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

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

Place advertising, also called out-of-home advertising is a broadly defined category that captures many different alternative advertising forms.

You are testing the effectiveness of your upcoming advertising campaign. The results of these tests should measure the communication effects of the campaign on the brand's awareness, consumer knowledge, consumer preferences, and the ad's

You have delineated your product's message generation and evaluation. Now you are ready to proceed to the next step in developing an advertising campaign. What is the next step in this process?

Manufacturers can evaluate a sales promotion program using various methods. Which method allows analysis of the types of people who took advantage of the promotion?

Sellers use incentive-type promotions to attract new triers, to reward loyal customers, and to increase the repurchase rates of occasional users.

The ________ involves scheduling the advertising in relation to seasons and the business cycle.

Researchers try to measure the sales impact through analyzing historical or experimental data.

Media selection is finding the most cost-effective media to deliver the desired number and types of exposures to the target audience.

Advertising to children is subject to a special code in Canada, and Quebec prohibits any advertising to children.

In using sales promotion, a company must establish its objectives, select the tools, develop the program, ________, implement and control it, and evaluate the results.

In designing and evaluating an ad campaign, it is important to distinguish the message strategy or positioning of an ad from it creative strategy. To develop a message strategy, advertisers go through three steps. List and explain these three steps.

You've been hired to work in the public relations department of a large Canadian insurance company. What five functions would you expect this department to perform?

The company has decided to change its advertising message in key markets. Speed and flexibility are the issues here as the company scrambles to make up lost ground. Of all of the advertising media available to you, which one offers your company the most "flexibility"?

The company's marketing mix includes such tools as coupons, cash refund offers, and premiums. These are examples of

Buyers enter your market at a high rate and consumers purchase your product on almost a "daily" basis. With these two known characteristics about your consumers and market, you are better off using a ________ advertising timing pattern.

Sales promotion consists of a collection of incentive tools, mostly short term, designed to ________ quicker or greater purchase of particular products or services by consumers or the trade.

A good ad normally focuses on one or two ________ selling propositions.

In designing and evaluating an ad campaign, it is important to develop what two strategies? Describe both strategies as they apply to your favourite television commercial.

Radio's main advantage lies in its