Question 1

Dominant brands offer sales promotion deals less frequently,because most deals subsidize only current users.

Accepted Answer

A) True 
 B)False

Question 2

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

Accepted Answer

A) Public relations 
B) Advertising 
C) Sales promotion 
D) Personal selling 
E) Direct marketing

Question 3

Reinforcement advertising _________________________________.

Accepted Answer

A) elicits cognitive and behavioral motivations simultaneously 
B) tries to minimize brand dilution 
C) aims to convince current purchasers that they made the right choice. 
D) elicits affective motivation,followed by cognitive motivation 
E) uses negative fear appeals

Question 4

A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period,with prizes (money,trips,gifts,or points)going to those who succeed.

Accepted Answer

A) trade show 
B) frequency program 
C) sales contest 
D) sweepstake 
E) patronage award

Question 5

The main objective of marketing public relations is to secure editorial space in print and broadcast media to promote or "hype" a product,service,idea,place,person,or organization.

Accepted Answer

A) True 
 B)False

Question 6

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is an advantage of using Yellow Pages as an advertising medium?

Accepted Answer

A) low competition 
B) high believability 
C) short ad purchase lead time 
D) greater scope for creativity 
E) lack of clutter

Question 8

The qualitative value of an exposure through a given medium is known as ________.

Accepted Answer

A) frequency 
B) reach 
C) amplitude 
D) impact 
E) range

Question 9

________ begins with the promotional launch and ends when approximately 95 percent of the deal merchandise is in the hands of consumers.

Accepted Answer

A) Lead time 
B) Hold time 
C) Setup time 
D) Link time 
E) Sell-in time

Question 10

TV advertising is considered to be particularly advantageous because ________.

Accepted Answer

A) the low volume of non-programming material on television makes it difficult for consumers to ignore or forget ads 
B) it provides detailed product information and effectively communicates user and usage imagery 
C) it can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits 
D) TV channels are very targeted,ads are relatively inexpensive to produce and place,and short closings allow for quick response 
E) it lets companies achieve a balance between broad and localized market coverage

Question 11

Which of the following elements of the marketing communications mix consists of a collection of incentive tools,mostly short-term,designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade?

Accepted Answer

A) advertising 
B) public relations 
C) sales promotion 
D) events and experiences 
E) personal selling

Question 12

Although supply-side exposure methods provide quantifiable measures,equating media coverage with advertising exposure ignores the content of the respective communications.

Accepted Answer

A) True 
 B)False

Question 13

Print advertising (newspapers and magazines)is generally acknowledged as the most powerful advertising medium.

Accepted Answer

A) True 
 B)False

Question 14

JBJ Sports is a leading sports goods maker.It has recently initiated a program in association with the Children of God Foundation,which bids to raise funds to promote nutritional awareness and education of young children from Bangladesh.The company plans to donate $1 for every item it sells in the SEA market.Also,JBJ has roped in professional sports teams associated with it to wear the Children of God logo on their team gear.Which of the following best describes the motivation for JBJ's involvement in the program?

Accepted Answer

A) entertaining key clients or rewarding key employees 
B) expressing commitment to the community or on social issues 
C) permitting merchandising or promotional opportunities 
D) stimulating quicker or greater purchase of particular brands 
E) identifying with a particular target market or lifestyle

Question 15

Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

Accepted Answer

A) the advertised product belongs to a nascent product category 
B) the company is not the market leader 
C) the advertised brand is superior to the market leader 
D) the product class is mature 
E) brand usage for the product is very high

Question 16

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

Accepted Answer

A) Media scheduling 
B) Content analysis 
C) Media selection 
D) Communication design 
E) Copy testing

Question 17

________ is the time necessary to prepare a promotional program prior to launching it.

Accepted Answer

A) Sell-in time 
B) Link time 
C) Setup time 
D) Lead time 
E) Hold time

Question 18

The public relations function of lobbying involves advising management about public issues,and company positions and image during good times and bad.

Accepted Answer

A) True 
 B)False

Question 19

Some marketers use _______________ advertising to attract buyers under false pretenses.

Accepted Answer

A) puffery 
B) boosterism 
C) bait-and-switch 
D) doublethink 
E) subliminal

Question 20

Flighting as an advertising timing pattern is most useful when ________.

Accepted Answer

A) purchase cycle is rather frequent 
B) substantial advertising budget is available 
C) items are seasonal 
D) tightly defined buyer categories exist 
E) there are expanding market situations

Exam 18: Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Dominant brands offer sales promotion deals less frequently,because most deals subsidize only current users.

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

Reinforcement advertising _________________________________.

A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period,with prizes (money,trips,gifts,or points) going to those who succeed.

The main objective of marketing public relations is to secure editorial space in print and broadcast media to promote or "hype" a product,service,idea,place,person,or organization.

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Which of the following is an advantage of using Yellow Pages as an advertising medium?

The qualitative value of an exposure through a given medium is known as ________.

________ begins with the promotional launch and ends when approximately 95 percent of the deal merchandise is in the hands of consumers.

TV advertising is considered to be particularly advantageous because ________.

Which of the following elements of the marketing communications mix consists of a collection of incentive tools,mostly short-term,designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade?

Although supply-side exposure methods provide quantifiable measures,equating media coverage with advertising exposure ignores the content of the respective communications.

Print advertising (newspapers and magazines)is generally acknowledged as the most powerful advertising medium.

Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

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

________ is the time necessary to prepare a promotional program prior to launching it.

The public relations function of lobbying involves advising management about public issues,and company positions and image during good times and bad.

Some marketers use _______________ advertising to attract buyers under false pretenses.

Flighting as an advertising timing pattern is most useful when ________.