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

In designing and evaluating an ad campaign, it is important to develop the message strategy and the "messenger."

Information Resources Institute has provided a unique, in-depth examination into how advertising works. One of their findings regarding promotions was that the ________ statistics on promotions are dismal with roughly only 16 percent of trade promotions being profitable.

Sales promotion, with its incessant prices off, coupons, deals, and premiums, may ________ the product offering in the buyers' mind.

Developing successful sponsored events involves choosing the appropriate events; designing the optimal sponsorship program for the event; and managing the event dynamics properly.

One of the advantages of print ads is that they can provide dynamic presentations and demonstrations as well as provide much detailed information.

The main advantage of nontraditional media is that a very precise and captive audience often can be reached in a ________ manner.

Microsoft Corporation could use the activities of MPR (marketing public relations) in a variety of ways. Explain the tasks that MPR could apply to support both corporate and product promotion and image making.

As a sponsoring organization of a recent sporting event, your ad agency presented you with the following information": our brand was visible on national television for a total of 500 second"; this exposure represents $100 000 in advertising based on the national rate." This is an example of what ________ measurement.

Examples of retailer promotions include price cuts, feature advertising, retailer coupons, and retailer contests or premiums.

Sales promotions include tools for ________ promotion, trade promotion, and business, and sales-force promotions.

When setting the advertising budget, marketers must consider five specific factors. Which of the following is one of the "factors" that must be considered?

Today, advertising agencies are redefining themselves as

A company has to decide on how to allocate its advertising budget over space as well as over time. A company makes "spot buys" when it buys TV time in just a few markets or in regional editions of magazines. These markets are called

In launching a new product, the advertiser has to choose among continuity, concentration, flighting, and ________ for media timing.

Marketers report a number of reasons why they sponsor events. One of these reasons is that the firm wishes to identify with a particular target market or life style.

FedEx's presence in the movie Cast Away is an example of

Ideally, consumer sales promotions would have short-run sales impact as well as long-run brand equity effects.

How could a corporation like IBM best measure the effectiveness of their MPR campaign?

The ad agency you are working with cites studies that show that consumers wait until the last minute to make buying decisions and in fact, one study suggested that over 70 percent of all buying decisions are made in the store. The ad agency is urging you to approve the creation of ________ to capitalize on these spontaneous buying decisions.

A decade ago, the advertising-to-sales promotion ratio was about 60:40. Today, in many consumer-packaged-goods companies sales promotion accounts for 75 percent of the combined budget. Several factors contribute to this rapid growth. List and explain these factors.