Managing Mass Communications questions

56. Information Resources Institute has
provided a unique, in-depth examination into how advertising works. One of their findings regarding promotions was that the ________ statistics on promotions are dismal with roughly only 16 percent of
trade promotions being profitable.
a. normal
b. failure
c. costs
d. payout
e. success
57. In using
sales promotion, a company must establish its objectives, select the
tools, develop the program, ________, implement
and control it, and evaluate the results.
a. review the costs
b. pretest the program
c. target market
d. select the audience
e. select the media for the program
58. Several
factors have contributed to the increase in sales promotion
as a marketing tool. One of these factors is ________.
a. the cost of credit is low so more money
can be spent on promotions than in
the past
b. product managers are under greater pressure
to increase current sales
c. top management has increased the budgets for
sales promotions
d. sales promotions
is a money making undertaking
e. none of the above

59.________
seeks to determine whether an ad is
communicating effectively.
a. Communications-effect
research
b. Marketing
research
c. Buyer
research
d. Consumer
research
e. Media
research

60. The term “concentration” when used in the
context of advertising means that the advertiser will ________.
a. run heavy
advertising day and night for a short period of time
b. spend all of
the advertising dollars in a single period
c. run all the
ads for the product within a specific period of time
d.spend all of
the advertising dollars across a specific time period
e. not spend all
of the advertising dollars in a single period

True/False

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

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

63. The
advertising objective should emerge from a thorough analysis of the current
marketing situation.

64. One of the five
specific factors that must be considered when setting an advertising budget is
the amount of money
available from top management.

65. In
designing and evaluating an ad campaign,
it is important to distinguish the
message strategy from the “messenger.”

66. A
creative brief is an elaboration of the positioning statement of the brand.

67. One of
the advantages of television is that the large number of ads and
non-programming material on television creates clutter that makes it easy for
consumers to ignore or forget the ad.

68.
One of the advantages of print ads is that they can provide dynamic
presentations and demonstrations as
well as provide much detailed information.
69. One of
the advantages of radio advertising is its flexibility.

70. Sellers in the United States are legally obligated
to avoid bait-and-switch advertising that attracts buyers under false
pretenses.

71. Media
selection is finding the most
cost-effective media to deliver the desired number and types of exposures to
the target audience.

72. The total number of exposures in a
marketing advertising campaign can
be expressed in the formula: E = Rx F.

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

74.
Frequency is most important where there are weak competitors, a complex
story to tell, low consumer resistance or an in-frequent purchase cycle.

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

76. In deciding on an advertising budget,
marketers must understand that consumer response can be U-shaped: some positive
amount of advertising is necessary
before it produces a consumer response.

77. Place
advertising, also called out-of-home advertising is a broadly defined
category that captures many different alternative advertising forms.

78. In product placement advertisements,
marketers pay a fee to have their products make cameo appearances in movies, films, and television shows.

79. “Branded
entertainment” is where editorial
content is produced that reflects favorable on the product or brand.

80. One of
the appeals of point-of-purchase advertisements as one study suggested is that
70 percent of all buying decisions are made in the store.

81. Strategically, out-of-home advertising is
often more effective at enhancing
brand awareness or reinforcing brand image than creating new brand
associations.

82. In making choices, the media planner has
to rely on measurement services that provide estimates of audience size, composition, and media cost.

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

84.
Advertisers have the choice of concentrated, continuous, or episodic when
deciding on the advertisements timing patterns.

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

86.
Communication-effect research seeks
to determine whether an ad is communicating effectively.

87.
Advertising’s sales effect is generally no more
difficult to measure than its communication effect.

88. Researchers try to measure the sales impact through analyzing historical or experimental
data.

89. Sales
promotion consists of a collection
of incentive tools, mostly short
term, designed to stimulate quicker or greater purchase of particular products
or services by consumers or the trade.

90. Sellers
use incentive-type promotions to
attract new triers, to reward loyal customers, and to increase the repurchase
rates of occasional users.

91.
Advertising typically builds brand loyalty and sales promotions
weaken brand loyalty.

92.
For consumers, ideally, sales promotions
would have short-run sales impact as
well as long-run brand equity effects.

93. Examples of retailer promotions
include price cuts, feature advertising, retailer coupons, and retailer
contests or premiums.

94. Studies
have shown that sales promotions are
NOT effective when used in conjunction with advertising.

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

96.
Marketers report a number of reasons why the sponsor events. One of these
reasons is that the firm wishes to identify with a particular target market or
life style.

97.
Developing successful sponsored events involves choosing the appropriate
events; designing the optimal sponsorship program for the event; and managing
the event dynamics properly.

98. In measuring an event, the supply-side
method attempts to approximate the amount of time or space devoted to media coverage of
an event.
99. Public
relations involves a variety of programs designed to promote
or protect a company’s image or its
individual products.

100.
Marketing public relations serves a special constituency, the marketing
department.

Essay

101. In considering when and how to use MPR,
management must establish the marketing objectives, choose the PR messages and
vehicles, implement the plan
carefully, and evaluate the results. To accomplish
this, MPR has a number of “tools” at its disposal. List and define the major “tools”
of an effective MPR department.

102. In 2004, IEG Sponsorship Report estimated
that $11.14 billion will be spent on sponsorship in North
America alone. List the eight reasons why marketers may want to
sponsor an event.

103. In deciding to use a particular type of
consumer promotional incentive,
marketers have several factors to consider. List these factors and briefly
explain them.

104. A decade ago, the advertising-to-sales promotion ratio was about 60:40. Today, in many
consumer-packaged-goods companies
sales promotion accounts for 75
percent of the combined budget. Several factors contribute to this rapid
growth. List and explain these factors.

105. The media planner has to know the capacity
of the major advertising media types to deliver reach, frequency, and impact. Media planners make their choices by
considering four variables. List these variables and briefly explain them.

106. Advertisers and their agencies must be sure
advertising does not overstep social and legal norms. Public policy makers have
developed a substantial body of laws and regulations to given advertising. List
the restraints imposed upon advertisers
and their clients today.

107. In
designing and evaluating an ad campaign,
it is important to distinguish the
message strategy or positioning of an ad from it creative strategy. To develop
a message strategy, advertisers go through three steps.
List and explain these three steps.
.
108. In
developing an advertising program, marketing managers must always start by
identifying the target market and buyer motives.
Then they can make the five major decisions know as “the five Ms.” List and
explain each of these “Ms.”

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

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

APPLICATION
QUESTIONS

Multiple
Choice

111. As the newest brand manager for your company, you are in the process of developing an
advertising campaign for the coming
year. When you review your product and analysis what stage in its product life
cycle are you in, and which of “the five Ms” of your decision process?
a. Message
b. Measurement
c. Money
d. Media
e. Mission

112. 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 to ________.
a. to stimulate and persuade consumers to use your
product
b. to stimulate and demonstrate
the product’s superiority
c. to stimulate more
usage
d. to stimulate brand recognition
e. none of the above

113. You
have delineated your product’s message generation and evaluation. Now you are
ready to proceed to the next step in developing an advertising campaign. What is the next step in this process?
a. Appointing an ad agency.
b. Designing the creative development and execution.
c. Hiring an agency.
d. Creating the creative strategy.
e. None of the above.

114. You have decided to use print media to
advertise your product because the amount
of information you wish to communicate is large. In designing a print campaign, you have been advised to write a headline
for the ad that is strong. What is it about the headline that is so important in a print ad campaign?

a. The headline must reinforce the picture and lead the
person to read the copy.
b. The headline must attract the reader’s eyes.
c. The headline must appeal to the reader’s sense of “wow.”
d. The headline must spark curiosity from the reader.
e. The headline must offend the readers sensibilities to
attract them to read it.

115. The company
has decided to change its advertising message in key markets. Speed and
flexibility are the issues here as the company
scrambles to make up lost ground. Of all of the advertising media available to
you, which one offers your company “flexibility”?

a. Billboards
b. Television
c. Print
d. Place
advertising
e. Radio

116. A competitive product
is advertised as being able to “keep the floor clean” for six months. Testing by your firms laboratories refute
this advertising message. Under U.S.
law, the competition is practicing ________.

a. deceptive advertising
b. “puffery”
c. creative license
d. acceptable risks
e. none of the above

117. The
formula for the total number exposures E is expressed as ________.
a. E = Tx R
b. E = Fx R
c. E = Fx I
d. E = Rx A
e. E = Rx F

118.
Your research has shown that your
consumers have a high “forgetting rate” on your product. In fact, the “forgetting
rate” is as high as 20 percent. To reverse this trend, you will undertake an
advertising campaign designed to get
the “message back into memory.”
Which of the following techniques would be most
likely to produce success for your product?
a. Exposure
b. Impact
c. Reach
d. Frequency
e. None of the
above

119. In developing an advertising campaign of your new product, you have decided on
creating a mobile “workshop” that would travel around the country showing
consumers how to “use” the product. This mobile
“workshop” is an example of ________.
a. place
advertising
b. creative
advertising
c. product
advertising
d. billboards
e. branded
advertising

120. When
Pringles is featured on the television show Survivor, this is an example of________.
a. product
placement
b. advertorials
c. branded
entertainment
d. product
advertising
e. creative
advertising

121. The ad agency you are
working with cites studies that show that consumers wait until the last minute
to make buying decisions and in fact, one study suggested that over 70 percent
of all buying decisions are made in the store. The ad agency is urging you to
approve the creation of ________ to capitalize on these spontaneous buying
decisions.
a. point-of-purchase material
b. print
material
c. coupons
d. flyers
e. none of the above

122. One of the criteria for evaluating the
effectiveness of your print campaign
is the circulation of the physical units carrying the advertising. You have
asked for more information from the
ad agency. In fact, you have asked for the number of people with your target
audience’s characteristics who actually saw the ad. This is an example of ________.
a. interactive marketing
b. effective ad-exposed audience
c. direct-response advertising
d. effective audience
e. all of the above

123. The
marketing department of your company
is sponsoring an event for the local marathon runners in your community. As a
running shoe manufacturer, the rationale for such a sponsorship includes ________.

a. to express commitment to the community
b. to identify with a particular target market
or life style
c. to increase awareness of the company or product name
d. to create experiences and evoke feelings
e. all of the above

124. Buyers enter your market at a high rate and
consumers purchase your product on almost
a “daily” basis. With these two known characteristics about your consumers and
market, you are better off using a ________ advertising timing pattern.
a. continuous
b. intermittent
c. concentrated
d. flighting
e. pulsing

125. As
the national brand manager for a major egg producer, you have directed your MPR
manager to help you build consumer interest in cooking eggs for dinner. This
would be an example of using MPR to ________.

a. building interest in a product category
b. assisting in the launch of new products
c. assisting in
repositioning a mature product
d. defending
products that have encountered public problems
e. building the corporate image in a way that reflects
favorable on its products

126. When consumers respond to such questions as “What
is the main message you get from this ad?” or “How does this ad make you feel?”
you are using what communication-effect research method?
a. Opinion testing
b. Laboratory testing

c. Portfolio
testing
d. Copy testing
e. Consumer
feedback method

127. You are testing the effectiveness of your
upcoming advertising campaign. The
results of these tests should measure the communication effects of the campaign on the brand’s awareness, consumer knowledge,
consumer preferences, and the ad’s ________.
a. effect on complementary products
b. purchase
intent
c. increases in
the brand’s “likeness”
d. increases in
brand salience
e. sales effect

128. One of the ways you can attempt to measure whether or not a 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 ________.
a. share of
consumer’s minds
b. share of
advertising expenditures
c. market share
d. share of
market
e. share of
voice
129. As a sponsoring organization of a recent
sporting event, your ad agency presenting you with the following information”:
our brand was visible on national television for a total of 500 second”; this
exposure represents $100,000 in advertising based on the national rate.” This
is an example of what ________
measurement.
a. supply-side
b. demand-side
c. market share
d. share of
market
e. share of
voice
130. The company’s
marketing mix includes such tools as coupons, cash refund offers, and premiums.
These are examples of ________.
a. salesman’s tools
b. marketing mix
c. consumer promotions

d. trade promotions

e. none of the above

Short Answer

131. What
are the major differences between informative and persuasive advertising?

132. What are “the five Ms” that one must
consider when setting advertising objectives?

133. In designing and evaluating an ad campaign, it is important
to distinguish between what two strategies?

134. From a brand building perspective,
television advertising has two particularly
important strengths. List and
briefly explain these strengths.

135. What does the concept of “social responsibility”
mean for advertisers?

136. Explain the concept of “reach.”

137. Explain the concept of “frequency.”

138. Explain the concept of “impact.”

139.
The media planner
has to know the capacity of the major advertising media types to deliver reach,
frequency, and impact. Media planners
make their choices by considering what variables?

140. You are considering alternative advertising
options. What specific alternative options would be available to you?

141. In launching your company’s
new product, you are faced with a decision of what type of timing pattern will
effectively match the communications objectives in relation to the nature of
the product. Explain what the four choices are available to you.

142. In attempting
to measure the effectiveness of your advertising you undertake to pretest the
advertising. What are the three methods of pretesting?

143. Explain the formula for measuring sales impact of advertising.

144. In designing your sales promotion campaign,
your objective is to attract new triers and to reward loyal customers. What
type of sales promotion should you
use?

145. Define the concept of “consumer
franchise-building” sales promotions.

146.
The existence of
Nike World, M&M World, 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?

147. Developing successful sponsored events
involves a number of decisions. What are the three decisions that have to be
made to utilize sponsorships
effectively?

148. The company’s
public relations department performs five functions. List these five functions.

149. MPR (marketing public relations) plays an important role in what tasks?

150. What would be a better way to measure the
effectiveness of a MPR campaign?