Exam 18: Managing Mass Communications:

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

In deciding on an ad budget,marketers must recognize that consumer response can be ________-shaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected,but sales increases eventually flatten out.

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.

One of the advantages of radio advertising is its flexibility.

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

According to the IEG Sponsorship Report,$14.9 billion was projected to be spent on sponsorships in North America during 2007.List the eight reasons why marketers may want to sponsor an event.

________ is most important when launching new products,flanker brands,or extensions of well-known brands.

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% of the combined budget.Several factors contribute to this rapid growth.List and explain these factors.

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 the major tools of effective MPR.

In product placement advertisements,marketers pay a fee to have their products make cameo appearances in movies,films,and television shows.

A better measure to evaluate the effectiveness of MPR is to measure ________.

When two or more brands or companies team up on coupons,refunds,and contests to increase pulling power,it is called ________.

The company's public relations department performs five functions.List these five functions.

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.

As the national brand manager for a major egg producer,you have directed your MPR manager to help you build consumer interest in cooking eggs for dinner.This would be an example of using MPR to ________.

Because of the fleeting nature of the television ad,and the distracting creative elements often found in it,product-related messages and the brand itself can be overlooked.

The obvious disadvantages of radio include ________.

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 flexibility

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

_______ is a particularly important skill in publicizing fund-raising drives for nonprofit organizations.