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

One of the advantages of television is that the large number of ads and non-programming material on television creates clutter that makes it easy for consumers to ignore or forget the ad.

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

Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?

Public relations involves a variety of programs designed to promote or protect a company's image or its individual products.

________ expresses the rate at which new buyers enter the market; the higher this rate, the more continuous the advertising should be.

As a media buyer for a fast food chain, you care about frequency and reach. You are examining a buy that features adequate frequency but you are concerned about the reach. Explain the concept of "reach."

Marketers pay fees so that their products make cameo appearances in movies and on television. This is called

One of the five specific factors that must be considered when setting an advertising budget is the amount of money available from top management.

Your company is very satisfied with its brand's share of mind and heart. Explain the formula for measuring sales impact of advertising. What steps has this brand achieved and what should be its ultimate goal?

One of the potential disadvantages of sponsorships is that the success of an event can often be ________ and some consumers may still resent the commercialization of events.

________ seeks to determine whether an ad is communicating effectively.

Communication-effect research seeks to determine whether an ad is communicating effectively.

You have decided to use print media to advertise your product because the amount of information you wish to communicate is large. In designing a print campaign, you have been advised to write a headline for the ad that is strong. What is it about the headline that is so important in a print ad campaign?

In considering when and how to use MPR, management must establish the marketing objectives, choose the PR messages and vehicles, implement the plan carefully, and evaluate the results. To accomplish this, MPR has a number of "tools" at its disposal. List and define the major "tools" of an effective MPR department.

Strategically, out-of-home advertising is often more effective at enhancing brand awareness or reinforcing brand image than creating new brand associations.

The marketing department of your company is sponsoring an event for the local marathon runners in your community. As a running shoe manufacturer, the rationale for such a sponsorship includes

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

In deciding to use a particular type of consumer promotional incentive, marketers have several factors to consider. List these factors and briefly explain them.

A creative brief is an elaboration of the positioning statement and includes such items as

The media planner has to know the capacity of the major advertising media types to deliver reach, frequency, and impact. Media planners make their choices by considering four variables. List these variables and briefly explain them.