Exam 16: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

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

________ aims to create brand awareness and knowledge of new products or new features of existing products.

The easiest measure of marketing public relations effectiveness is ________.

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

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 factors forms the basis of assessing sponsorship activities through supply-side methods?

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

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

________ seeks to determine whether an ad is communicating effectively.

The macroscheduling decision calls for allocating advertising expenditures within a short period to obtain maximum impact.

Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?

The rationale behind place advertising is that marketers are better off reaching people where they work,play,and shop.

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

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?

________ 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.

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?

Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods?

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

Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door,sent in the mail,picked up in a store,attached to another product,or featured in an advertising offer?

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