Exam 18: Managing Mass Communications:

One of the advantages of radio advertising is its flexibility.

________ is most important when launching new products,flanker brands,or extensions of well-known brands.

Print media provides much ________ product information and can also effectively communicate user and usage imagery.

In product placement advertisements,marketers pay a fee to have their products make cameo appearances in movies,films,and television shows.

In launching your company's new product,you are faced with a decision of what type of timing pattern will effectively match the communications objectives in relation to the nature of the product.List the four choices available to you.

The company's public relations department performs five functions.List these five functions.

One of the advantages of direct mail is audience selectivity.One of its limitations is ________.

One of the advantages of print ads is that they can provide dynamic presentations and demonstrations as well as provide much detailed information.

In developing an advertising program,marketing managers can make five major decisions known as the five Ms.Which of the following is NOT one of the five Ms?

Television is the most powerful advertising medium.TV advertising can be a compelling means for dramatically portraying user and usage imagery,brand personality,and other brand ________.

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

________ expresses the rate at which new buyers enter the market;the higher this rate,the more continuous the advertising should be.

Studies have shown that sales promotions are not effective when used in conjunction with advertising.

The ad agency you are working with cites studies that show that consumers wait until the last minute to make buying decisions and in fact,one study suggested that over 74% of all buying decisions are made in the store.The ad agency is urging you to approve the creation of ________ to capitalize on these spontaneous buying decisions.

The growing power of larger retailers has increased the retailer's ability to demand trade promotion at the expense of consumer promotion and advertising.

As the newest brand manager for your company,you are in the process of developing an advertising campaign for the coming year.When you review your product substitutability and the stage in the product life cycle,which of "the five Ms" are you deciding?

Sales promotions include tools for ________ promotion,trade promotion,and business and sales-force promotions.

The weighted number of exposures to an advertising campaign is reach times average frequency times average impact,or WE = R x F x I.

For a baby lotion ad,a magazine read by one million young mothers has high ________.

When setting the advertising budget,marketers must consider the________.