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

Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?

Manufacturers handle forward buying and diverting by producing and delivering less than the full order in an effort to smooth production.

What is the weighted number of exposures of a media schedule that reaches 80 percent of the target audience, with an exposure frequency of 4 and impact value of 2?

In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

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

Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

The qualitative value of an exposure through a given medium is known as ________.

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

________ seeks to determine whether an ad is communicating effectively.

Puffery refers to simple exaggerations in advertisements that are not meant to be believed and are considered illegal.

________ is an advertising timing pattern that calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity.

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

________ refers to the task of securing editorial space-as opposed to paid space-in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.

Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________.

Sales promotion tools that typically are not brand building include price-off packs, contests and sweepstakes, consumer refund offers, and trade allowances.

The main objective of marketing public relations is to secure editorial space in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.

Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?

Comparative advertising works best when ________.

Which of the following statements is true of the factors that affect an advertising budget?

MPR can hold down promotion cost because it costs less than direct-mail and media advertising.