Exam 18: Managing Mass Communications:

Buyers enter your market at a high rate and consumers purchase your product on almost a "daily" basis.With these two known characteristics about your consumers and market,you are better off using a(n)________ advertising timing pattern.

The obvious disadvantages of radio include ________.

Sales promotion consists of a collection of incentive tools,mostly short term,designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

A creative brief is an elaboration of the positioning statement of the brand.

Developing successful sponsored events involves a number of decisions.What are the three decisions that must be made to utilize sponsorships effectively?

The media planner needs to know the capacity of the major advertising media types to deliver reach,frequency,and impact.Media planners make their choices by considering what variables?

Advertising typically builds brand loyalty,and sales promotions can weaken brand loyalty.

________ is any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor.

Place advertising,also called out-of-home advertising,is a broadly defined category that captures many different alternative advertising forms.

Sales promotion tools that impart a selling message along with the deal,as in the case of free samples and premiums when they are related to the product,are called ________.

In deciding to use a particular type of consumer promotional incentive,marketers have several factors to consider.List these factors and briefly explain them.

In designing and evaluating an ad campaign,it is important to distinguish between what two strategies?

One of the limitations of newspapers is their short life span.

In choosing media,the advertiser faces both a macroscheduling and a microscheduling problem.

Radio's main advantage lies in its ________.

Because of the fleeting nature of the television ad,and the distracting creative elements often found in it,product-related messages and the brand itself can be overlooked.

Explain how format elements of a print ad can impact the ad's impact.

A media vehicle's ________ refers to its prestige and believability.People are more likely to believe a TV or radio ad and to become more positively disposed toward the brand when the ad is placed within a program they like.

According to the IEG Sponsorship Report,$14.9 billion was projected to be spent on sponsorships in North America during 2007.List the eight reasons why marketers may want to sponsor an event.

You have decided to use print media to advertise your product because the amount of information you wish to communicate is large.In designing a print campaign,you have been advised to write a headline for the ad that is strong.What is it about the headline that is so important in a print ad campaign?