
A) free samples 
B) discount coupons 
C) display allowances 
D) contests for sales reps 
E) premiums

Question 13

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?

Accepted Answer

A) 320 
B) 10 
C) 640 
D) 160 
E) 240 
A) 320 
B) 10 
C) 640 
D) 160 
E) 240

Question 14

Describe how advertising objectives are set to reflect the product class.

Accepted Answer

The advertising objective should emerge

Question 15

What is the gross rating points (GRP)for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?

Accepted Answer

A) 15 
B) 160 
C) 360 
D) 240 
E) 10 
A) 15 
B) 160 
C) 360 
D) 240 
E) 10

Question 16

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

Accepted Answer

A) price-off packs 
B) contests and sweepstakes 
C) consumer refund offers 
D) trade allowances 
E) frequency awards 
A) price-off packs 
B) contests and sweepstakes 
C) consumer refund offers 
D) trade allowances 
E) frequency awards

Question 17

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 promote Moonburst better,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 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?

Accepted Answer

A) outdoor media 
B) radio 
C) magazines 
D) television 
E) Yellow Pages 
A) outdoor media 
B) radio 
C) magazines 
D) television 
E) Yellow Pages

Question 18

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

Accepted Answer

A) breakfast cereal 
B) detergents 
C) beer 
D) electric bulbs 
E) refrigerator 
A) breakfast cereal 
B) detergents 
C) beer 
D) electric bulbs 
E) refrigerator

Question 19

________ seeks to determine whether an ad is communicating effectively.

Accepted Answer

A) Copy testing 
B) Flighting 
C) Pulsing 
D) Frequency capping 
E) Square inch analysis 
A) Copy testing 
B) Flighting 
C) Pulsing 
D) Frequency capping 
E) Square inch analysis

Question 20

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

Accepted Answer

A) buyer turnover 
B) purchase frequency 
C) media reach 
D) weighted number of exposures 
E) advertising impressions 
A) buyer turnover 
B) purchase frequency 
C) media reach 
D) weighted number of exposures 
E) advertising impressions

Exam 18: Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Examples of manufacturer promotions include price cuts and feature advertising.

Media coverage and telecasts only expose the brand and don't necessarily embellish its meaning in any direct way.

List the major objectives of events and experiences as promotion tools.

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

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

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

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships,by virtue of its sponsorships of the marquee events.What is the most likely objective for Rolex's sponsorship deal with these events?

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

Explain the classification of advertising objectives.

MPR's contribution to a company's bottom line is the easiest to measure because it is used along with other promotional tools.

Sales promotion expenditures increased as a percentage of budget expenditure for a number of years,although its growth has recently slowed.Which of the following is a factor that has contributed to the growth of sales promotion expenditures?

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

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?

Describe how advertising objectives are set to reflect the product class.

What is the gross rating points (GRP)for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?

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

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

________ seeks to determine whether an ad is communicating effectively.

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

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

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

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters