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

The forgetting rate is the rate at which the buyer forgets the brand;the higher the forgetting rate,the more continuous the advertising should be.

Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions.What is the most likely objective of Mountain Dew's sponsorship of these events?

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

Which of the following types of advertising timing patterns calls for spending all the advertising dollars in a single period?

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

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

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

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

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

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

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

________ are consumer promotion tools that provide a price reduction after purchase rather than at the retail shop.

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

________ is an advertising timing pattern that calls for advertising during a period,followed by a period with no advertising,followed by a second period of advertising activity.

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?

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

Pepe Homes manufactures a range of bathroom accessories and fittings that include bath-tubs,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 the 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?

Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door,sent in the mail,picked up in a store,attached to another product,or featured in an advertising offer?

Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods?

Which of the following is the main advantage of radio as an advertising medium?