Exam 18: Managing Mass Communications:

For a baby lotion ad,a magazine read by one million young mothers has high ________.

One of the advantages of print ads is that they can provide dynamic presentations and demonstrations as well as provide much detailed information.

The ________ method of measuring event effectiveness identifies the effect sponsorship had on consumers' brand knowledge.

You have decided to use print media to advertise your product because the amount of information you wish to communicate is large.In designing a print campaign,you have been advised to write a headline for the ad that is strong.What is it about the headline that is so important in a print ad campaign

In deciding to use a particular incentive,marketers have several factors to consider.One of these factors is ________.

In-store advertising,including ads on shopping carts,in aisles,on shelves,on the floor,and "talking" shelves,are all examples of ________ advertising.

Developing successful sponsored events involves a number of decisions.What are the three decisions that must be made to utilize sponsorships effectively

Advertising's sales effect is generally no more difficult to measure than its communication effect.

What are the major differences between informative and persuasive advertising

Many experts believe that consumers are much more likely to be influenced by editorial copy than by advertising.

Place advertising,also called out-of-home advertising,is a broadly defined category that captures many different alternative advertising forms.

Explain the rationale behind using out-of-home advertising to reach consumers.

Examples of retailer promotions include price cuts,feature advertising,retailer coupons,and retailer contests or premiums.

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

Marketers are using creative and unexpected ad placements to grab consumers' attentions in ________ advertising.

Advertising often fails to increase sales for mature brands and categories in decline.The ________ is much lower for these products than for newer ones.

Television audience size has several possible measures.These include circulation,audience,and ________.

Readers of Vogue may pay more attention to ads than do readers of Newsweek.In this example,Vogue has greater ________ than Newsweek.

Merchandise offered at a relatively low cost or free as an incentive to purchase a particular product is known as ________.

Explain the concept of "frequency."