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

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships,by virtue of its sponsorships of the marquee events.What is the most likely objective for Rolex's sponsorship deal with these events?

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

Describe the methods used to measure sponsorship activities.

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

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

Which of the following types of advertising timing patterns calls for spending all the advertising dollars in a single period?

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

Examples of manufacturer promotions include price cuts and feature advertising.

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

MPR can build credibility by placing stories in the media to bring attention to a product,service,person,organization,or idea.

________ 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.

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

________ are certificates that entitle the bearer to a stated saving on the purchase of a specific product.

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

The supply-side measurement method focuses on potential exposure to the brand by assessing the extent of media coverage,and the demand-side method focuses on exposure reported by consumers.

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

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

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

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

Write a brief note on the role of television as an advertising medium.