Question 1

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

Accepted Answer

A) lobbying 
B) corporate communications 
C) press relations 
D) product publicity 
E) counseling

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Premiums,as a consumer promotion tool,are defined as ________.

Accepted Answer

A) offers to consumers of savings off the regular price of a product,flagged on the label or package 
B) certificates entitling the bearer to a stated saving on the purchase of a specific product 
C) programs providing rewards related to the consumer's frequency and intensity in purchasing the company's products or services 
D) merchandise offered at a relatively low cost or free as an incentive to purchase a particular product 
E) values in cash or in other forms that are proportional to patronage of a certain vendor or group of vendors

Question 4

_________ can be a cost-effective way to disseminate messages,whether to build a brand preference or to educate people.

Accepted Answer

A) Informative advertising 
B) Advertising 
C) Reinforcement advertising 
D) Persuasive advertising 
E) Reminder advertising

Question 5

Sales promotions often attract brand switchers,who are primarily looking for low price,good value,or premiums.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?

Accepted Answer

A) diverting 
B) panic buying 
C) hoarding 
D) stockpiling 
E) forward buying

Question 7

Which of the following terms describes the practice of retailers purchasing a greater quantity during a sales promotion period than they can immediately sell?

Accepted Answer

A) diverting 
B) panic buying 
C) straight rebuy 
D) buyout 
E) forward buying

Question 8

The historical approach correlates past sales to past advertising expenditures using advanced statistical techniques.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following equations accurately describes the total number of exposures (E)of an advertising message through a given medium?

Accepted Answer

A) E = reach * frequency 
B) E = (reach * frequency)/ impact 
C) E = reach * frequency * impact 
D) E = (reach + frequency)/ impact 
E) E = frequency / reach

Question 10

Marketers often cut the cost of advertising dramatically by using consumers as their creative team.This strategy is known as ________.

Accepted Answer

A) disintermediation 
B) public relations 
C) vertical integration 
D) reintermediation 
E) crowdsourcing

Question 11

Established brands are usually supported with lower advertising budgets,measured as a ratio to sales.

Accepted Answer

A) True 
 B)False

Question 12

Sales promotions in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in brand preference over the longer term.

Accepted Answer

A) True 
 B)False

Question 13

Sales promotion tools that typically are not brand building include price-off packs,contests and sweepstakes,consumer refund offers,and trade allowances.

Accepted Answer

A) True 
 B)False

Question 14

What are the legal and social issues associated with advertising?

Accepted Answer

The answer of What are the legal and social issues...

Question 15

Incessant price reductions,coupons,deals,and premiums can devalue a product in buyers' minds.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

The answer of In developing an advertising program,marketing managers can...

Question 17

Transformers 3 featured Lenovo laptops,TCL electronics,and Yili's Shuhua milk.Mission Impossible: Ghost Protocol featured heavy use of Apple products.Which of the following advertising practices is apparent in these examples?

Accepted Answer

A) ambush advertising 
B) product placement 
C) angel dusting 
D) co-branding 
E) subliminal advertising

Question 18

Which of the following is an example of a business and sales force promotion?

Accepted Answer

A) advertising allowance 
B) free samples 
C) contests for sales reps 
D) display allowance 
E) discount coupons

Question 19

MPR can hold down promotion cost because it costs less than direct-mail and media advertising.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) high competition 
B) poor local market coverage 
C) low believability 
D) lack of adequate reach 
E) high total costs

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

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

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

Premiums,as a consumer promotion tool,are defined as ________.

_________ can be a cost-effective way to disseminate messages,whether to build a brand preference or to educate people.

Sales promotions often attract brand switchers,who are primarily looking for low price,good value,or premiums.

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?

Which of the following terms describes the practice of retailers purchasing a greater quantity during a sales promotion period than they can immediately sell?

The historical approach correlates past sales to past advertising expenditures using advanced statistical techniques.

Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

Marketers often cut the cost of advertising dramatically by using consumers as their creative team.This strategy is known as ________.

Established brands are usually supported with lower advertising budgets,measured as a ratio to sales.

Sales promotions in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in brand preference over the longer term.

Sales promotion tools that typically are not brand building include price-off packs,contests and sweepstakes,consumer refund offers,and trade allowances.

What are the legal and social issues associated with advertising?

Incessant price reductions,coupons,deals,and premiums can devalue a product in buyers' minds.

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

Transformers 3 featured Lenovo laptops,TCL electronics,and Yili's Shuhua milk.Mission Impossible: Ghost Protocol featured heavy use of Apple products.Which of the following advertising practices is apparent in these examples?

Which of the following is an example of a business and sales force promotion?

MPR can hold down promotion cost because it costs less than direct-mail and media advertising.

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