Question 1

________ is any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor.

Accepted Answer

A)  Advertising 
B)  Prospecting 
C)  Media 
D)  Marketing 
E)  Public Relations 
A)  Advertising 
B)  Prospecting 
C)  Media 
D)  Marketing 
E)  Public Relations

Question 2

Your research has shown that your consumers have a high forgetting rate on your product.In fact,the forgetting rate is as high as 20%.To reverse this trend,you will undertake an advertising campaign designed to get the message back into memory by emphasizing ________.

Accepted Answer

A)  complicity 
B)  impact 
C)  reach 
D)  frequency 
E)  none of the above 
A)  complicity 
B)  impact 
C)  reach 
D)  frequency 
E)  none of the above

Question 3

Studies have shown that sales promotions are not effective when used in conjunction with advertising.

Accepted Answer

A) True 
 B)False

Question 4

A good ad normally focuses on one or two ________.

Accepted Answer

A)  important environmental factors 
B)  subliminal messages 
C)  core selling propositions 
D)  easily identifiable celebrities 
E)  consumer interest items 
A)  important environmental factors 
B)  subliminal messages 
C)  core selling propositions 
D)  easily identifiable celebrities 
E)  consumer interest items

Question 5

Of the elements of a print advertisement,the ________ matters the most when it comes to the ad's effectiveness.

Accepted Answer

A)  headline 
B)  copy 
C)  picture 
D)  font 
E)  color 
A)  headline 
B)  copy 
C)  picture 
D)  font 
E)  color

Question 6

Define the concept of "consumer franchise-building" sales promotions.

Accepted Answer

Consumer franchise-b

Question 7

One of the potential disadvantages of sponsorships is that the success of an event can often ________ and some consumers may still resent the commercialization of events.

Accepted Answer

A)  attract unfavorable media attention 
B)  be cancelled 
C)  be illegal 
D)  be unpredictable 
E)  be unfavorable to the sponsor 
A)  attract unfavorable media attention 
B)  be cancelled 
C)  be illegal 
D)  be unpredictable 
E)  be unfavorable to the sponsor

Question 8

Why are more and more companies investing funds into creating "experiences" for their consumers

Accepted Answer

By becoming part of a personal

Question 9

Explain the concept of "impact."

Accepted Answer

Impact is the qualit

Question 10

Radio's main advantage lies in its ________.

Accepted Answer

A)  disk jockeys 
B)  flexibility 
C)  format 
D)  age of audience 
E)  none of the above 
A)  disk jockeys 
B)  flexibility 
C)  format 
D)  age of audience 
E)  none of the above

Question 11

In launching your company's new product,you are faced with a decision of what type of timing pattern will effectively match the communications objectives in relation to the nature of the product.List the four choices available to you.

Accepted Answer

The four choices are

Question 12

The company's marketing mix includes such tools as coupons,cash refund offers,and premiums.These are examples of ________.

Accepted Answer

A)  salesman's tools 
B)  marketing mix 
C)  consumer promotions 
D)  trade promotions 
E)  none of the above 
A)  salesman's tools 
B)  marketing mix 
C)  consumer promotions 
D)  trade promotions 
E)  none of the above

Question 13

Marketing public relations plays an important role in specific tasks.List these six tasks.

Accepted Answer

The tasks are: (1)launching of new produ

Question 14

When Pringles is featured on the television show Survivor,this is an example of________.

Accepted Answer

A)  product placement 
B)  advertorials 
C)  branded entertainment 
D)  product advertising 
E)  creative advertising 
A)  product placement 
B)  advertorials 
C)  branded entertainment 
D)  product advertising 
E)  creative advertising

Question 15

________ involve(s)a variety of programs designed to promote or protect a company's image or its individual products.

Accepted Answer

A)  Corporate communications 
B)  Press releases 
C)  Press relations 
D)  Publicity 
E)  Public relations 
A)  Corporate communications 
B)  Press releases 
C)  Press relations 
D)  Publicity 
E)  Public relations

Question 16

One of the advantages of television is that it combines sight,sound,and motion,appealing to the senses,high attention,and high reach.One of the disadvantages of television is its ________.

Accepted Answer

A)  use of the "remote control" to zap through commercials 
B)  high clutter 
C)  cable channels 
D)  fragmented markets 
E)  censorship possibilities 
A)  use of the "remote control" to zap through commercials 
B)  high clutter 
C)  cable channels 
D)  fragmented markets 
E)  censorship possibilities

Question 17

The way the promotional material gets to the consumer is known as the ________.For example,a 15-cents-off coupon can be sent by mail,offered in stores,or attached to the product packaging.

Accepted Answer

A)  condition 
B)  distribution vehicle 
C)  duration 
D)  supply side 
E)  implementation 
A)  condition 
B)  distribution vehicle 
C)  duration 
D)  supply side 
E)  implementation

Question 18

One of the advantages of television is that the large number of ads and nonprogramming material on television creates clutter that makes it easy for consumers to ignore or forget the ad.

Accepted Answer

A) True 
 B)False

Question 19

Your product competes in a mature market and your company is the market leader in the category.The advertising objective for your product should be ________.

Accepted Answer

A)  to stimulate and persuade consumers to use your product 
B)  to stimulate and demonstrate the product's superiority 
C)  to stimulate more usage 
D)  to stimulate brand recognition 
E)  none of the above 
A)  to stimulate and persuade consumers to use your product 
B)  to stimulate and demonstrate the product's superiority 
C)  to stimulate more usage 
D)  to stimulate brand recognition 
E)  none of the above

Question 20

Sales promotions used in markets of high brand similarity can produce a high sales response in the short run but little ________ gain in brand preference.

Accepted Answer

A)  significant 
B)  real 
C)  short-term 
D)  incremental 
E)  permanent 
A)  significant 
B)  real 
C)  short-term 
D)  incremental 
E)  permanent

Exam 18: Managing Mass Communications:

________ is any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor.

Your research has shown that your consumers have a high forgetting rate on your product.In fact,the forgetting rate is as high as 20%.To reverse this trend,you will undertake an advertising campaign designed to get the message back into memory by emphasizing ________.

Studies have shown that sales promotions are not effective when used in conjunction with advertising.

A good ad normally focuses on one or two ________.

Of the elements of a print advertisement,the ________ matters the most when it comes to the ad's effectiveness.

Define the concept of "consumer franchise-building" sales promotions.

One of the potential disadvantages of sponsorships is that the success of an event can often ________ and some consumers may still resent the commercialization of events.

Why are more and more companies investing funds into creating "experiences" for their consumers

Explain the concept of "impact."

Radio's main advantage lies in its ________.

In launching your company's new product,you are faced with a decision of what type of timing pattern will effectively match the communications objectives in relation to the nature of the product.List the four choices available to you.

The company's marketing mix includes such tools as coupons,cash refund offers,and premiums.These are examples of ________.

Marketing public relations plays an important role in specific tasks.List these six tasks.

When Pringles is featured on the television show Survivor,this is an example of________.

________ involve(s)a variety of programs designed to promote or protect a company's image or its individual products.

One of the advantages of television is that it combines sight,sound,and motion,appealing to the senses,high attention,and high reach.One of the disadvantages of television is its ________.

The way the promotional material gets to the consumer is known as the ________.For example,a 15-cents-off coupon can be sent by mail,offered in stores,or attached to the product packaging.

One of the advantages of television is that the large number of ads and nonprogramming material on television creates clutter that makes it easy for consumers to ignore or forget the ad.

Your product competes in a mature market and your company is the market leader in the category.The advertising objective for your product should be ________.

Sales promotions used in markets of high brand similarity can produce a high sales response in the short run but little ________ gain in brand preference.

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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