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

Under which of the following conditions is the reach of media the most important factor in media selection?

A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.

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

________ aims to stimulate repeat purchase of products and services.

Compare and contrast advertising and sales promotion as marketing communication tools.

Puffery refers to simple exaggerations in advertisements that are not meant to be believed and are considered illegal.

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

Brands in highly-differentiated product classes require heavy advertising to establish a differential image.

Concentrated advertising is well suited for products with one selling season or related holiday.

Outdoor advertising is more effective at creating new brand associations than enhancing brand awareness or brand image.

What are the four types of advertising timing patterns available to marketers when launching a new product?

________ represents the proportion of company advertising of a product to all advertising of that product.

The supply-side measurement method focuses on potential exposure to the brand by assessing the extent of media coverage,and the demand-side method identifies the effects sponsorship has on consumers' brand knowledge.

Which of the following is a medium of visual identity for a company?

Which of the following consumer promotion tools refers to explicit or implicit promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer's money during a specified period?

Give a brief description of the various factors that affect advertising budget decisions.

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

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

An advertiser makes "local buys" when it buys TV time in just a few markets or in regional editions of magazines.

When a public relations department of a company advises management about public issues,and company positions and image during good times and bad,it is performing the function of ________.