Question 1

The higher the forgetting rate associated with a brand, product category, or message, the lower the warranted level of repetition.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is a sales promotion tool that typically does not build brand image?

Accepted Answer

A)  consumer refund offers 
B)  free samples 
C)  premiums related to the product 
D)  frequency awards 
E)  coupons that include a selling message

Question 3

The weighted number of exposures (WE)of an advertising message over a given medium is given by ________.

Accepted Answer

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

Question 4

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

Accepted Answer

A)  high absolute cost 
B)  low audience attention 
C)  lack of reach among audience 
D)  high audience selectivity 
E)  absence of clutter

Question 5

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

Question 6

Advertisements for which of the following product categories would be most effective when used with a flighting pattern?

Accepted Answer

A)  breakfast cereal 
B)  detergents 
C)  beer 
D)  electric bulbs 
E)  refrigerator

Question 7

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 8

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 9

Describe the methods used to measure sponsorship activities.

Accepted Answer

The answer of Describe the methods used to measure sponsorship...

Question 10

List the major objectives of events and experiences as promotion tools.

Accepted Answer

The answer of List the major objectives of events and...

Question 11

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

Question 12

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 13

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 14

Moonburst is a newly-launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to promote Moonburst better, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade-off audience selectivity and creative possibilities, if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?

Accepted Answer

A)  outdoor media 
B)  radio 
C)  magazines 
D)  television 
E)  Yellow Pages

Question 15

The supply-side method identifies the effect sponsorship has on consumers' brand knowledge.

Accepted Answer

A) True 
 B)False

Question 16

Describe the adjustments that a advertiser of high-end laptops has to make to the cost-per-thousand measure.

Accepted Answer

The answer of Describe the adjustments that a advertiser of...

Question 17

When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.

Accepted Answer

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

Question 18

The forgetting rate is the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the advertising should be.

Accepted Answer

A) True 
 B)False

Question 19

What challenges do marketers face in managing trade promotions?

Accepted Answer

The answer of What challenges do marketers face in managing...

Question 20

Which of the following media timing factors expresses the rate at which new customers enter the market?

Accepted Answer

A)  buyer turnover 
B)  purchase frequency 
C)  media reach 
D)  weighted number of exposures 
E)  advertising impressions

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

The higher the forgetting rate associated with a brand, product category, or message, the lower the warranted level of repetition.

Which of the following is a sales promotion tool that typically does not build brand image?

The weighted number of exposures (WE) of an advertising message over a given medium is given by ________.

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

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

Advertisements for which of the following product categories would be most effective when used with a flighting pattern?

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

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.

Describe the methods used to measure sponsorship activities.

List the major objectives of events and experiences as promotion tools.

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

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

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 supply-side method identifies the effect sponsorship has on consumers' brand knowledge.

Describe the adjustments that a advertiser of high-end laptops has to make to the cost-per-thousand measure.

When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.

The forgetting rate is the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the advertising should be.

What challenges do marketers face in managing trade promotions?

Which of the following media timing factors expresses the rate at which new customers enter the market?