Top 10 learning question

TOP 10 Learning Questions for

Chapter 18 – Managing Mass Communication

Theresia SitumorangSeptember 16, 2011

www.tualitorphory.blogspot.com

1. Major Decisions in developing an advertising program, except:

A. MissionB. MoneyC. MethodD. MediaE. Measurement

2www.tualitorphory.blogspot.com

CONCEPT CONCEPT

MISSIONMISSION MONEYMONEY MESSAGEMESSAGE

MEDIAMEDIA MEASUREMENTMEASUREMENT

Using 5Ms in Developing & Advertising Program


The 5Ms of Advertising

There are 5 major decisions after marketing managers identify their target market and buyer motives.

MISSION: “What are our advertising objectives?”

MONEY: “How much can we spend?” MESSAGE: “What message should we send?” MEDIA: “What media should we use?” MEASUREMENT: “How should we evaluate the

results?”


1. Major Decisions in developing an advertising program, except:

A. MissionB. MoneyC. ManagementD. MediaE. Measurement


2. Advertising frequency, product substitutability are factors to consider when__________?

A. Creating budget decisionsB. Developing the advertising campaignC. Deciding on media and measuring

effectivenessD. Choosing major media typesE. Selecting specific media vehicles



Factors in Setting Budget Decisions

CONCEPT CONCEPT

2. Advertising frequency, product substitutability are factors to consider when__________?

A. Creating budget decisionsB. Developing the advertising campaignC. Deciding on media and measuring

effectivenessD. Choosing major media typesE. Selecting specific media vehicles


3. In designing and evaluating an campaign, advertisers develop_________ and _________.

A. Communication strategy, advertising strategy

B. Message strategy, promotions strategyC. Message strategy and creative strategyD. Campaign strategy and promotions

strategyE. Advertising strategy and

communication strategy


Developing the Advertising Campaign

Message Strategy

Creative Strategy

ADVERTISING CAMPAIGN


CONCEPT CONCEPT

Developing the Advertising Campaign (3 steps):

MESSAGE GENERATION AND EVALUATIONFree insights are important to avoid using the same appeals and position as others

Conduct market research, prepare a creative brief. This is an elaboration of the

positioning statement


CREATIVE DEVELOPMENT AND EXECUTIONIt’s not only what the ad’s impact says, but

more important how it says it. TV, print, radio are classified as media form.

TV is acknowledged as the most powerful advertising medium, print media makes dynamic presentation and can be fairly

passive, Radio ads are relatively inexpensive.

SOCIAL RESPONSIBILITY REVIEWAdvertisers must be careful not to offend

general public and ethnic group.Ad agencies must be sure advertising does

not overstep social and legal norms

3. In designing and evaluating an campaign, advertisers develop_________ and _________.

A. Communication strategy, advertising strategy

B. Message strategy, promotions strategyC. Message strategy and creative strategyD. Campaign strategy and promotions

strategyE. Advertising strategy and

communication strategy


4. The following are factors of a formula to determine sales impact of advertising, except:

A. Share of mind and heartB. Share of expendituresC. Share of voiceD. Share of marketE. Share of partnership


Formula for Measuring Sales Impact of Advertising


CONCEPT CONCEPT

4. The following are factors of a formula to determine sales impact of advertising, except:

A. Share of mind and heartB. Share of expendituresC. Share of voiceD. Share of marketE. Share of partnership


5. Which of the following statement is true?

A. Informative advertising aims to create brand awareness and knowledge of new products or new feature of existing products.

B. Reminder advertising aims to stimulate repeat purchase of products and services.

C. Persuasive advertising aims to create liking, preference, conviction, and purchase of a product or service.

D. Reinforcement Advertising aims to convince current purchasers that they made the right choice.

E. All of the above statements are true


Advertising objectives can be classified as:


CONCEPT CONCEPT

Advertising objectives can be classified as: (cont)


5. Which of the following statement is true?

A. Informative advertising aims to create brand awareness and knowledge of new products or new feature of existing products.

B. Reminder advertising aims to stimulate repeat purchase of products and services.

C. Persuasive advertising aims to create liking, preference, conviction, and purchase of a product or service.

D. Reinforcement Advertising aims to convince current purchasers that they made the right choice.

E. All of the above statements are true


6. Media planners consider their media type choices based on:

A. Target AudienceB. CostC. Message CharacteristicD. Product CharacteristicE. All of the above


Media Selection

The media planner must know the capacity of the major advertising media

types to deliver REACH, FREQUENCY and IMPACT.

CONCEPCONCEPTT


Choosing Among Media Types


• Radio and TV are the most effective media for reaching

teens

• Media types have different potential for demonstration,

visualization, explanation and

color

•Timelines and information content will

influence media choice

•What counts is cost per thousand

exposures

6. Media planners consider their media type choices based on:

A. Target AudienceB. CostC. Message CharacteristicD. Product CharacteristicE. All of the above


7. Below are examples of consumer promotions, except:

A. WarrantiesB. Specialty advertisingC. Cash Refund OffersD. Patronage RewardsE. Tie-in Promotions


Tools of Sales Promotion

CONSUMER PROMOTION

TRADE PROMOTION BUSINESS & SALES-FORCE PROMOTION

• Samples • Price Off • Trade Shows

• Tie-in Promotions

• Advertising & Display Allowances

• Conventions

• Cash Refund Offers

• Free goods • Contest for Sales Reps

• Warranties • Specialty Advertising

• Patronage Rewards


CONCEPT CONCEPT

7. Below are examples of consumer promotions, except:

A. WarrantiesB. Specialty advertisingC. Cash Refund OffersD. Patronage RewardsE. Tie-in Promotions


8. The following are events objectives, except:

A. To increase awareness of company or product name

B. To increase direct sales, maximize revenue and improve operational performance

C. To enhance corporate imageD. To entertain key clients or reward key

employeesE. To express commitment to the community

or on social issues


A number of reasons to sponsor events:

To increase awareness of company or product name – Sponsorship offers sustained exposure brand, a necessary condition to build

brand recognition and brand recall.


CONCEPT CONCEPT

A number of reasons to sponsor events (cont):

To enhance corporate image – Sponsorship can improve perceptions

that the company is likeable and prestigious.

To entertain key clients or reward key employees – Many events

include lavish hospitality tents and other special services or activities only

for sponsors and the guests. This establish valuable business contacts


To express commitment to the community or on social issues - Cause-related marketing

sponsors nonprofit organizations and charities.

A number of reasons to sponsor events (cont):


8. The following are events objectives, except:

A. To increase awareness of company or product name

B. To increase direct sales, maximize revenue and improve operational performance

C. To enhance corporate imageD. To entertain key clients or reward key

employeesE. To create experiences and evoke feelings


9. Which of the following statement is true:

A. One of the functions of Public Relation is to present news and information about the organization in the most positive light.

B. PR promotes understanding of the organization through external communication

C. Counseling is part of PR functions in advising management of public issues and company positions and image during bad times

D. Only statement A is trueE. Statement A, B and C are true


5 functions of Public Relations

Press Relations – Presenting news and information about the organization in the most positive light

Product Publicity – Sponsoring efforts to publicize specific products

Corporate Communications – Promoting understanding of the organization through INTERNAL and EXTERNAL communications

Lobbying – Dealing with legislators and government officials to promote or defeat legislation and regulation

Counseling – Advising management about public issues, and company positions and image during GOOD and BAD times.


CONCEPT CONCEPT

9. Which of the following statement is true:

A. One of the functions of Public Relation is to present news and information about the organization in the most positive light.

B. PR promotes understanding of the organization through external communication

C. Counseling is part of PR functions in advising management of public issues and company positions and image during bad times

D. Only statement A is trueE. Statement A, B and C are true


10. The following are major decisions in Marketing PR:

A. Establishing objectives, choosing messages & vehicles, implementing the plan and evaluating results

B. Measuring sponsorship activities and Designing the plan and programs

C. Designing sponsorship program, Tracking of related promotions and creating events

D. Selecting consumer promotion tools and sales-force promotion tools

E. Developing, pretesting, implementing and evaluation the advertising and promotions programs


Major Decisions in Marketing PR


Can build awareness by placing stories in

the media to bring attention to a

product, service, person or idea

MPR will search for a stories, include

hosting major academic

conventions, inviting experts or celebrity

speakers.

The easiest measure of MPR effectiveness is the number of exposures carried by the media. A better measure is the change in product awareness,

comprehensions or attitude resulting from the MPR campaign

CONCEPT CONCEPT

10. The following are major decisions in Marketing PR:

A. Establishing objectives, choosing messages & vehicles, implementing the plan and evaluating results

B. Measuring sponsorship activities and designing the plan and programs

C. Designing sponsorship program, tracking of related promotions and creating events

D. Selecting consumer promotion tools and sales-force promotion tools

E. Developing, pretesting, implementing and evaluation the advertising and promotions programs


TOP 10 Learning Questions for

Chapter 18 – Managing Mass Communication

Theresia SitumorangSeptember 16, 2011


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