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

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

MPR can build credibility by placing stories in the media to bring attention to a product,service,person,organization,or idea.

Premiums,as a consumer promotion tool,are defined as ________.

_________ can be a cost-effective way to disseminate messages,whether to build a brand preference or to educate people.

Sales promotions often attract brand switchers,who are primarily looking for low price,good value,or premiums.

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?

Which of the following terms describes the practice of retailers purchasing a greater quantity during a sales promotion period than they can immediately sell?

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

Which of the following equations accurately describes the total number of exposures (E)of an advertising message through a given medium?

Marketers often cut the cost of advertising dramatically by using consumers as their creative team.This strategy is known as ________.

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

Sales promotions in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in brand preference over the longer term.

Sales promotion tools that typically are not brand building include price-off packs,contests and sweepstakes,consumer refund offers,and trade allowances.

What are the legal and social issues associated with advertising?

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

In developing an advertising program,marketing managers can make the five major decisions known as the five Ms list and explain each of these Ms.

Transformers 3 featured Lenovo laptops,TCL electronics,and Yili's Shuhua milk.Mission Impossible: Ghost Protocol featured heavy use of Apple products.Which of the following advertising practices is apparent in these examples?

Which of the following is an example of a business and sales force promotion?

MPR can hold down promotion cost because it costs less than direct-mail and media advertising.

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