Question 1

One of the disadvantages of television as an advertising medium is

Accepted Answer

A)  its relatively low cost per exposure. 
B)  its ability to demonstrate product attributes. 
C)  wide reach to a broad spectrum of consumers. 
D)  its means to dramatically portray usage imagery. 
E)  the high volume of non-programming material that create clutter.

Question 2

A better measure to evaluate the effectiveness of MPR is to measure the ________ in product awareness, comprehension, or attitude resulting from the MPR campaign.

Accepted Answer

A)  exposure 
B)  increase 
C)  decrease 
D)  change 
E)  opinions

Question 3

In choosing media, the advertiser faces both a macroscheduling and a microscheduling decision.

Accepted Answer

A) True 
 B)False

Question 4

There are two basic approaches to measuring the effects of sponsorship activities. The supply-side method focuses on potential exposure by assessing the extent of media coverage. The demand-side method focuses on reported ________ from consumers.

Accepted Answer

A)  seen 
B)  donations 
C)  compensated 
D)  exposure 
E)  heard

Question 5

The weighted number of exposures to an advertising campaign is reach times average frequency times average impact or WE = R × F × I.

Accepted Answer

A) True 
 B)False

Question 6

From a brand building perspective, television advertising has two particularly important strengths. Name three product categories that would benefit from these strengths, supporting your choices.

Accepted Answer

The answer of From a brand building perspective, television advertising...

Question 7

One of the ways you can attempt to measure whether or not your company is overspending on advertising is to try to connect share of expenditures to share of market. The first step in this process is to translate a company's share of expenditures into its

Accepted Answer

A)  market share. 
B)  share of advertising expenditures. 
C)  share of voice. 
D)  share of market. 
E)  share of consumer's minds.

Question 8

Frequency is most important where there are weak competitors, a complex story to tell, low consumer resistance or an in-frequent purchase cycle.

Accepted Answer

A) True 
 B)False

Question 9

You've been asked to develop a successful sponsorship strategy for a national airline. What are the three decisions that have to be made to utilize your sponsorship effectively?

Accepted Answer

The answer of You've been asked to develop a successful...

Question 10

One of the advantages of radio advertising is its flexibility.

Accepted Answer

A) True 
 B)False

Question 11

Print media can provide ________ product information and can also effectively communicate user and usage imagery.

Accepted Answer

A)  historical 
B)  informational 
C)  specific 
D)  detailed 
E)  usage

Question 12

One of the limitations of newspapers is their relatively high cost and short life span.

Accepted Answer

A) True 
 B)False

Question 13

The growing power of larger retailers has increased the retailer's ability to demand trade promotion at the expense of consumer promotion and advertising.

Accepted Answer

A) True 
 B)False

Question 14

In designing and evaluating an ad campaign, marketers employ both art and science to develop the message strategy or positioning of an ad and its

Accepted Answer

A)  brand strategy. 
B)  corporate strategy. 
C)  medium strategy. 
D)  creative strategy. 
E)  test strategy.

Question 15

The Canadian Code of Advertising Standards dictates that advertisers must not

Accepted Answer

A)  copy other's ads. 
B)  advertiser to children. 
C)  advertise after 3 a.m. 
D)  omit relevant information. 
E)  demonstrate a product.

Question 16

The mission of the ________ is to find a balance between public-and private-sector interests.

Accepted Answer

A)  Canadian Radio-television and Telecommunications Commission (CRT
C)  
B)  Broadcast Code for Advertising 
C)  Canadian Code of Advertising Standards 
D)  Media Awareness Network 
E)  Advertising Standards Canada (AS
C)

Question 17

In-store advertising including ads on shopping carts, in aisles, on shelves, ads on the floor, and "talking" shelves are all examples of ________ advertising.

Accepted Answer

A)  product placement 
B)  branding 
C)  point-of-decision 
D)  advertising 
E)  point-of-purchase

Question 18

Marketing public relations serves a special constituency, the marketing department.

Accepted Answer

A) True 
 B)False

Question 19

The existence of Everything Coca-Cola in Las Vegas, M&M World in Times Square, and General Mills Cereal Adventure in Mall of America are examples of "experiences." Why are more and more companies investing funds into creating "experiences" for their consumers?

Accepted Answer

The answer of The existence of Everything Coca-Cola in Las...

Question 20

MPR can affect public ________ at a fraction of the cost of advertising.

Accepted Answer

A)  customers 
B)  beliefs 
C)  awareness 
D)  image 
E)  credibility

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

One of the disadvantages of television as an advertising medium is

A better measure to evaluate the effectiveness of MPR is to measure the ________ in product awareness, comprehension, or attitude resulting from the MPR campaign.

In choosing media, the advertiser faces both a macroscheduling and a microscheduling decision.

There are two basic approaches to measuring the effects of sponsorship activities. The supply-side method focuses on potential exposure by assessing the extent of media coverage. The demand-side method focuses on reported ________ from consumers.

The weighted number of exposures to an advertising campaign is reach times average frequency times average impact or WE = R × F × I.

From a brand building perspective, television advertising has two particularly important strengths. Name three product categories that would benefit from these strengths, supporting your choices.

One of the ways you can attempt to measure whether or not your company is overspending on advertising is to try to connect share of expenditures to share of market. The first step in this process is to translate a company's share of expenditures into its

Frequency is most important where there are weak competitors, a complex story to tell, low consumer resistance or an in-frequent purchase cycle.

You've been asked to develop a successful sponsorship strategy for a national airline. What are the three decisions that have to be made to utilize your sponsorship effectively?

One of the advantages of radio advertising is its flexibility.

Print media can provide ________ product information and can also effectively communicate user and usage imagery.

One of the limitations of newspapers is their relatively high cost and short life span.

The growing power of larger retailers has increased the retailer's ability to demand trade promotion at the expense of consumer promotion and advertising.

In designing and evaluating an ad campaign, marketers employ both art and science to develop the message strategy or positioning of an ad and its

The Canadian Code of Advertising Standards dictates that advertisers must not

The mission of the ________ is to find a balance between public-and private-sector interests.

In-store advertising including ads on shopping carts, in aisles, on shelves, ads on the floor, and "talking" shelves are all examples of ________ advertising.

Marketing public relations serves a special constituency, the marketing department.

The existence of Everything Coca-Cola in Las Vegas, M&M World in Times Square, and General Mills Cereal Adventure in Mall of America are examples of "experiences." Why are more and more companies investing funds into creating "experiences" for their consumers?

MPR can affect public ________ at a fraction of the cost of advertising.