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

________ is the time necessary to prepare a promotional program prior to launching it.

Researchers studying print advertisements report that the picture, headline, and copy matter in that order.

Media coverage and telecasts only expose the brand and don't necessarily embellish its meaning in any direct way.

________ represents the proportion of company advertising of a product to all advertising of that product.

Incessant price reductions, coupons, deals, and premiums can devalue a product in buyers' minds.

Which of the following organizations uses top-notch industry talent to produce and distribute public service announcements for nonprofits and government agencies?

The historical approach correlates past sales to past advertising expenditures using advanced statistical techniques.

Brands in highly-differentiated product classes require heavy advertising to establish a unique image.

Compare and contrast advertising and sales promotion as marketing communication tools.

Pepe Homes manufactures a range of bathroom accessories and fittings that include bath-tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer the marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?

If the product class is mature, then the advertising objective is to convince the market of the brand's superiority.

Examples of manufacturer promotions include price cuts and feature advertising.

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

Reinforcement advertising aims to stimulate repeat purchase of products and services.

The "Got Milk" campaign was intended to boost the sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign an example of ________.

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in nondeal regions?

What are the legal and social issues associated with advertising?

An ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Although newspapers are timely and pervasive, magazines are typically more effective at building user and usage imagery.

An advertiser makes "local buys" when it buys TV time in just a few markets or in regional editions of magazines.