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

Advertisers have the choice of concentrated, continuous, or episodic when deciding on the advertisements timing patterns.

When retailers buy a greater quantity of product during a deal period than they can sell during the deal period we call this

________ involve(s) a variety of programs designed to promote or protect a company's image or its individual products.

________ aims to convince current purchasers that they made the right choice.

IEG Sponsorship Report estimated that $17.1 billion will be spent on sponsorship in North America alone during 2010. List the eight reasons why marketers may want to sponsor an event.

Information Resources, Inc. offers a service called BehaviorScan that provides marketers with data about advertising effectiveness by tracking consumer purchases tied to specific advertising. This is an example of which technique that can be used to measure sales impact?

In attempting to measure the effectiveness of your advertising you undertake to pretest the advertising. What are the three methods of pretesting?

Discuss how the five Ms can be applied to the development of an advertising campaign for Energizer batteries.

The advertising objective should emerge from a thorough analysis of the current marketing situation.

A competitive product is advertised as being able to "keep the floor clean" for six months. Testing by your firms laboratories refute this advertising message. This is an infringement of the Canadian Code of Advertising Standards, because it is

You are considering alternative advertising options to mainstream media. What specific alternative options would be available to you?

Your research has shown that your consumers have a high "forgetting rate" on your product. In fact, the "forgetting rate" is as high as 20 percent. To reverse this trend, you will undertake an advertising campaign designed to get the "message back into memory." Which of the following techniques would be most likely to produce success for your product?

________ aims to stimulate repeat purchase of products and services.

Sales promotions used in markets of high brand similarity can product a high sales response in the short run but little ________ gain in market share.

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

The term "concentration" when used in the context of advertising means that the advertiser will

In designing your sales promotion campaign for an established stain remover brand, your objective is to attract new triers and to reward loyal customers. What type of sales promotion should you use?

Dannon is introducing a new low-carb yogurt. Which form of advertising, informative or persuasive, should they employ and why?

Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or

As media planner, you've been asked to develop a buy for a new type of tinned soup. You'll be expected to know the capacity of the major advertising media types to deliver reach, frequency, and impact. What other variables must you consider?