Exam 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

________ is continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity.

Concentrated advertising is well suited for products with one selling season or related holiday.

Which of the following is a sales promotion tool that is consumer franchise building in nature?

MPR is effective in blanketing local communities and reaching specific groups and hence has to be planned separately from the less cost-effective advertising.

What are the major functions performed by marketing public relations? Illustrate with examples.

What is the role of print media in advertising? What are the major advantages and disadvantages associated with print advertising media?

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

Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?

Give a brief description of the various factors that affect advertising budget decisions.

Which of the following consumer promotion tools refers to explicit or implicit promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer's money during a specified period?

What are the four types of advertising timing patterns available to marketers when launching a new product?

________ aims to stimulate repeat purchase of products and services.

Sales promotions often attract brand switchers, who are primarily looking for low price, good value, or premiums.

Which of the following elements of the marketing communications mix 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?

Which of the following is the main advantage of radio as an advertising medium?

Advertisements for which of the following products categories would merit a continuous advertising timing pattern the most?

Which of the following is an advantage of using newspapers as an advertising medium?

Which of the following is a disadvantage of using magazines as an advertising medium?

JBJ Sports is a leading sports goods maker from Atlanta. It has recently initiated a program in association with the Children of God Foundation, which bids to raise funds to promote nutritional awareness and education of young children from Bangladesh. The company plans to donate $1 for every item it sells in the North American market. Also, JBJ has roped in professional sports teams associated with it to wear the Children of God logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program?

Premiums, as a consumer promotion tool, are defined as ________.