Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

________ are certificates that entitle the bearer to a stated saving on the purchase of a specific product.

Accepted Answer

A)  Samples 
B)  Coupons 
C)  Rebates 
D)  Price packs 
E)  Premiums

Question 3

________ 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 4

The supply-side measurement method focuses on potential exposure to the brand by assessing the extent of media coverage, and the demand-side method focuses on exposure reported by consumers.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

Accepted Answer

A)  tie-in promotion 
B)  frequency programs 
C)  specialty advertising 
D)  cross-promotion 
E)  patronage awards

Question 6

Describe how advertising objectives are set to reflect the product class.

Accepted Answer

The answer of Describe how advertising objectives are set to...

Question 7

________ aims to convince current purchasers that they made the right choice.

Accepted Answer

A)  Persuasive advertising 
B)  Informational advertising 
C)  Reinforcement advertising 
D)  Reminder advertising 
E)  Comparative advertising

Question 8

What is the gross rating points (GRP)for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?

Accepted Answer

A)  15 
B)  160 
C)  360 
D)  240 
E)  10

Question 9

Which of the following is a medium of visual identity for a company?

Accepted Answer

A)  annual reports 
B)  dress codes 
C)  press releases 
D)  seminars 
E)  trade shows

Question 10

Ted is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for a departmental store chain's ads that are targeted at the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads?

Accepted Answer

A)  continuity 
B)  flighting 
C)  pulsing 
D)  concentration 
E)  frequency capping

Question 11

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 12

MPR's contribution to a company's bottom line is the easiest to measure among all the available promotion tools.

Accepted Answer

A) True 
 B)False

Question 13

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

Accepted Answer

A)  Puffery 
B)  Boosterism 
C)  Astroturfing 
D)  Doublethink 
E)  Subliminal advertising

Question 14

Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

Accepted Answer

A)  consumers' brand knowledge 
B)  impact on sponsor's bottom line 
C)  extent of media coverage 
D)  brand exposure reported by consumers 
E)  sales pattern of sponsored products

Question 15

Explain the classification of advertising objectives.

Accepted Answer

The answer of Explain the classification of advertising objectives....

Question 16

________ is the number of times the average buyer buys a product during the period.

Accepted Answer

A)  Buyer turnover 
B)  Purchase frequency 
C)  Customer retention rate 
D)  Advertising impressions 
E)  Total number of exposures

Question 17

According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

Accepted Answer

A)  increased brand loyalty 
B)  focus on long-run marketing planning 
C)  improved brand-quality image 
D)  increased price sensitivity 
E)  greater coupon redemption rates

Question 18

Loyal brand buyers tend to change their buying patterns as a result of competitive promotions.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following describes the public relations function of lobbying?

Accepted Answer

A)  sponsoring efforts to publicize specific products 
B)  advising management about public issues, and company positions and image during good times and bad 
C)  presenting news and information about the organization in the most positive light 
D)  dealing with legislators and government officials to promote or defeat legislation and regulation 
E)  promoting understanding of the organization through internal and external communications

Question 20

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

Accepted Answer

A)  high-quality reproduction 
B)  short ad purchase lead time 
C)  high efficiency in circulation 
D)  no ad competition in same medium 
E)  low cost of advertising

Exam 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

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

________ are certificates that entitle the bearer to a stated saving on the purchase of a specific product.

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

The supply-side measurement method focuses on potential exposure to the brand by assessing the extent of media coverage, and the demand-side method focuses on exposure reported by consumers.

Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

Describe how advertising objectives are set to reflect the product class.

________ aims to convince current purchasers that they made the right choice.

What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?

Which of the following is a medium of visual identity for a company?

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

MPR's contribution to a company's bottom line is the easiest to measure among all the available promotion tools.

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

Explain the classification of advertising objectives.

________ is the number of times the average buyer buys a product during the period.

According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

Loyal brand buyers tend to change their buying patterns as a result of competitive promotions.

Which of the following describes the public relations function of lobbying?

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