Exam 18: Managing Mass Communications:

Marketing managers must prepare implementation and control plans that cover the various elements of the sales promotion program.________ is the time necessary to prepare the program prior to launching it.

Which of the following is NOT a function of the PR department

The higher the ________ associated with a brand,product category,or message,the higher the warranted level of repetition.

Advertising typically builds brand loyalty,and sales promotions can weaken brand loyalty.

If a full-page,four-color ad in Newsweek costs $200,000 and Newsweek's estimated readership is 3.1 million people,the cost of exposing the add to 1,000 people is approximately ________.

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from it creative strategy.To develop a message strategy,advertisers go through three steps.List and explain these three steps.

Print media provides much ________ product information and can also effectively communicate user and usage imagery.

One of the limitations of newspapers is their short life span.

One of the criteria for evaluating the effectiveness of your print campaign is the circulation of the physical units carrying the advertising.You have asked for more information from the ad agency.In fact,you have asked for the number of people with your target audience's characteristics who actually saw the ad.This is an example of ________.

The easiest measure of MPR effectiveness is the number of ________ carried by the media.

Buyers enter your market at a high rate and consumers purchase your product on almost a "daily" basis.With these two known characteristics about your consumers and market,you are better off using a(n)________ advertising timing pattern.

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

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

In designing your sales promotion campaign,your objective is to attract new triers and to reward loyal customers.What type of sales promotion should you use

The growing power of larger retailers has increased the retailer's ability to demand trade promotion at the expense of consumer promotion and advertising.

A creative brief is an elaboration of the positioning statement of the brand.

Frequency is most important where there are weak competitors,a complex story to tell,low consumer resistance,or an infrequent purchase cycle.

From a brand-building perspective,television advertising has two particularly important strengths.List and briefly explain these strengths.

In developing an advertising program,marketing managers can make five major decisions known as the five Ms.Which of the following is NOT one of the five Ms

In choosing the proper media to carry the message,advertisers must decide on ________.