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

According to researchers, which of the following is the correct order in which content of print advertisements matter?

Advertising's sales effect is generally no more difficult to measure than its communication effect.

One of the reasons marketers sponsor events is to ________ with a particular target market or life cycle.

TV advertising is considered to be particularly advantageous because ________.

In developing an advertising program, marketing managers can make five major decisions known as "the five Ms." Which of the following considers how the results should be evaluated?

In launching your company's new product, you are faced with a decision of what type of timing pattern will effectively match the communications objectives in relation to the nature of the product. Explain what the four choices are available to you.

When two or more brands or companies team up on coupons, refunds, and contests to increase pulling power, it is called a

Advertising typically builds brand loyalty and sales promotions weaken brand loyalty.

A creative brief is an elaboration of the positioning statement of the brand.

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

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

A company's "share of advertising" expenditures should produce an ultimate

A food ad in Canadian Living would have a higher impact than in Canadian Business. Explain the concept of "impact."

As the newest brand manager for your company, you are in the process of developing an advertising campaign for the coming year. When you review your product and analysis what stage in its product life cycle are you in, and which of "the five Ms" of your decision process?

In measuring an event, the supply-side method attempts to approximate the amount of time or space devoted to media coverage of an event.

One of the appeals of point-of-purchase advertisements as one study suggested is that 74 percent of all buying decisions are made in the store.

________ is most important when launching new products, flanker brands, or extensions of well-known brands.

In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. Then they can make the five major decisions know as "the five Ms." List and explain each of these "Ms."

Sales promotion tools that impart a selling message along with the deal, as in the case of free samples and premiums, when they are related to the product are called ________.

In deciding on an ad budget, marketers must also recognize that consumer response can be ________-shaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected, but sales increases eventually flatten out.