Question 1

Marketing public relations plays an important role in specific tasks.List these six tasks.

Accepted Answer

The tasks are: (1)launching of new produ

Question 2

Your product competes in a mature market and your company is the market leader in the category.The advertising objective for your product should be ________.

Accepted Answer

A) to stimulate and persuade consumers to use your product 
B) to stimulate and demonstrate the product's superiority 
C) to stimulate more usage 
D) to stimulate brand recognition 
E) none of the above 
A) to stimulate and persuade consumers to use your product 
B) to stimulate and demonstrate the product's superiority 
C) to stimulate more usage 
D) to stimulate brand recognition 
E) none of the above

Question 3

Advertisers and their agencies must be sure advertising does not overstep social and legal norms.Public policy makers have developed a substantial body of laws and regulations to govern advertising.List some of the restraints imposed upon advertisers and their clients today.

Accepted Answer

First,advertisers must not make false cl

Question 4

Of the elements of a print advertisement,the ________ matters the most when it comes to the ad's effectiveness.

Accepted Answer

A) headline 
B) copy 
C) picture 
D) font 
E) color 
A) headline 
B) copy 
C) picture 
D) font 
E) color

Question 5

Merchandise offered at a relatively low cost or free as an incentive to purchase a particular product is known as ________.

Accepted Answer

A) a price pack 
B) a sample 
C) premiums 
D) a tie-in 
E) cross-promotions 
A) a price pack 
B) a sample 
C) premiums 
D) a tie-in 
E) cross-promotions

Question 6

Which of the following is NOT a function of the PR department?

Accepted Answer

A) Press relations 
B) Product publicity 
C) Corporate communications 
D) Counseling 
E) All of the above are functions performed by the PR department. 
A) Press relations 
B) Product publicity 
C) Corporate communications 
D) Counseling 
E) All of the above are functions performed by the PR department.

Question 7

Advertising often fails to increase sales for mature brands and categories in decline.The ________ is much lower for these products than for newer ones.

Accepted Answer

A) clutter 
B) message generation 
C) creative brief 
D) advertising elasticity 
E) flexibility 
A) clutter 
B) message generation 
C) creative brief 
D) advertising elasticity 
E) flexibility

Question 8

What are the major differences between informative and persuasive advertising?

Accepted Answer

Informative advertising seeks to create

Question 9

Advertising's sales effect is generally no more difficult to measure than its communication effect.

Accepted Answer

A) True 
 B)False

Question 10

Manufacturers face several challenges in managing trade promotions.List some of these challenges.

Accepted Answer

First,they often find it diffi

Question 11

One of the five specific factors that must be considered when setting an advertising budget is the amount of money available from top management.

Accepted Answer

A) True 
 B)False

Question 12

A creative brief is an elaboration of the positioning statement and includes such items as ________.

Accepted Answer

A) key brand benefits 
B) detailed instructions for the director of the commercial 
C) detailed instructions for the print ads 
D) key actors to be used in the commercial 
E) none of the above 
A) key brand benefits 
B) detailed instructions for the director of the commercial 
C) detailed instructions for the print ads 
D) key actors to be used in the commercial 
E) none of the above

Question 13

Many experts believe that consumers are much more likely to be influenced by editorial copy than by advertising.

Accepted Answer

A) True 
 B)False

Question 14

The advertising objective should emerge from a thorough analysis of the current marketing situation.

Accepted Answer

A) True 
 B)False

Question 15

"Branded entertainment" is where editorial content is produced that reflects favorably on the product or brand.

Accepted Answer

A) True 
 B)False

Question 16

In designing your sales promotion campaign,your objective is to attract new triers and to reward loyal customers.What type of sales promotion should you use?

Accepted Answer

Sellers use incentiv

Question 17

In developing an advertising campaign of your new product,you have decided on creating a mobile workshop that would travel around the country showing consumers how to use the product.This mobile "workshop" is an example of ________.

Accepted Answer

A) place advertising 
B) creative advertising 
C) product advertising 
D) billboards 
E) branded advertising 
A) place advertising 
B) creative advertising 
C) product advertising 
D) billboards 
E) branded advertising

Question 18

From a brand-building perspective,television advertising has two particularly important strengths.List and briefly explain these strengths.

Accepted Answer

First,television can be an effective mea

Question 19

When retailers buy a greater quantity of product during a deal period than they can sell during the deal period,we call this ________.

Accepted Answer

A) purchasing intent 
B) forward buying 
C) trade buying 
D) de facto buying 
E) diverting 
A) purchasing intent 
B) forward buying 
C) trade buying 
D) de facto buying 
E) diverting

Question 20

The main advantage of nontraditional media is that a very precise and-because of the nature of the setting involved-captive audience often can be reached in a ________ manner.

Accepted Answer

A) new 
B) effective 
C) cost-effective 
D) targeted 
E) individualized 
A) new 
B) effective 
C) cost-effective 
D) targeted 
E) individualized

Exam 18: Managing Mass Communications:

Marketing public relations plays an important role in specific tasks.List these six tasks.

Your product competes in a mature market and your company is the market leader in the category.The advertising objective for your product should be ________.

Advertisers and their agencies must be sure advertising does not overstep social and legal norms.Public policy makers have developed a substantial body of laws and regulations to govern advertising.List some of the restraints imposed upon advertisers and their clients today.

Of the elements of a print advertisement,the ________ matters the most when it comes to the ad's effectiveness.

Merchandise offered at a relatively low cost or free as an incentive to purchase a particular product is known as ________.

Which of the following is NOT a function of the PR department?

Advertising often fails to increase sales for mature brands and categories in decline.The ________ is much lower for these products than for newer ones.

What are the major differences between informative and persuasive advertising?

Advertising's sales effect is generally no more difficult to measure than its communication effect.

Manufacturers face several challenges in managing trade promotions.List some of these challenges.

One of the five specific factors that must be considered when setting an advertising budget is the amount of money available from top management.

A creative brief is an elaboration of the positioning statement and includes such items as ________.

Many experts believe that consumers are much more likely to be influenced by editorial copy than by advertising.

The advertising objective should emerge from a thorough analysis of the current marketing situation.

"Branded entertainment" is where editorial content is produced that reflects favorably on the product or brand.

In designing your sales promotion campaign,your objective is to attract new triers and to reward loyal customers.What type of sales promotion should you use?

In developing an advertising campaign of your new product,you have decided on creating a mobile workshop that would travel around the country showing consumers how to use the product.This mobile "workshop" is an example of ________.

From a brand-building perspective,television advertising has two particularly important strengths.List and briefly explain these strengths.

When retailers buy a greater quantity of product during a deal period than they can sell during the deal period,we call this ________.

The main advantage of nontraditional media is that a very precise and-because of the nature of the setting involved-captive audience often can be reached in a ________ manner.

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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