Managing Mass Communications questions

GENERAL
CONCEPT QUESTIONS

Multiple
Choice

1. In developing an advertising program,
marketing managers can make five major decisions known as “the five Ms. Which
of the following is NOT part of “the five Ms.”
a. mission
b.
money
c.
message
d. media
e. minimum

2. Today, advertising agencies are redefining
themselves as ________.
a. communications companies

b. direct marketing companies
c. marketers
d. full-service companies
e. none of the above

3. Advertising objectives can be classified
according to whether their aim is to inform, persuade, remind, or ________.
a. create interest
b. purchase
c. create demand
d. reinforce

e. introduce

4. When setting the advertising budget,
marketers must consider five specific factors. Which of the following is one of
the “factors” that must be considered?
a. Message details.
b. Cost of television time.
c. Cost of new product’s development.
d. Stage in
the product life cycle.
e. Buyer’s
reaction to the campaign.

5. In designing and evaluating an ad campaign, it is important
to distinguish the message strategyor
positioning of an ad from its ________.
a. brand strategy
b. creative strategy
c. test strategy
d. medium strategy
e. corporate strategy

6. A creative
briefis an elaboration of the positioning statement and includes such
items as ________.
a. key brand benefits
b. detail instructions for the director of the
commercial
c. detailed instructions for the print ads
d. key actors to be used in the commercial
e. none of the above

7. 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 ________.

a. sounds
b. sights
c. intangibles
d. tangibles
e. components

8. Print
media provides much ________ product information and can also effectively
communicate user and usage imagery.
a. detailed
b.
specific
c. informational

d. historical
e.. usage

9. Radio’s main advantage lies in its ________.
a. disk jockeys
b. flexibility

c. format
d. age of audience
e. none of the above

10.Advertisers prepare a copy strategy statementdescribing the ________, content, support,
and tone of the desired ad.
a. frequency
b. size
c. opinions
d. demographics
e. objective

11. Under U.S. law,
advertisers must not ________.
a. copy other’s ads
b. make false claims
c. advertiser to children
d. advertise after 3 a.m.
e. demonstrate
a product

12. “Puffery”
is defined as ________.
a. a description of a bakery product
b. used in sales brochures to tout the benefits
of a product
c. simple
exaggerations
d. lies
e. non-truths but legal

13. In choosing the proper media to carry the
message, advertisers must decide on ________.
a. strategy, users, media
b. target markets, users, heavy users
c. markets, target markets, consumers
d. reach, impact,
television stations
e. reach, frequency, impact

14. ________
is most important
when launching new products, flanker brands, or extensions of well-known
brands.
a. Media selection
b. Weighted exposures
c. Impact
d. Reach
e. Frequency

15.One of the advantages of television is that it
combines sight, sound, and motion,
appealing to the senses, high attention, and high reach. One of the
disadvantages of television is its ________.
a. use of the “remote
control” to zap through commercials
b. high clutter
c. cable channels
d. fragmented markets
e. censorship possibilities

16.In deciding
on an ad budget, marketers must also recognize that consumer response can be ________-shaped:
An ad threshold effect exists where some positive amount
of advertising is necessary before any sales impact
can be detected, but sales increases eventually flatten out.
a. T
b. M
c. S
d. Y
e. C

17.Marketers are
using creative and unexpected ad placements to grab consumers’ attentions in ________
advertising.
a. market
specific
b. customer
specific
c. space
d. nontraditional

e. place
18.Marketers pay fees so that their products make
cameo appearances in movies and on
television. This is called ________.
a. branded
entertainment
b. point-of-purchase
c. advertorials
d. product
placement
e. individualization

19.In-store advertising including ads on shopping carts, in
aisles, on shelves, ads on the floor, and “talking” shelves are all examples of ________ advertising.
a. point-of-decision

b. product
placement
c. point-of-purchase
d. branding
e. advertising

20.The
main advantage of nontraditional media is that a very precise and—because of
the nature of the setting involved—captive audience often can be reached in a ________
manner.
a. new
b. effective
c. cost-effective
d. targeted
e. individualized

21. Television audience size has several
possible measures. These include circulation, audience, and ________.
a.
non-exposed audience
b. total circulation
c. exposed audience
d. listening audience
e. effective audience

22.The ________
involves scheduling the advertising in relation to seasons and the business
cycle.
a. effective
ad-exposed audience
b. editorial
quality
c. ad placement
policies
d. macro
scheduling problem
e. micro
scheduling problem

23.In launching a new product, the advertiser has
to choose among continuity, concentration,
flighting, and ________.
a. reflective
b. periodic
c. continuous
d. pulsing
e. running

24.A company
has to decide on how to allocate its advertising budget over space as well as
over time. A company makes “spot
buys” when it buys TV time in just a few markets or in regional editions of
magazines. These markets are called ________.
a. areas of dominant influence
b. trading areas
c. short term marketing opportunities
d. SMSA
e. none of the above

25.________ seeks
to determine whether an ad is communicating effectively.
a. Targeted marketing research
b. Customer feedback
c. Copy testing
d. Marketing research
e. Communication-effects research

26.There are three major methods of pretesting
ads. These are consumer feedback, ________, and laboratory test.
a. pre-launch
testing
b. copy testing

c. direct
testing
d. telephone
inquiries
e. portfolio
testing

27. One of
the “tips” provided by Nike’s ad
agency, Weiden and Kennedy, about what works
in good economic times as well as bad is to ________.
a. make noise
b. get noticed
c. hit the “TV” hard
d. cut back on promotions
e. none of the above

28.A company’s
“share of advertising” expenditures should produce an ultimate ________.
a. share of business
b. share of heart
c. share of voice
d. share of market
e. share of mind

29.Sales promotion
consists of a collection of incentive tools, mostly
short term, designed to ________ quicker or greater purchase of particular
products or services by consumers or the trade.
a. intensify
b. foster
c. demand
d. stimulate
e. create

30.Sales promotions
include tools for ________ promotion,
trade promotion, and business, and
sales-force promotions.
a. incentive
b. reasons
c. target
d. prospects
e. consumer

31.Sales promotions
used in markets of high brand similarity can product a high sales response in
the short run but little ________ gain in market share.
a. significant
b. “real”
c. short-term
d. incremental
e. permanent

32.Sales promotion,
with its incessant prices off, coupons, deals, and premiums, may ________ the
product offering in the buyers’ mind.
a. detract
b. augment
c. confuse
d. devalue

e. increase

33.Research has shown that sales promotions yield faster and more
measurable responses in sales than advertising does but do not tend to yield
new, ________ buyers in mature markets.
a. strong
b. fickle
c. loyal
d. short-term
e. long-term

34.Sales promotion
tools that impart a selling message
along with the deal, as in the case of free samples
and premiums when they are related to the product are called ________.
a. promotions

b. retailer promotions
c. manufacturer franchise building
d. retailer franchise building
e. consumer franchise building

35.
Sales promotion when combined with
feature advertising, and point-of-purchase displays, should increase sales
volume by ________ .
a.
24 percent
b. no change
c. 5 percent
d. 10 percent
e. none of the above

36. When two
or more brands or companies team up on coupons, refunds, and contests to
increase pulling power, it is called ________.
a. price packs
b. frequency
promotions
c. team promoting
d. tie-in promotions
e. cross-promotions

37.When retailers buy a greater quantity of
product during a deal period than they can sell during the deal period we call
this ________.
a. purchasing
intent
b. forward
buying
c. trade buying

d. de-facto
buying
e. none of the
above

38.A higher proportion of the promotion pie is devoted to trade promotion tools at ________ than consumer promotion at 27.9 percent.
a. 46.9 percent

b. 40 percent
c. 50 percent
d. 60 percent
e. 44.5 percent

39.According to one researcher on sales promotions, what is the optimal frequency per quarter
and optimal duration for a sales promotion?

a. Two weeks
per quarter/two weeks.
b. Six weeks
per quarter/length of the average purchase cycle.
c. Four weeks
per quarter/length of the average purchase cycle.
d.Three weeks
per quarter/length of the average purchase cycle.
e. None of the above.

40.In deciding to use a particular incentive,
marketers have several factors to consider. One of these factors is ________.
a. duration
b. distribution vehicle
c. promotion
budget
d. timing
e. all of the above
41.According
to IEG Sponsorship Report, $11.14 billion will be spent on sponsorships in North America
during 2004, with ________ going to sports.
a. 75 percent
b. 30 percent
c. 69 percent

d. 60 percent
e. 50 percent
42.One of the reasons marketers sponsor events is
to ________ with a particular target market or life cycle.
a. identify
b. capitalize upon
c. foster
d. increase exposure
e. none of the above
43.One of the potential disadvantages of
sponsorships is that the success of
an event can often be ________ and some consumers may still resent the
commercialization of events.
a. attract unfavorable media attention
b. cancelled
c. illegal
d. unpredictable
e. unfavorable to the sponsor
44.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.
a. exposure
b. seen
c. heard
d. compensated
e. none of the above

45.________ involve(s) a variety of programs
designed to promote or protect a company’s image or its individual products.
a. Corporate Communications
b. Press releases
c. Press relations
d.Publicity
e. Public Relations

46.
Marketing Public Relations (MPR) supports corporate or product promotion and image making and plays a crucial role in ________.

a. create publicity
b. protecting the company
from liabilities
c. assisting in repositioning a mature
product
d.securing free ad spaces
e. building a word of mouth
campaign

47.MPR can build ________ by placing stories in
the media to bring attention to a product, service, person, organization, or
idea.
a. talk
b. stories
c. awareness
d. “buzz”
e. exposure
48. The major tools in a marketing MPR
department include publications, events, sponsorships,
________, speeches, public-service activities, and identity media.
a. customers
b. managers
c. news
d. Universities
e. Colleges

49. The
easiest measure of MPR effectiveness is the number of ________ carried by the
media.
a. stories
b. exposures
c. customers
d. articles
e. none of the above

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

a. change
b. increase
c. decrease
d. exposure
e. all of the above

51. ________
is any paid form of nonpersonal presentation and promotion
of ideas, goods, or services by an identified sponsor.
a. Advertising
b. Prospecting
c. Media
d. Marketing
e. Public Relations
52.A good ad normally focuses on one or
two ________ selling propositions.
a. important
b. subliminal
c. core
d. easily identifiable
e. consumer interest

53.________ is finding the most cost-effective media to deliver the desired
number and types of exposures to the target audience.
a. Weight
b. Frequency
c. Reach
d.Media buying
e. Media selection

54. ________
expresses the rate at which new buyers enter the market; the higher this rate,
the more continuous the advertising
should be.
a. Buyer’s demographics

b. Purchase frequency
c. Purchase intent
d.Buyer turnover
e. Buyer profile

55. The ________
is the rate at which the buyer forgets the brand.
a. designated rate
b. purchase frequency
c. purge rate
d. turnover rate
e. forgetting rate