Question 1

Explain the concept of "impact."

Accepted Answer

Impact is the qualit

Question 2

Explain the concept of "reach."

Accepted Answer

Reach is the number of differe

Question 3

A better measure to evaluate the effectiveness of MPR is to measure ________.

Accepted Answer

A) the change in product awareness 
B) the number of exposures carried by the media 
C) the number of minutes of radio airtime garnered 
D) the difference between PR costs and advertising space expense 
E) the extent of viewer repeat exposure 
A) the change in product awareness 
B) the number of exposures carried by the media 
C) the number of minutes of radio airtime garnered 
D) the difference between PR costs and advertising space expense 
E) the extent of viewer repeat exposure

Question 4

Sales promotions used in markets of high brand similarity can produce a high sales response in the short run but little ________ gain in brand preference.

Accepted Answer

A) significant 
B) real 
C) short-term 
D) incremental 
E) permanent 
A) significant 
B) real 
C) short-term 
D) incremental 
E) permanent

Question 5

_______ is a particularly important skill in publicizing fund-raising drives for nonprofit organizations.

Accepted Answer

A) Event creation 
B) Supply-side measurement 
C) Demand-side measurement 
D) Containerization 
E) Incremental exposure 
A) Event creation 
B) Supply-side measurement 
C) Demand-side measurement 
D) Containerization 
E) Incremental exposure

Question 6

The ________ involves correlating past sales to past advertising expenditures using advanced statistical techniques in an effort to measure the sales impact of a given promotional campaign.

Accepted Answer

A) historical approach 
B) experimental design approach 
C) humanist approach 
D) target exposure rate approach 
E) pulsing approach 
A) historical approach 
B) experimental design approach 
C) humanist approach 
D) target exposure rate approach 
E) pulsing approach

Question 7

Advertising objectives can be classified according to whether their aim is to inform,persuade,remind,or ________.

Accepted Answer

A) create interest 
B) purchase 
C) create demand 
D) reinforce 
E) introduce 
A) create interest 
B) purchase 
C) create demand 
D) reinforce 
E) introduce

Question 8

One of the potential disadvantages of sponsorships is that the success of an event can often ________ and some consumers may still resent the commercialization of events.

Accepted Answer

A) attract unfavorable media attention 
B) be cancelled 
C) be illegal 
D) be unpredictable 
E) be unfavorable to the sponsor 
A) attract unfavorable media attention 
B) be cancelled 
C) be illegal 
D) be unpredictable 
E) be unfavorable to the sponsor

Question 9

Explain the concept of "frequency."

Accepted Answer

Frequency is the number of tim

Question 10

A good ad normally focuses on one or two ________.

Accepted Answer

A) important environmental factors 
B) subliminal messages 
C) core selling propositions 
D) easily identifiable celebrities 
E) consumer interest items 
A) important environmental factors 
B) subliminal messages 
C) core selling propositions 
D) easily identifiable celebrities 
E) consumer interest items

Question 11

In considering when and how to use MPR,management must establish the marketing objectives,choose the PR messages and vehicles,implement the plan carefully,and evaluate the results.To accomplish this,MPR has a number of "tools" at its disposal.List the major tools of effective MPR.

Accepted Answer

The major tools are publicatio

Question 12

The company has decided to change its advertising message in key markets.Speed and flexibility are the issues here as the company scrambles to make up lost ground.Of all of the advertising media available to you,which one offers your company flexibility?

Accepted Answer

A) Billboards 
B) Television 
C) Print 
D) Place advertising 
E) Radio 
A) Billboards 
B) Television 
C) Print 
D) Place advertising 
E) Radio

Question 13

Television audience size has several possible measures.These include circulation,audience,and ________.

Accepted Answer

A) nonexposed audience 
B) total circulation 
C) exposed audience 
D) listening audience 
E) effective audience 
A) nonexposed audience 
B) total circulation 
C) exposed audience 
D) listening audience 
E) effective audience

Question 14

The company's marketing mix includes such tools as coupons,cash refund offers,and premiums.These are examples of ________.

Accepted Answer

A) salesman's tools 
B) marketing mix 
C) consumer promotions 
D) trade promotions 
E) none of the above 
A) salesman's tools 
B) marketing mix 
C) consumer promotions 
D) trade promotions 
E) none of the above

Question 15

Explain the formula for measuring sales impact of advertising.

Accepted Answer

The steps are: share of expend

Question 16

When Pringles is featured on the television show Survivor,this is an example of________.

Accepted Answer

A) product placement 
B) advertorials 
C) branded entertainment 
D) product advertising 
E) creative advertising 
A) product placement 
B) advertorials 
C) branded entertainment 
D) product advertising 
E) creative advertising

Question 17

In deciding on an ad budget,marketers must recognize that consumer response can be ________-shaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected,but sales increases eventually flatten out.

Accepted Answer

A) T 
B) M 
C) S 
D) Y 
E) C 
A) T 
B) M 
C) S 
D) Y 
E) C

Question 18

When two or more brands or companies team up on coupons,refunds,and contests to increase pulling power,it is called ________.

Accepted Answer

A) price packs 
B) frequency promotions 
C) team promoting 
D) tie-in promotions 
E) cross-promotions 
A) price packs 
B) frequency promotions 
C) team promoting 
D) tie-in promotions 
E) cross-promotions

Question 19

Advertisers have the choice of concentrated,continuous,or episodic when deciding on the advertisements timing patterns.

Accepted Answer

A) True 
 B)False

Question 20

One of the advantages of television is that it combines sight,sound,and motion,appealing to the senses,high attention,and high reach.One of the disadvantages of television is its ________.

Accepted Answer

A) use of the "remote control" to zap through commercials 
B) high clutter 
C) cable channels 
D) fragmented markets 
E) censorship possibilities 
A) use of the "remote control" to zap through commercials 
B) high clutter 
C) cable channels 
D) fragmented markets 
E) censorship possibilities

Exam 18: Managing Mass Communications:

Explain the concept of "impact."

Explain the concept of "reach."

A better measure to evaluate the effectiveness of MPR is to measure ________.

Sales promotions used in markets of high brand similarity can produce a high sales response in the short run but little ________ gain in brand preference.

_______ is a particularly important skill in publicizing fund-raising drives for nonprofit organizations.

The ________ involves correlating past sales to past advertising expenditures using advanced statistical techniques in an effort to measure the sales impact of a given promotional campaign.

Advertising objectives can be classified according to whether their aim is to inform,persuade,remind,or ________.

One of the potential disadvantages of sponsorships is that the success of an event can often ________ and some consumers may still resent the commercialization of events.

Explain the concept of "frequency."

A good ad normally focuses on one or two ________.

In considering when and how to use MPR,management must establish the marketing objectives,choose the PR messages and vehicles,implement the plan carefully,and evaluate the results.To accomplish this,MPR has a number of "tools" at its disposal.List the major tools of effective MPR.

The company has decided to change its advertising message in key markets.Speed and flexibility are the issues here as the company scrambles to make up lost ground.Of all of the advertising media available to you,which one offers your company flexibility?

Television audience size has several possible measures.These include circulation,audience,and ________.

The company's marketing mix includes such tools as coupons,cash refund offers,and premiums.These are examples of ________.

Explain the formula for measuring sales impact of advertising.

When Pringles is featured on the television show Survivor,this is an example of________.

In deciding on an ad budget,marketers must recognize that consumer response can be ________-shaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected,but sales increases eventually flatten out.

When two or more brands or companies team up on coupons,refunds,and contests to increase pulling power,it is called ________.

Advertisers have the choice of concentrated,continuous,or episodic when deciding on the advertisements timing patterns.

One of the advantages of television is that it combines sight,sound,and motion,appealing to the senses,high attention,and high reach.One of the disadvantages of television is its ________.

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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