Marketing Management - 12th Edition -...

Chapter 18: Managing Mass Communications:

Advertising, Sales Promotions, Events, and Public Relations

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. missionb. moneyc. messaged. media e. minimum

Answer: e Page: 568 Level of difficulty: Easy

2. Today, advertising agencies are redefining themselves as ________. a. communications companies b. direct marketing companiesc. marketersd. full-service companiese. none of the above

Answer: a Page: 568 Level of difficulty: Easy

3. Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or ________. a. create interestb. purchasec. create demandd. reinforce e. introduce

Answer: d Page: 569 Level of difficulty: Medium

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Part 7: Communicating Value

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.

Answer: d Page: 569 Level of difficulty: Hard

5. In designing and evaluating an ad campaign, it is important to distinguish the message strategy or positioning of an ad from its ________. a. brand strategy b. creative strategy c. test strategyd. medium strategy e. corporate strategyAnswer: b Page: 570 Level of difficulty: Medium

6. A creative brief is an elaboration of the positioning statement and includes such items as ________. a. key brand benefits b. detail instructions for the director of the commercialc. detailed instructions for the print adsd. key actors to be used in the commerciale. none of the above

Answer: a Page 570 Level of difficulty: Hard

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. soundsb. sightsc. intangibles d. tangiblese. components

Answer: c Page 571 Level of difficulty: Medium

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

8. Print media provides much ________ product information and can also effectively communicate user and usage imagery. a. detailedb. specific c. informational d. historical e.. usage


9. Radio’s main advantage lies in its ________. a. disk jockeys b. flexibility c. formatd. age of audiencee. none of the above

Answer: b Page: 572 Level of difficulty: Easy

10. Advertisers prepare a copy strategy statement describing the ________, content, support, and tone of the desired ad. a. frequency b. size c. opinionsd. demographicse. objective

Answer: e Page: 570 Level of difficulty: Medium

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

Answer: b Page: 573 Level of difficulty: Easy

12. “Puffery” is defined as ________. a. a description of a bakery productb. used in sales brochures to tout the benefits of a productc. simple exaggerationsd. liese. non-truths but legal

Answer: c Page: 573 Level of difficulty: Easy

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13. In choosing the proper media to carry the message, advertisers must decide on ________. a. strategy, users, media b. target markets, users, heavy usersc. markets, target markets, consumersd. reach, impact, television stationse. reach, frequency, impact


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

Answer: d Page: 575 Level of difficulty: Easy

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 clutterc. cable channels d. fragmented marketse. censorship possibilities

Answer: b Page: 575 Level of difficulty: Medium

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. Tb. Mc. S d. Ye. C

Answer: c Page: 576 Level of difficulty: Medium

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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-purchasec. advertorials d. product placemente. 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

Answer: c Page: 579 Level of difficulty: Hard

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 audiencee. effective audience


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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 policiesd. 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. continuousd. pulsinge. 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 influenceb. trading areasc. short term marketing opportunitiesd. SMSA e. none of the above

Answer: a Page: 582 Level of difficulty: Hard

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


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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 noiseb. get noticedc. hit the “TV” hardd. cut back on promotionse. none of the above


28. A company’s “share of advertising” expenditures should produce an ultimate ________. a. share of business b. share of heartc. 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. stimulatee. create


30. Sales promotions include tools for ________ promotion, trade promotion, and business, and sales-force promotions. a. incentive b. reasonsc. targetd. prospectse. 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-termd. incremental e. permanent


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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. confused. 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. loyald. short-terme. 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 promotionsc. manufacturer franchise building d. retailer franchise buildinge. consumer franchise building Answer: e Page: 587 Level of difficulty: Medium

35. Sales promotion when combined with feature advertising, and point-of-purchase

displays, should increase sales volume by ________ . a. 24 percent b. no changec. 5 percent d. 10 percent e. none of the above

Answer: a Page: 588 Level of difficulty: Medium

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


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

Answer: b Page: 589 Level of difficulty: Hard

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 percentc. 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 budgetd. timinge. all of the above

Answer: e Page: 590 Level of difficulty: Hard

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 percente. 50 percent


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42. One of the reasons marketers sponsor events is to ________ with a particular target market or life cycle. a. identify b. capitalize upon c. fosterd. 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. cancelledc. 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. exposureb. seenc. heard d. compensatede. 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 releasesc. Press relations d. Publicitye. 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 spacese. building a word of mouth campaign

Answer: c Page: 594 Level of difficulty: Hard

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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. awarenessd. “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. customersd. articlese. 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. changeb. increasec. decreased. exposuree. 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. Prospectingc. Media d. Marketing e. Public Relations


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52. A good ad normally focuses on one or two ________ selling propositions. a. important b. subliminal c. cored. 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. Frequencyc. 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 intentd. 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 rated. turnover ratee. forgetting rate


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. costsd. payout e. success


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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 Answer: b Page: 587 Level of difficulty: Medium

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

Answer: b Page: 586 Level of difficulty: Medium59. ________ seeks to determine whether an ad is communicating effectively.

a. Communications-effect research b. Marketing researchc. 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 timeb. spend all of the advertising dollars in a single period c. run all the ads for the product within a specific period of timed. spend all of the advertising dollars across a specific time periode. not spend all of the advertising dollars in a single period

Answer: b Page: 582 Level of difficulty: Hard

True/False

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

Answer: True Page: 568 Level of difficulty: Easy

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.


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

Answer: True Page: 569 Level of difficulty: Medium

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.

Answer: False Page: 569 Level of difficulty: Medium

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

Answer: False Page: 570 Level of difficulty: Hard

66. A creative brief is an elaboration of the positioning statement of the brand. Answer: True Page: 570 Level of difficulty: Medium

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. Answer: True Page: 572 Level of difficulty: Easy

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 = R x F.

Answer: True Page: 574 Level of difficulty: Hard

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.


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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. Answer: False Page: 575 Level of difficulty: Medium

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.

Answer: False Page: 576 Level of difficulty: Hard

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.


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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.


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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. Answer: True Page: 594 Level of difficulty: Medium

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.

Suggested Answer: The major “tools” are publications, events, sponsorships, news, speeches, public-service activities, and the ability to identify media—a visual identity for the company and its products.

Page: 595 Level of difficulty: Medium

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.

Suggested Answer: Marketers reasons are as follows: (1) to identify with a particular target market or life style; (2) to increase awareness of the company or product name; (3) to create or reinforce consumer perceptions of key brand image associations; (4) to enhance corporate image dimensions; (5) to create experiences and evoke feelings; (6) to express commitment to the community or on social issues; (7) to entertain key clients or reward key employees; and (8) to permit merchandising or promotional opportunities.

Pages: 591–592 Level of difficulty: Hard

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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.

Suggested Answer: First, the marketer must determine the size of the incentive. A minimum is necessary if the promotion is to succeed. Second, the marketing manager must establish conditions for participation. Incentives might be offered to everyone or just a group. Third, the marketer has to decide on the duration of the promotion. Fourth, the marketer must choose a distribution vehicle for the promotion (cents off coupon, on-pack coupon). Finally, the marketer must determine the total sales promotion budget.

Page: 590 Level of difficulty: Hard

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.

Suggested Answer: Promotion is now more accepted by top management as an effective sales tool. More product managers are qualified to use sales promotion tools. Product manager are under greater pressure to increase current sales. In addition, the number of brands has increased; competitors use promotions frequently; many brands are seen as similar: consumer are more price-orientated; the trade has demanded more deals from manufacturers; and advertising efficiency has declines because of rising costs, media clutter, and legal restraints. Page: 586 Level of difficulty: Medium

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.

Suggested Answer: These variables are: (1) target audience media habits—radio and television are the most effective media for reaching teenagers; (2) product characteristics—media types have different potential for demonstration, visualization, explanation, believability, and color; (3) message characteristics—timeliness and information content will influence media choice; and cost— television is very expensive, whereas newspaper advertising is relatively inexpensive. What counts is the cost per thousand exposures.


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.

Suggested Answer: First, advertisers must not make false claims. They must avoid false demonstrations. It is illegal in the United States to create ads that have

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the capacity to deceive. Sellers in the United States are legally obligated to avoid bait-and-switch advertising that attracts buyers under false pretenses. To be socially responsible, advertisers must be careful not to offend the general public as well as any ethnic groups, racial minorities, or special-interest groups.


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.

Suggested Answer: The first step is message generation and evaluation. It is important to generate fresh insights and avoid using the same appeals and positions as others. The second step is creative development and execution. The ad’s impact depends not only on what is said, but often more important, on how it is said. Message execution can be decisive. The third step is social-responsibility review. Advertisers and their agents must be sure that the advertisements do not overstep social and legal norms.

Pages: 570–573 Level of difficulty: Medium

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.”

Suggested Answer: (1) mission—sales goals and advertising objectives; (2) money—factors to consider: stage in PLC, market share and consumer base, competition and clutter, advertising frequency; and product substitutability; (3) message—message generation, message evaluation and selection; message execution, social-responsibility review; (4) media—reach, frequency, impact, major media types, specific media vehicles, media timing, geographical media-allocation; and (5) measurement—communication impact and sales impact.


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

Suggested Answer: First, they often find it difficult to police retailers to make sure they are doing what they agreed to do. Second, more retailers are doing forward buying. Third, retailers are doing more diverting.


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

Suggested Answer: The tasks are: (1) assisting in the launch of new products; (2) assisting in repositioning a mature product; (3) building interest in a product category; (4) influencing specific target groups; (5) defending products that have

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encountered public problems; and (6) building the corporate image in a way that reflects favorably on its products.


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. Messageb. Measurementc. Money d. Mediae. 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 superiorityc. to stimulate more usaged. 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.


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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. Billboardsb. Television c. Printd. 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 licensed. acceptable riskse. none of the above


117. The formula for the total number exposures E is expressed as ________.a. E = T x R b. E = F x R c. E = F x Id. E = R x A e. E = R x F


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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. Reachd. Frequencye. 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. billboardse. branded advertising


120. When Pringles is featured on the television show Survivor, this is an example of________. a. product placementb. advertorialsc. 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 materialb. print materialc. coupons d. flyers e. none of the above


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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 named. to create experiences and evoke feelingse. 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 productsc. assisting in repositioning a mature productd. defending products that have encountered public problemse. building the corporate image in a way that reflects favorable on its products


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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 testingb. 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 shared. 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-sidec. market shared. share of market e. share of voice


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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 mixc. consumer promotions d. trade promotions e. none of the above


Short Answer

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

Suggested Answer: Informative advertising seeks to create brand awareness and knowledge of new products or product features; persuasive advertising aims to create liking, preference, conviction, and purchase of goods or services Page: 569 Level of difficulty: Easy

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

Suggested Answer: The five Ms are: mission, money, message, media, and measurement.


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

Suggested Answer: You must distinguish between the message strategy (what the ad attempts to convey about the brand) from its creative strategy, (how the ad expresses the brand claims).


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

Suggested Answer: First, television can be an effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits. Second, television advertising can be a compelling means for dramatically portraying user and usage imagery, brand personality, and other brand intangibles. Page: 571 Level of difficulty: Hard

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

Suggested Answer: Advertisers and their agencies must be sure that advertising does not overstep social and legal norms. Under U.S. law, advertisers must not make false claims. Sellers in the United States are legally obligated to avoid bait-and-switch advertising.

Page: 573 Level of difficulty: Easy

136. Explain the concept of “reach.”

Suggested Answer: Reach is the number of different persons or households exposed to a particular media schedule at least once during a specified time period.


137. Explain the concept of “frequency.”

Suggested Answer: Frequency is the number of times within the specified time period that an average person or household is exposed to the message. Page: 574 Level of difficulty: Easy

138. Explain the concept of “impact.”

Suggested Answer: Impact is the qualitative value of an exposure through a given medium.


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?

Suggested Answer: The variables are: (1) target audience media habits; (2) product characteristics; (3) message characteristics; and 4) costs.


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

Suggested Answer: Place advertising—including billboards, public spaces, product placement, and point-of-purchase.


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.

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Suggested Answer: The four choices are continuity, concentration, flighting, and pulsing.


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

Suggested Answer: The three methods are copy testing, portfolio tests, and laboratory tests.


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

Suggested Answer: The steps are share of expenditures; share of voice; share of mind and heart; and ultimately share of market.


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?

Suggested Answer: Sellers use incentive-type promotions to attract new triers or to reward loyal customers.


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

Suggested Answer: Consumer franchise-building sales promotions impart a selling message along with the deal.


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?

Suggested Answer: By becoming part of a special or a more personally relevant moment in consumers’ lives, involvement with events can broaden and deepen the relationship of a company with their target market.


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

Suggested Answer: These are: (1) choosing the event opportunity; (2) design the sponsorship program; and (3) measure the sponsorship activities.


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

Suggested Answer: The five functions are: (1) press relations; (2) product publicity; (3) corporate communications; (4) lobbying; and (5) counseling.


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

Suggested Answer: These tasks are: (1) assisting in the launch of new products; (2) assisting in the repositioning of a mature product; (3) building interest in a product category; (4) influencing specific target groups; (5) defending products that have encountered public problems; and (6) building the corporate image in a way that reflects favorably on its products.


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

Suggested Answer: A better measure is the change in product awareness, comprehension, or attitude resulting from the MPR campaign.


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