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. mission
b. money
c. message
d. 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 companies
c. marketers
d. full-service companies
e. 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 interest
b. purchase
c. create demand
d. reinforce
e. introduce
Answer: d
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Level of difficulty: Medium
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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 strategy
d. medium strategy
e. corporate strategy
Answer: 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 commercial
c. detailed instructions for the print ads
d. key actors to be used in the commercial
e. 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. sounds
b. sights
c. intangibles
d. tangibles
e. components
Answer: c
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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. detailed
b. specific
c. informational
d. historical
e.. usage
Answer: a
Page: 571
Level of difficulty: Easy
9. Radio’s main advantage lies in its ________.
a. disk jockeys
b. flexibility
c. format
d. age of audience
e. 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. opinions
d. demographics
e. 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 claims
c. advertiser to children
d. 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 product
b. used in sales brochures to tout the benefits of a product
c. simple exaggerations
d. lies
e. 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 users
c. markets, target markets, consumers
d. reach, impact, television stations
e. reach, frequency, impact
Answer: e
Page: 574
Level of difficulty: Medium
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
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 clutter
c. cable channels
d. fragmented markets
e. 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. T
b. M
c. S
d. Y
e. C
Answer: c
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Level of difficulty: Medium
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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
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
Answer: e
Page: 577
Level of difficulty: Medium
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
Answer: d
Page: 578
Level of difficulty: Easy
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
Answer: c
Page: 579
Level of difficulty: Easy
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 audience
e. effective audience
Answer: e
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Level of difficulty: Medium
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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 policies
d. macro scheduling problem
e. micro scheduling problem
Answer: d
Page: 581
Level of difficulty: Medium
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
Answer: d
Page: 582
Level of difficulty: Easy
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
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
Answer: e
Page: 583
Level of difficulty: Easy
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
Answer: e
Page: 583
Level of difficulty: Easy
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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
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
Answer: a
Page: 584
Level of difficulty: Hard
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
Answer: d
Page: 584
Level of difficulty: Hard
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
Answer: d
Page: 585
Level of difficulty: Easy
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
Answer: e
Page: 585
Level of difficulty: Easy
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
Answer: e
Page: 586
Level of difficulty: Medium
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Part 7: Communicating Value
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
Answer: d
Page: 586
Level of difficulty: Hard
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
Answer: e
Page: 587
Level of difficulty: Medium
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
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 change
c. 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
Answer: d
Page: 588
Level of difficulty: Medium
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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
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
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 percent
c. 50 percent
d. 60 percent
e. 44.5 percent
Answer: a
Page: 589
Level of difficulty: Easy
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.
Answer: d
Page: 590
Level of difficulty: Hard
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
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 percent
e. 50 percent
Answer: c
Page: 591
Level of difficulty: Easy
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Part 7: Communicating Value
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
Answer: a
Page: 591
Level of difficulty: Easy
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
Answer: d
Page: 592
Level of difficulty: Medium
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
Answer: a
Page: 593
Level of difficulty: Medium
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
Answer: e
Page: 593
Level of difficulty: Easy
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
Answer: c
Page: 594
Level of difficulty: Hard
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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
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
Answer: c
Page: 595
Level of difficulty: Medium
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
Answer: c
Page: 595
Level of difficulty: Medium
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
Answer: b
Page: 596
Level of difficulty: Medium
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
Answer: a
Page: 596
Level of difficulty: Hard
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
Answer: a
Page: 568
Level of difficulty: Easy
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Part 7: Communicating Value
52. A good ad normally focuses on one or two ________ selling propositions.
a. important
b. subliminal
c. core
d. easily identifiable
e. consumer interest
Answer: c
Page: 570
Level of difficulty: Medium
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
Answer: e
Page: 574
Level of difficulty: Easy
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
Answer: d
Page: 582
Level of difficulty: Medium
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
Answer: e
Page: 582
Level of difficulty: Easy
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
Answer: d
Page: 585
Level of difficulty: Medium
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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
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: Medium
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
Answer: a
Page: 583
Level of difficulty: Easy
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
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.
Answer: True
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Level of difficulty: Easy
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Part 7: Communicating Value
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 nonprogramming material on television creates clutter that makes it easy for consumers
to ignore or forget the ad.
Answer: False
Page: 571
Level of difficulty: Medium
68. One of the advantages of print ads is that they can provide dynamic presentations and
demonstrations as well as provide much detailed information.
Answer: False
Page: 571
Level of difficulty: Medium
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.
Answer: True
Page: 573
Level of difficulty: Medium
71. Media selection is finding the most cost-effective media to deliver the desired number
and types of exposures to the target audience.
Answer: True
Page: 574
Level of difficulty: Medium
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.
Answer: True
Page: 575
Level of difficulty: Hard
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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
74. Frequency is most important where there are weak competitors, a complex story to
tell, low consumer resistance or an in-frequent purchase cycle.
Answer: False
Page: 575
Level of difficulty: Medium
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.
Answer: True
Page: 577
Level of difficulty: Easy
78. In product placement advertisements, marketers pay a fee to have their products make
cameo appearances in movies, films, and television shows.
Answer: True
Page: 578
Level of difficulty: Easy
79. “Branded entertainment” is where editorial content is produced that reflects favorable
on the product or brand.
Answer: False
Page: 578
Level of difficulty: Medium
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.
Answer: True
Page: 579
Level of difficulty: Easy
81. Strategically, out-of-home advertising is often more effective at enhancing brand
awareness or reinforcing brand image than creating new brand associations.
Answer: True
Page: 579
Level of difficulty: Hard
82. In making choices, the media planner has to rely on measurement services that
provide estimates of audience size, composition, and media cost.
Answer: True
Page: 580
Level of difficulty: Easy
83. In choosing media, the advertiser faces both a macroscheduling and a
microscheduling problem.
Answer: True
Page: 581
Level of difficulty: Medium
84. Advertisers have the choice of concentrated, continuous, or episodic when deciding
on the advertisements timing patterns.
Answer: False
Page: 582
Level of difficulty: Medium
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Part 7: Communicating Value
85. Most advertisers try to measure the communication effect of an ad- that is, its
potential effect on awareness, knowledge, preference, and sales effect.
Answer: True
Page: 583
Level of difficulty: Medium
86. Communication-effect research seeks to determine whether an ad is communicating
effectively.
Answer: True
Page: 583
Level of difficulty: Easy
87. Advertising’s sales effect is generally no more difficult to measure than its
communication effect.
Answer: False
Page: 584
Level of difficulty: Medium
88. Researchers try to measure the sales impact through analyzing historical or
experimental data.
Answer: True
Page: 584
Level of difficulty: Medium
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.
Answer: True
Page: 585
Level of difficulty: Easy
90. Sellers use incentive-type promotions to attract new triers, to reward loyal customers,
and to increase the repurchase rates of occasional users.
Answer: True
Page: 586
Level of difficulty: Medium
91. Advertising typically builds brand loyalty and sales promotions weaken brand
loyalty.
Answer: True
Page: 586
Level of difficulty: Hard
92. For consumers, ideally, sales promotions would have short-run sales impact as well as
long-run brand equity effects.
Answer: True
Page: 587
Level of difficulty: Hard
93. Examples of retailer promotions include price cuts, feature advertising, retailer
coupons, and retailer contests or premiums.
Answer: True
Page: 587
Level of difficulty: Medium
94. Studies have shown that sales promotions are NOT effective when used in
conjunction with advertising.
Answer: False
Page: 588
Level of difficulty: Medium
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.
Answer: True
Page: 589
Level of difficulty: Medium
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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
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.
Answer: True
Page: 591
Level of difficulty: Medium
97. Developing successful sponsored events involves choosing the appropriate events;
designing the optimal sponsorship program for the event; and managing the event
dynamics properly.
Answer: False
Page: 592
Level of difficulty: Medium
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.
Answer: True
Page: 593
Level of difficulty: Medium
99. Public relations involves a variety of programs designed to promote or protect a
company’s image or its individual products.
Answer: True
Page: 593
Level of difficulty: Easy
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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Part 7: Communicating Value
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.
Pages: 575–576
Level of difficulty: Hard
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.
Page: 573
Level of difficulty: Hard
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 mediaallocation; and (5) measurement—communication impact and sales impact.
Page: 568
Level of difficulty: Hard
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.
Page: 589
Level of difficulty: Medium
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.
Page: 594
Level of difficulty: Medium
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
Answer: c
Page: 568
Level of difficulty: Medium
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
Answer: c
Page: 569
Level of difficulty: Medium
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.
Answer: b
Page: 570
Level of difficulty: Medium
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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
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.
Answer: a
Page: 571
Level of difficulty: Medium
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
Answer: e
Page: 572
Level of difficulty: Easy
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
Answer: a
Page: 573
Level of difficulty: Medium
116.
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 I
d. E = R x A
e. E = R x F
Answer: e
Page: 574
Level of difficulty: Medium
525
Part 7: Communicating Value
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
Answer: d
Page: 575
Level of difficulty: Hard
118.
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
Answer: a
Page: 577
Level of difficulty: Medium
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
Answer: a
Page: 578
Level of difficulty: Medium
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
Answer: a
Page: 579
Level of difficulty: Medium
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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
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
Answer: b
Page: 580
Level of difficulty: Medium
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
Answer: a
Page: 592
Level of difficulty: Medium
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
Answer: a
Page: 582
Level of difficulty: Hard
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
Answer: c
Page: 594
Level of difficulty: Medium
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Part 7: Communicating Value
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
Answer: e
Page: 583
Level of difficulty: Hard
126.
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
Answer: e
Page: 583
Level of difficulty: Medium
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
Answer: e
Page: 584
Level of difficulty: Hard
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
Answer: a
Page: 593
Level of difficulty: Hard
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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
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
Answer: c
Page: 585
Level of difficulty: Easy
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.
Page: 568
Level of difficulty: Medium
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).
Page: 570
Level of difficulty: Medium
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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Part 7: Communicating Value
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 baitand-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.
Page: 574
Level of difficulty: Easy
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.
Page: 574
Level of difficulty: Easy
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.
Pages: 575–576
Level of difficulty: Hard
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.
Page: 577
Level of difficulty: Medium
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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Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
Suggested Answer: The four choices are continuity, concentration, flighting, and
pulsing.
Page: 582
Level of difficulty: Hard
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.
Page: 583
Level of difficulty: Easy
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.
Page: 584
Level of difficulty: Hard
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.
Page: 586
Level of difficulty: Medium
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.
Page: 587
146.
Level of difficulty: Medium
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.
Page: 591
Level of difficulty: Medium
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.
Page: 592
Level of difficulty: Medium
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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.
Pages: 593–594
Level of difficulty: Hard
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.
Page: 594
Level of difficulty: Hard
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.
Page: 596
Level of difficulty: Medium
532