Question 1

Manufacturers face several challenges in managing trade promotions. List some of these challenges and explain.

Accepted Answer

First,they often find it difficult to police retailers to make sure they are doing what they agreed to do.Manufacturers are increasingly insisting on proof of performance before paying any allowances.Second,more retailers are doing forward buying,which is buying during the deal period a greater quantity than they can use during the deal period.The manufacturer then has to schedule more production than planned and bear the costs of extra work shifts and overtime.Third,retailers are doing more diverting.They will buy more cases than needed in a region in which the manufacturer offered a deal and shipping the surplus to their stores in nondeal regions.

Question 2

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Accepted Answer

A)   Public Relations
B)   Prospecting
C)   Advertising
D)   Marketing
E)   Media C

Question 3

________ aims to create liking, preference, conviction, and purchase of a product or service.

Accepted Answer

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

Question 4

Several factors have contributed to the increase in sales promotion as a marketing tool. One of these factors is that

Accepted Answer

A)   consumers buy products only when they go on sale.
B)   top management has increased the budgets for sales promotions.
C)   the cost of credit is low so more money can be spent on promotions than in the past.
D)   sales promotions is a money making undertaking.
E)   top management accept it as an effective sales tool.

Question 5

The ________ is the rate at which the buyer forgets the brand.

Accepted Answer

A)   designated rate
B)   purchase frequency
C)   turnover rate
D)   forgetting rate
E)   purge rate

Question 6

________ aims to create brand awareness and knowledge of new products or new features of existing products.

Accepted Answer

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

Question 7

Pantene's sales promotion program included free samples and coupons with a selling message. What distinguishes this tactic from those that are not brand-building?

Accepted Answer

The answer of Pantene's sales promotion program included free samples...

Question 8

Most advertisers try to measure the communication effect of an ad that is, its potential effect on awareness, knowledge, preference, and sales effect.

Accepted Answer

A) True 
 B)False

Question 9

The sales impact is easiest to measure in ________ situations.

Accepted Answer

A)   public-relations
B)   image-building advertising
C)   message generation
D)   trade promotions
E)   direct marketing

Question 10

According to the IEG Sponsorship Report, US$17.1 billion will be spent on sponsorships in North America during 2010, with ________ going to sports.

Accepted Answer

A)   60 percent
B)   75 percent
C)   68 percent
D)   30 percent
E)   50 percent

Question 11

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 12

The easiest measure of MPR effectiveness is the number of ________ carried by the media.

Accepted Answer

A)   articles
B)   positive mentions
C)   exposures
D)   customers
E)   stories

Question 13

The major tools in a marketing MPR department include publications, events, sponsorships, ________, speeches, public-service activities, and identity media.

Accepted Answer

A)   news
B)   customers
C)   universities
D)   managers
E)   colleges

Question 14

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Accepted Answer

A) True 
 B)False

Question 15

Marketing public relations plays an important role in specific tasks. List these six tasks.

Accepted Answer

The answer of Marketing public relations plays an important role...

Question 16

Television is the most powerful advertising medium. Television can be an effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits. Second, TV advertising can be a compelling means for dramatically portraying user and usage imagery, brand personality, and other brand

Accepted Answer

A)   sounds.
B)   sights.
C)   tangibles.
D)   intangibles.
E)   components.

Question 17

What does the concept of "social responsibility" mean for advertisers? Name an advertiser who may be guilty of overstepping these bounds and explain why.

Accepted Answer

The answer of What does the concept of "social responsibility"...

Question 18

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)   crowdsourcing
E)   reintermediation

Question 19

Your product competes in a mature market and your company is the market leader in the category. The advertising objective for your product should be

Accepted Answer

A)   to stimulate and demonstrate the product's superiority.
B)   to stimulate brand preference.
C)   to stimulate and persuade consumers to use your product.
D)   to stimulate more usage.
E)   to stimulate brand recognition.

Question 20

In choosing the proper media to carry the message, advertisers must decide on

Accepted Answer

A)   target markets, users, heavy users.
B)   strategy, users, media.
C)   markets, target markets, consumers.
D)   reach, impact, television stations.
E)   reach, frequency, impact.

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

Manufacturers face several challenges in managing trade promotions. List some of these challenges and explain.

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

________ aims to create liking, preference, conviction, and purchase of a product or service.

Several factors have contributed to the increase in sales promotion as a marketing tool. One of these factors is that

The ________ is the rate at which the buyer forgets the brand.

________ aims to create brand awareness and knowledge of new products or new features of existing products.

Pantene's sales promotion program included free samples and coupons with a selling message. What distinguishes this tactic from those that are not brand-building?

Most advertisers try to measure the communication effect of an ad that is, its potential effect on awareness, knowledge, preference, and sales effect.

The sales impact is easiest to measure in ________ situations.

According to the IEG Sponsorship Report, US$17.1 billion will be spent on sponsorships in North America during 2010, with ________ going to sports.

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.

The easiest measure of MPR effectiveness is the number of ________ carried by the media.

The major tools in a marketing MPR department include publications, events, sponsorships, ________, speeches, public-service activities, and identity media.

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Marketing public relations plays an important role in specific tasks. List these six tasks.

What does the concept of "social responsibility" mean for advertisers? Name an advertiser who may be guilty of overstepping these bounds and explain why.

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

Your product competes in a mature market and your company is the market leader in the category. The advertising objective for your product should be

In choosing the proper media to carry the message, advertisers must decide on