Question 1

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

Accepted Answer

A) Weight 
B) Frequency 
C) Reach 
D) Media buying 
E) Media selection 
A) Weight 
B) Frequency 
C) Reach 
D) Media buying 
E) Media selection

Question 2

The major tools in an MPR department include publications,events,sponsorships,________,speeches,public service activities,and identity media.

Accepted Answer

A) customers 
B) managers 
C) news 
D) universities 
E) colleges 
A) customers 
B) managers 
C) news 
D) universities 
E) colleges

Question 3

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

Accepted Answer

A) campaign 
B) movement 
C) experience 
D) public 
E) experiment 
A) campaign 
B) movement 
C) experience 
D) public 
E) experiment

Question 4

Advertising in the Yellow Pages offers excellent local coverage and wide reach at low cost,but also carries high competition and creative limitations.

Accepted Answer

A) True 
 B)False

Question 5

Define the concept of "consumer franchise-building" sales promotions.

Accepted Answer

Consumer franchise-b

Question 6

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from its ________.

Accepted Answer

A) brand strategy 
B) creative strategy 
C) test strategy 
D) medium strategy 
E) corporate strategy 
A) brand strategy 
B) creative strategy 
C) test strategy 
D) medium strategy 
E) corporate strategy

Question 7

If a full-page,four-color ad in Newsweek costs $200,000 and Newsweek's estimated readership is 3.1 million people,the cost of exposing the add to 1,000 people is approximately ________.

Accepted Answer

A) $41 
B) $53 
C) $65 
D) $77 
E) $84 
A) $41 
B) $53 
C) $65 
D) $77 
E) $84

Question 8

________ seeks to determine whether an ad is communicating effectively.

Accepted Answer

A) Communications-effect research 
B) Marketing research 
C) Buyer research 
D) Consumer research 
E) Media research 
A) Communications-effect research 
B) Marketing research 
C) Buyer research 
D) Consumer research 
E) Media research

Question 9

In measuring an event,the supply-side method attempts to approximate the amount of time or space devoted to media coverage of an event.

Accepted Answer

A) True 
 B)False

Question 10

One of the criteria for evaluating the effectiveness of your print campaign is the circulation of the physical units carrying the advertising.You have asked for more information from the ad agency.In fact,you have asked for the number of people with your target audience's characteristics who actually saw the ad.This is an example of ________.

Accepted Answer

A) interactive marketing 
B) effective ad-exposed audience 
C) direct-response advertising 
D) effective audience 
E) all of the above 
A) interactive marketing 
B) effective ad-exposed audience 
C) direct-response advertising 
D) effective audience 
E) all of the above

Question 11

The higher the ________ associated with a brand,product category,or message,the higher the warranted level of repetition.

Accepted Answer

A) total number of exposures 
B) target audience media habits 
C) forgetting rate 
D) impact 
E) reach 
A) total number of exposures 
B) target audience media habits 
C) forgetting rate 
D) impact 
E) reach

Question 12

The ________ method of measuring event effectiveness identifies the effect sponsorship had on consumers' brand knowledge.

Accepted Answer

A) incremental 
B) supply-side 
C) demand-side 
D) historical 
E) experimental 
A) incremental 
B) supply-side 
C) demand-side 
D) historical 
E) experimental

Question 13

Marketing public relations (MPR)supports corporate or product promotion and image making and plays a crucial role in ________.

Accepted Answer

A) creating publicity 
B) protecting the company from liabilities 
C) repositioning a mature product 
D) securing free ad spaces 
E) building a word-of-mouth campaign 
A) creating publicity 
B) protecting the company from liabilities 
C) repositioning a mature product 
D) securing free ad spaces 
E) building a word-of-mouth campaign

Question 14

MPR (marketing public relations)plays an important role in what tasks?

Accepted Answer

These tasks are: (1)launching new produc

Question 15

Researchers try to measure the sales impact through analyzing historical or experimental data.

Accepted Answer

A) True 
 B)False

Question 16

When consumers respond to such questions as "What is the main message you get from this ad?" or "How does this ad make you feel?" you are using what communication-effect research method?

Accepted Answer

A) Opinion testing 
B) Laboratory testing 
C) Portfolio testing 
D) Copy testing 
E) Consumer feedback method 
A) Opinion testing 
B) Laboratory testing 
C) Portfolio testing 
D) Copy testing 
E) Consumer feedback method

Question 17

The term "concentration" when used in the context of advertising means that the advertiser will ________.

Accepted Answer

A) run heavy advertising day and night for a short period of time 
B) spend all of the advertising dollars in a single period 
C) run all the ads for the product within a specific period of time 
D) spend all of the advertising dollars across a specific time period 
E) not spend all of the advertising dollars in a single period 
A) run heavy advertising day and night for a short period of time 
B) spend all of the advertising dollars in a single period 
C) run all the ads for the product within a specific period of time 
D) spend all of the advertising dollars across a specific time period 
E) not spend all of the advertising dollars in a single period

Question 18

Why are more and more companies investing funds into creating "experiences" for their consumers?

Accepted Answer

By becoming part of a personal

Question 19

Communication-effect research seeks to determine whether an ad is communicating effectively.

Accepted Answer

A) True 
 B)False

Question 20

For consumers,ideally,sales promotions would have short-run sales impact as well as long-run brand equity effects.

Accepted Answer

A) True 
 B)False

Exam 18: Managing Mass Communications:

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

The major tools in an MPR department include publications,events,sponsorships,________,speeches,public service activities,and identity media.

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

Advertising in the Yellow Pages offers excellent local coverage and wide reach at low cost,but also carries high competition and creative limitations.

Define the concept of "consumer franchise-building" sales promotions.

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from its ________.

If a full-page,four-color ad in Newsweek costs $200,000 and Newsweek's estimated readership is 3.1 million people,the cost of exposing the add to 1,000 people is approximately ________.

________ seeks to determine whether an ad is communicating effectively.

In measuring an event,the supply-side method attempts to approximate the amount of time or space devoted to media coverage of an event.

The higher the ________ associated with a brand,product category,or message,the higher the warranted level of repetition.

The ________ method of measuring event effectiveness identifies the effect sponsorship had on consumers' brand knowledge.

Marketing public relations (MPR)supports corporate or product promotion and image making and plays a crucial role in ________.

MPR (marketing public relations)plays an important role in what tasks?

Researchers try to measure the sales impact through analyzing historical or experimental data.

When consumers respond to such questions as "What is the main message you get from this ad?" or "How does this ad make you feel?" you are using what communication-effect research method?

The term "concentration" when used in the context of advertising means that the advertiser will ________.

Why are more and more companies investing funds into creating "experiences" for their consumers?

Communication-effect research seeks to determine whether an ad is communicating effectively.

For consumers,ideally,sales promotions would have short-run sales impact as well as long-run brand equity effects.

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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