Question 1

One of the appeals of point-of-purchase advertisements,as one study suggested,is that the bulk of all buying decisions are made in the store.

Accepted Answer

A) True 
 B)False

Question 2

Public relations involves a variety of programs designed to promote or protect a company's image or its individual products.

Accepted Answer

A) True 
 B)False

Question 3

The ________ is the rate at which the buyer forgets the brand.

Accepted Answer

A) designated rate 
B) purchase frequency 
C) purge rate 
D) turnover rate 
E) forgetting rate 
A) designated rate 
B) purchase frequency 
C) purge rate 
D) turnover rate 
E) forgetting rate

Question 4

There are three major methods of pretesting ads.These are consumer feedback,________,and laboratory test.

Accepted Answer

A) prelaunch testing 
B) copy testing 
C) direct testing 
D) telephone inquiries 
E) portfolio testing 
A) prelaunch testing 
B) copy testing 
C) direct testing 
D) telephone inquiries 
E) portfolio testing

Question 5

A decade ago,the advertising-to-sales-promotion ratio was about 60:40.Today,in many consumer-packaged-goods companies,sales promotion accounts for 75% of the combined budget.Several factors contribute to this rapid growth.List and explain these factors.

Accepted Answer

Promotion is now more accepted by top ma

Question 6

One of the advantages of television is that the large number of ads and nonprogramming material on television creates clutter that makes it easy for consumers to ignore or forget the ad.

Accepted Answer

A) True 
 B)False

Question 7

Although outdoor advertising has limited audience selectivity,it ________.

Accepted Answer

A) is very expensive 
B) offers low repeat exposure 
C) is subject to low competition 
D) is highly inflexible 
E) all of the above 
A) is very expensive 
B) offers low repeat exposure 
C) is subject to low competition 
D) is highly inflexible 
E) all of the above

Question 8

Developing successful sponsored events involves choosing the appropriate events;designing the optimal sponsorship program for the event;and managing the event dynamics properly.

Accepted Answer

A) True 
 B)False

Question 9

A company has to decide on how to allocate its advertising budget over space as well as over time.A company makes "spot buys" when it buys TV time in just a few markets or in regional editions of magazines.These markets are called ________.

Accepted Answer

A) areas of dominant influence 
B) trading areas 
C) short-term marketing opportunities 
D) SMSA 
E) none of the above 
A) areas of dominant influence 
B) trading areas 
C) short-term marketing opportunities 
D) SMSA 
E) none of the above

Question 10

In deciding to use a particular incentive,marketers have several factors to consider.One of these factors is ________.

Accepted Answer

A) duration 
B) distribution vehicle 
C) promotion budget 
D) size 
E) all of the above 
A) duration 
B) distribution vehicle 
C) promotion budget 
D) size 
E) all of the above

Question 11

As a sponsoring organization of a recent sporting event,your ad agency presents you with the following information: "Our brand was visible on national television for a total of 500 second;this exposure represents $100,000 in advertising based on the national rate." This is an example of a ________ measurement.

Accepted Answer

A) supply-side 
B) demand-side 
C) market-share 
D) share-of-market 
E) share-of-voice 
A) supply-side 
B) demand-side 
C) market-share 
D) share-of-market 
E) share-of-voice

Question 12

In choosing the proper media to carry the message,advertisers must decide on ________.

Accepted Answer

A) strategy,users,and media 
B) target markets,users,and heavy users 
C) markets,target markets,and consumers 
D) reach,impact,and television stations 
E) reach,frequency,and impact 
A) strategy,users,and media 
B) target markets,users,and heavy users 
C) markets,target markets,and consumers 
D) reach,impact,and television stations 
E) reach,frequency,and impact

Question 13

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

Accepted Answer

(1)mission-sales goals and advertising o

Question 14

Sellers use incentive-type promotions to attract new triers,to reward loyal customers,and to increase the repurchase rates of occasional users.

Accepted Answer

A) True 
 B)False

Question 15

Frequency is most important where there are weak competitors,a complex story to tell,low consumer resistance,or an infrequent purchase cycle.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Marketing managers must prepare implementation and control plans that cover the various elements of the sales promotion program.________ is the time necessary to prepare the program prior to launching it.

Accepted Answer

A) Sell-in time 
B) Pretesting 
C) Duration 
D) Lead time 
E) Forwarding 
A) Sell-in time 
B) Pretesting 
C) Duration 
D) Lead time 
E) Forwarding

Question 18

One of the reasons marketers sponsor events is to ________ a particular target market or lifestyle.

Accepted Answer

A) identify with 
B) capitalize upon 
C) foster 
D) increase exposure to 
E) none of the above 
A) identify with 
B) capitalize upon 
C) foster 
D) increase exposure to 
E) none of the above

Question 19

Media selection is finding the most cost-effective media to deliver the desired number and types of exposures to the target audience.

Accepted Answer

A) True 
 B)False

Question 20

Marketers are using creative and unexpected ad placements to grab consumers' attentions in ________ advertising.

Accepted Answer

A) market-specific 
B) customer-specific 
C) space 
D) nontraditional 
E) place 
A) market-specific 
B) customer-specific 
C) space 
D) nontraditional 
E) place

Exam 18: Managing Mass Communications:

One of the appeals of point-of-purchase advertisements,as one study suggested,is that the bulk of all buying decisions are made in the store.

Public relations involves a variety of programs designed to promote or protect a company's image or its individual products.

The ________ is the rate at which the buyer forgets the brand.

There are three major methods of pretesting ads.These are consumer feedback,________,and laboratory test.

A decade ago,the advertising-to-sales-promotion ratio was about 60:40.Today,in many consumer-packaged-goods companies,sales promotion accounts for 75% of the combined budget.Several factors contribute to this rapid growth.List and explain these factors.

One of the advantages of television is that the large number of ads and nonprogramming material on television creates clutter that makes it easy for consumers to ignore or forget the ad.

Although outdoor advertising has limited audience selectivity,it ________.

Developing successful sponsored events involves choosing the appropriate events;designing the optimal sponsorship program for the event;and managing the event dynamics properly.

A company has to decide on how to allocate its advertising budget over space as well as over time.A company makes "spot buys" when it buys TV time in just a few markets or in regional editions of magazines.These markets are called ________.

In deciding to use a particular incentive,marketers have several factors to consider.One of these factors is ________.

In choosing the proper media to carry the message,advertisers must decide on ________.

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

Sellers use incentive-type promotions to attract new triers,to reward loyal customers,and to increase the repurchase rates of occasional users.

Frequency is most important where there are weak competitors,a complex story to tell,low consumer resistance,or an infrequent purchase cycle.

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

Marketing managers must prepare implementation and control plans that cover the various elements of the sales promotion program.________ is the time necessary to prepare the program prior to launching it.

One of the reasons marketers sponsor events is to ________ a particular target market or lifestyle.

Media selection is finding the most cost-effective media to deliver the desired number and types of exposures to the target audience.

Marketers are using creative and unexpected ad placements to grab consumers' attentions in ________ advertising.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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