Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

There are three major methods of pretesting ads.These are consumer feedback,________,and laboratory test.

Accepted Answer

A)  prelaunch testing 
B)  copy testing 
C)  direct testing 
D)  telephone inquiries 
E)  portfolio testing 
A)  prelaunch testing 
B)  copy testing 
C)  direct testing 
D)  telephone inquiries 
E)  portfolio testing

Question 3

Television is the most powerful advertising medium.TV advertising can be a compelling means for dramatically portraying user and usage imagery,brand personality,and other brand ________.

Accepted Answer

A)  sounds 
B)  sights 
C)  intangibles 
D)  tangibles 
E)  components 
A)  sounds 
B)  sights 
C)  intangibles 
D)  tangibles 
E)  components

Question 4

A competitive product is advertised as being able to "keep the floor clean" for six months.Testing by your firms' laboratories refutes this advertising message.Under U.S.law,the competition is practicing ________.

Accepted Answer

A)  deceptive advertising 
B)  puffery 
C)  creative license 
D)  acceptable risks 
E)  none of the above 
A)  deceptive advertising 
B)  puffery 
C)  creative license 
D)  acceptable risks 
E)  none of the above

Question 5

A media vehicle's ________ refers to its prestige and believability.People are more likely to believe a TV or radio ad and to become more positively disposed toward the brand when the ad is placed within a program they like.

Accepted Answer

A)  ad-placement policies 
B)  editorial quality 
C)  audience-attention probability 
D)  audience quality 
E)  lead generation 
A)  ad-placement policies 
B)  editorial quality 
C)  audience-attention probability 
D)  audience quality 
E)  lead generation

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

When calculating the cost per thousand persons reached by a vehicle,marketers need to adjust the measure for audience quality and audience-attention probability.

Accepted Answer

A) True 
 B)False

Question 8

Advertising in the Yellow Pages offers excellent local coverage and wide reach at low cost,but also carries high competition and creative limitations.

Accepted Answer

A) True 
 B)False

Question 9

Manufacturers face several challenges in managing trade promotions.List some of these challenges.

Accepted Answer

First,they often find it diffi

Question 10

As a sponsoring organization of a recent sporting event,your ad agency presents 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 a ________ measurement.

Accepted Answer

A)  supply-side 
B)  demand-side 
C)  market-share 
D)  share-of-market 
E)  share-of-voice 
A)  supply-side 
B)  demand-side 
C)  market-share 
D)  share-of-market 
E)  share-of-voice

Question 11

The weighted number of exposures to an advertising campaign is reach times average frequency times average impact,or WE = R x F x I.

Accepted Answer

A) True 
 B)False

Question 12

As the newest brand manager for your company,you are in the process of developing an advertising campaign for the coming year.When you review your product substitutability and the stage in the product life cycle,which of "the five Ms" are you deciding

Accepted Answer

A)  Message 
B)  Measurement 
C)  Money 
D)  Media 
E)  Mission 
A)  Message 
B)  Measurement 
C)  Money 
D)  Media 
E)  Mission

Question 13

Supply-side measurement of event effectiveness focuses on ________.

Accepted Answer

A)  potential exposure to the brand by assessing the extent of media coverage 
B)  reported exposure from consumers 
C)  incremental sales earned during the event 
D)  incremental sales earned as a result of the event 
E)  reported changes in customer perception of the brand 
A)  potential exposure to the brand by assessing the extent of media coverage 
B)  reported exposure from consumers 
C)  incremental sales earned during the event 
D)  incremental sales earned as a result of the event 
E)  reported changes in customer perception of the brand

Question 14

One of the advantages of direct mail is audience selectivity.One of its limitations is ________.

Accepted Answer

A)  its short life 
B)  poor reproduction quality 
C)  high competition 
D)  long ad purchase lead time 
E)  relatively high cost 
A)  its short life 
B)  poor reproduction quality 
C)  high competition 
D)  long ad purchase lead time 
E)  relatively high cost

Question 15

The media planner needs to know the capacity of the major advertising media types to deliver reach,frequency,and impact.Media planners make their choices by considering what variables

Accepted Answer

The variables are: (1)target a

Question 16

Most advertisers try to measure the communication effect of an ad-that is,its potential effect on awareness,knowledge,preference,and sales.

Accepted Answer

A) True 
 B)False

Question 17

The media planner must 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.

Accepted Answer

These variables are: (1)target audience

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

In launching a new product,the advertiser chooses among continuity,concentration,flighting,and ________ advertising patterns.

Accepted Answer

A)  reflective 
B)  periodic 
C)  continuous 
D)  pulsing 
E)  running 
A)  reflective 
B)  periodic 
C)  continuous 
D)  pulsing 
E)  running

Question 20

In choosing media,the advertiser faces both a macroscheduling and a microscheduling problem.

Accepted Answer

A) True 
 B)False

Exam 18: Managing Mass Communications:

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

There are three major methods of pretesting ads.These are consumer feedback,________,and laboratory test.

Television is the most powerful advertising medium.TV advertising can be a compelling means for dramatically portraying user and usage imagery,brand personality,and other brand ________.

A competitive product is advertised as being able to "keep the floor clean" for six months.Testing by your firms' laboratories refutes this advertising message.Under U.S.law,the competition is practicing ________.

A media vehicle's ________ refers to its prestige and believability.People are more likely to believe a TV or radio ad and to become more positively disposed toward the brand when the ad is placed within a program they like.

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

When calculating the cost per thousand persons reached by a vehicle,marketers need to adjust the measure for audience quality and audience-attention probability.

Advertising in the Yellow Pages offers excellent local coverage and wide reach at low cost,but also carries high competition and creative limitations.

Manufacturers face several challenges in managing trade promotions.List some of these challenges.

The weighted number of exposures to an advertising campaign is reach times average frequency times average impact,or WE = R x F x I.

As the newest brand manager for your company,you are in the process of developing an advertising campaign for the coming year.When you review your product substitutability and the stage in the product life cycle,which of "the five Ms" are you deciding

Supply-side measurement of event effectiveness focuses on ________.

One of the advantages of direct mail is audience selectivity.One of its limitations is ________.

The media planner needs to know the capacity of the major advertising media types to deliver reach,frequency,and impact.Media planners make their choices by considering what variables

Most advertisers try to measure the communication effect of an ad-that is,its potential effect on awareness,knowledge,preference,and sales.

The media planner must 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.

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

In launching a new product,the advertiser chooses among continuity,concentration,flighting,and ________ advertising patterns.

In choosing media,the advertiser faces both a macroscheduling and a microscheduling problem.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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