Question 1

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships,by virtue of its sponsorships of the marquee events.What is the most likely objective for Rolex's sponsorship deal with these events?

Accepted Answer

A)  to permit merchandising or promotional opportunities 
B)  to express commitment to the community or on social issues 
C)  to create experiences and evoke feelings 
D)  to identify with a particular target market or lifestyle 
E)  to increase salience of company or product name

Question 2

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 3

Describe the methods used to measure sponsorship activities.

Accepted Answer

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

Question 4

________ 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 5

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

Accepted Answer

A) True 
 B)False

Question 6

Which of the following types of advertising timing patterns calls for spending all the advertising dollars in a single period?

Accepted Answer

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

Question 7

Puffery refers to simple exaggerations in advertisements that are not meant to be believed and are considered illegal.

Accepted Answer

A) True 
 B)False

Question 8

Examples of manufacturer promotions include price cuts and feature advertising.

Accepted Answer

A) True 
 B)False

Question 9

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 10

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 11

________ refers to the task of securing editorial space-as opposed to paid space-in print and broadcast media to promote or "hype" a product,service,idea,place,person,or organization.

Accepted Answer

A)  Advertising 
B)  Media planning 
C)  Communication design 
D)  Publicity 
E)  Copy testing

Question 12

________ represents the proportion of company advertising of a product to all advertising of that product.

Accepted Answer

A)  Share of wallet 
B)  Share of mind 
C)  Share of voice 
D)  Share of market 
E)  Share of cost

Question 13

________ 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 14

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

Accepted Answer

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

Question 15

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 16

In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

Accepted Answer

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

Question 17

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

Accepted Answer

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

Question 18

Under which of the following conditions is the reach of media the most important factor in media selection?

Accepted Answer

A)  when introducing frequently purchased brands 
B)  when going into a defined target market 
C)  when launching extensions of well-known brands 
D)  when there are strong competitors to a brand 
E)  when there is high consumer resistance to the product

Question 19

________ 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 20

Write a brief note on the role of television as an advertising medium.

Accepted Answer

The answer of Write a brief note on the role...

Exam 16: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships,by virtue of its sponsorships of the marquee events.What is the most likely objective for Rolex's sponsorship deal with these events?

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

Describe the methods used to measure sponsorship activities.

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

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

Which of the following types of advertising timing patterns calls for spending all the advertising dollars in a single period?

Puffery refers to simple exaggerations in advertisements that are not meant to be believed and are considered illegal.

Examples of manufacturer promotions include price cuts and feature advertising.

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.

________ refers to the task of securing editorial space-as opposed to paid space-in print and broadcast media to promote or "hype" a product,service,idea,place,person,or organization.

________ represents the proportion of company advertising of a product to all advertising of that product.

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

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

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.

In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

Under which of the following conditions is the reach of media the most important factor in media selection?

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

Write a brief note on the role of television as an advertising medium.