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

Dominant brands offer sales promotion deals less frequently,because most deals subsidize only current users.

(True/False)

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Question 61

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

(Multiple Choice)

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Question 62

Reinforcement advertising _________________________________.

(Multiple Choice)

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Question 63

A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period,with prizes (money,trips,gifts,or points)going to those who succeed.

(Multiple Choice)

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Question 64

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.

(True/False)

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Question 65

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

(True/False)

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Question 66

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

(Multiple Choice)

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Question 67

The qualitative value of an exposure through a given medium is known as ________.

(Multiple Choice)

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Question 68

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

(Multiple Choice)

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Question 69

TV advertising is considered to be particularly advantageous because ________.

(Multiple Choice)

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Question 70

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?

(Multiple Choice)

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Question 71

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

(True/False)

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Question 72

Print advertising (newspapers and magazines)is generally acknowledged as the most powerful advertising medium.

(True/False)

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(86)

Question 73

JBJ Sports is a leading sports goods maker.It has recently initiated a program in association with the Children of God Foundation,which bids to raise funds to promote nutritional awareness and education of young children from Bangladesh.The company plans to donate $1 for every item it sells in the SEA market.Also,JBJ has roped in professional sports teams associated with it to wear the Children of God logo on their team gear.Which of the following best describes the motivation for JBJ's involvement in the program?

(Multiple Choice)

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Question 74

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

(Multiple Choice)

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Question 75

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

(Multiple Choice)

4.8/5

(90)

Question 76

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

(Multiple Choice)

4.9/5

(90)

Question 77

The public relations function of lobbying involves advising management about public issues,and company positions and image during good times and bad.

(True/False)

4.8/5

(82)

Question 78

Some marketers use _______________ advertising to attract buyers under false pretenses.

(Multiple Choice)

4.8/5

(64)

Question 79

Flighting as an advertising timing pattern is most useful when ________.

(Multiple Choice)

4.8/5

(71)

Question 80

Showing 61 - 80 of 150

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

Dominant brands offer sales promotion deals less frequently,because most deals subsidize only current users.

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

Reinforcement advertising _________________________________.

A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period,with prizes (money,trips,gifts,or points)going to those who succeed.

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.

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

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

The qualitative value of an exposure through a given medium is known as ________.

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

TV advertising is considered to be particularly advantageous because ________.

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?

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

Print advertising (newspapers and magazines)is generally acknowledged as the most powerful advertising medium.

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

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

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

The public relations function of lobbying involves advising management about public issues,and company positions and image during good times and bad.

Some marketers use _______________ advertising to attract buyers under false pretenses.

Flighting as an advertising timing pattern is most useful when ________.

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

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