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

One of the disadvantages of television as an advertising medium is

A better measure to evaluate the effectiveness of MPR is to measure the ________ in product awareness, comprehension, or attitude resulting from the MPR campaign.

In choosing media, the advertiser faces both a macroscheduling and a microscheduling decision.

There are two basic approaches to measuring the effects of sponsorship activities. The supply-side method focuses on potential exposure by assessing the extent of media coverage. The demand-side method focuses on reported ________ from consumers.

The weighted number of exposures to an advertising campaign is reach times average frequency times average impact or WE = R × F × I.

From a brand building perspective, television advertising has two particularly important strengths. Name three product categories that would benefit from these strengths, supporting your choices.

One of the ways you can attempt to measure whether or not your company is overspending on advertising is to try to connect share of expenditures to share of market. The first step in this process is to translate a company's share of expenditures into its

Frequency is most important where there are weak competitors, a complex story to tell, low consumer resistance or an in-frequent purchase cycle.

You've been asked to develop a successful sponsorship strategy for a national airline. What are the three decisions that have to be made to utilize your sponsorship effectively?

One of the advantages of radio advertising is its flexibility.

Print media can provide ________ product information and can also effectively communicate user and usage imagery.

One of the limitations of newspapers is their relatively high cost and short life span.

The growing power of larger retailers has increased the retailer's ability to demand trade promotion at the expense of consumer promotion and advertising.

In designing and evaluating an ad campaign, marketers employ both art and science to develop the message strategy or positioning of an ad and its

The Canadian Code of Advertising Standards dictates that advertisers must not

The mission of the ________ is to find a balance between public-and private-sector interests.

In-store advertising including ads on shopping carts, in aisles, on shelves, ads on the floor, and "talking" shelves are all examples of ________ advertising.

Marketing public relations serves a special constituency, the marketing department.

The existence of Everything Coca-Cola in Las Vegas, M&M World in Times Square, and General Mills Cereal Adventure in Mall of America are examples of "experiences." Why are more and more companies investing funds into creating "experiences" for their consumers?

MPR can affect public ________ at a fraction of the cost of advertising.