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

________ are consumer promotion offers to consumers of savings off the regular price of a product,flagged on the label or package.

Under which of the following conditions is the frequency the most important factor in media selection?

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

________ aims to create liking,preference,conviction,and purchase of a product or service.

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

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

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

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

An ideal event is also unique but not encumbered with many sponsors,lends itself to ancillary marketing activities,and reflects or enhances the sponsor's brand or corporate image.

A(n)________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

MPR's contribution to a company's bottom line is the easiest to measure among all the available promotion tools.

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

Sales promotion consists of a collection of incentive tools designed to mainly stimulate long-term brand associations of products or services with consumers or the trade.

Sales promotion expenditures increased as a percentage of budget expenditure for a number of years,although its growth has recently slowed.Which of the following is a factor that has contributed to the growth of sales promotion expenditures?

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

Comparative advertising works best when ________.

Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

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?

Which of the following is an example of a trade promotion?

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