Exam 18: Managing Mass Communications:

The ________ involves correlating past sales to past advertising expenditures using advanced statistical techniques in an effort to measure the sales impact of a given promotional campaign.

MPR (marketing public relations)plays an important role in what tasks

________ is finding the most cost-effective media to deliver the desired number and types of exposures to the target audience.

For consumers,ideally,sales promotions would have short-run sales impact as well as long-run brand equity effects.

Although outdoor advertising has limited audience selectivity,it ________.

Sellers in the United States are legally obligated to avoid bait-and-switch advertising that attracts buyers under false pretenses.

A(n)________ is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.

One of the reasons marketers sponsor events is to ________ a particular target market or lifestyle.

MPR serves a special constituency,________.

In developing an advertising program,marketing managers can make the five major decisions know as the five Ms.List and explain each of these Ms.

________ seeks to determine whether an ad is communicating effectively.

One of the appeals of point-of-purchase advertisements,as one study suggested,is that the bulk of all buying decisions are made in the store.

Media selection is finding the most cost-effective media to deliver the desired number and types of exposures to the target audience.

Sales promotion,with its incessant prices off,coupons,deals,and premiums,may ________ the product offering in the buyers' mind.

The total number of exposures in a marketing advertising campaign can be expressed in the formula: E = R x F.

When setting the advertising budget,marketers must consider the________.

The ad agency you are working with cites studies that show that consumers wait until the last minute to make buying decisions and in fact,one study suggested that over 74% of all buying decisions are made in the store.The ad agency is urging you to approve the creation of ________ to capitalize on these spontaneous buying decisions.

In designing and evaluating an ad campaign,it is important to distinguish between what two strategies

Puffery is defined as ________.

In developing an advertising campaign of your new product,you have decided on creating a mobile workshop that would travel around the country showing consumers how to use the product.This mobile "workshop" is an example of ________.