Exam 18: Managing Mass Communications:

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When consumers respond to such questions as "What is the main message you get from this ad" or "How does this ad make you feel" you are using what communication-effect research method

(Multiple Choice)

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Question 61

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

(Multiple Choice)

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Question 62

What is the appeal of point-of-purchase advertising

(Essay)

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Question 63

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

(True/False)

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Question 64

Explain the concept of "reach."

(Essay)

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Question 65

Explain the formula for measuring sales impact of advertising.

(Essay)

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Question 66

In designing and evaluating an ad campaign,it is important to distinguish the message strategy from the "messenger."

(True/False)

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Question 67

The ________ is the rate at which the buyer forgets the brand.

(Multiple Choice)

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Question 68

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

(True/False)

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Question 69

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

(Multiple Choice)

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Question 70

In measuring an event,the supply-side method attempts to approximate the amount of time or space devoted to media coverage of an event.

(True/False)

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Question 71

Strategically,outdoor advertising is often more effective at enhancing brand awareness or reinforcing brand image than creating new brand associations.

(True/False)

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Question 72

Marketers report a number of reasons why they sponsor events.One of these reasons is that the firm wishes to identify with a particular target market or lifestyle.

(True/False)

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Question 73

The major tools in an MPR department include publications,events,sponsorships,________,speeches,public service activities,and identity media.

(Multiple Choice)

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Question 74

"Branded entertainment" is where editorial content is produced that reflects favorably on the product or brand.

(True/False)

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Question 75

When retailers buy more cases than are needed in a region in which the manufacturer offered a deal and ship the surplus to their stores in nondeal regions,is known as ________.

(Multiple Choice)

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Question 76

Explain how format elements of a print ad can impact the ad's impact.

(Essay)

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Question 77

Sales promotion tools that impart a selling message along with the deal,as in the case of free samples and premiums when they are related to the product,are called ________.

(Multiple Choice)

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Question 78

Developing successful sponsored events involves choosing the appropriate events; designing the optimal sponsorship program for the event; and managing the event dynamics properly.

(True/False)

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Question 79

MPR can build ________ by placing stories in the media to bring attention to a product,service,person,organization,or idea.

(Multiple Choice)

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Question 80

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Exam 18: Managing Mass Communications:

When consumers respond to such questions as "What is the main message you get from this ad" or "How does this ad make you feel" you are using what communication-effect research method

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

What is the appeal of point-of-purchase advertising

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

Explain the concept of "reach."

Explain the formula for measuring sales impact of advertising.

In designing and evaluating an ad campaign,it is important to distinguish the message strategy from the "messenger."

The ________ is the rate at which the buyer forgets the brand.

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

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

In measuring an event,the supply-side method attempts to approximate the amount of time or space devoted to media coverage of an event.

Strategically,outdoor advertising is often more effective at enhancing brand awareness or reinforcing brand image than creating new brand associations.

Marketers report a number of reasons why they sponsor events.One of these reasons is that the firm wishes to identify with a particular target market or lifestyle.

The major tools in an MPR department include publications,events,sponsorships,________,speeches,public service activities,and identity media.

"Branded entertainment" is where editorial content is produced that reflects favorably on the product or brand.

When retailers buy more cases than are needed in a region in which the manufacturer offered a deal and ship the surplus to their stores in nondeal regions,is known as ________.

Explain how format elements of a print ad can impact the ad's impact.

Sales promotion tools that impart a selling message along with the deal,as in the case of free samples and premiums when they are related to the product,are called ________.

Developing successful sponsored events involves choosing the appropriate events; designing the optimal sponsorship program for the event; and managing the event dynamics properly.

MPR can build ________ by placing stories in the media to bring attention to a product,service,person,organization,or idea.

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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