Managing Mass Communications questions

Managing Mass Communications questions

Subject: Communications    / Advertising
Question

GENERAL CONCEPT QUESTIONS

Multiple Choice

1. In developing an advertising program, marketing managers can make five major decisions known as “the five Ms. Which of the following is NOT part of “the five Ms.”

a. mission

b. money

c. message

d. media

e. minimum

2. Today, advertising agencies are redefining themselves as ________.

a. communications companies

b. direct marketing companies

c. marketers

d. full-service companies

e. none of the above

3. Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or ________.

a. create interest

b. purchase

c. create demand

d. reinforce

e. introduce

4. When setting the advertising budget, marketers must consider five specific factors. Which of the following is one of the “factors” that must be considered?

a. Message details.

b. Cost of television time.

c. Cost of new product’s development.

d. Stage in the product life cycle.

e. Buyer’s reaction to the campaign.

5. In designing and evaluating an ad campaign, it is important to distinguish the message strategyor positioning of an ad from its ________.

a. brand strategy

b. creative strategy

c. test strategy

d. medium strategy

e. corporate strategy

6. A creative briefis an elaboration of the positioning statement and includes such items as ________.

a. key brand benefits

b. detail instructions for the director of the commercial

c. detailed instructions for the print ads

d. key actors to be used in the commercial

e. none of the above

7. Television is the most powerful advertising medium. Television can be an effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits. Second, TV advertising can be a compelling means for dramatically portraying user and usage imagery, brand personality, and other brand ________.

a. sounds

b. sights

c. intangibles

d. tangibles

e. components

8. Print media provides much ________ product information and can also effectively communicate user and usage imagery.

a. detailed

b. specific

c. informational

d. historical

e.. usage

9. Radio’s main advantage lies in its ________.

a. disk jockeys

b. flexibility

c. format

d. age of audience

e. none of the above

10.Advertisers prepare a copy strategy statementdescribing the ________, content, support, and tone of the desired ad.

a. frequency

b. size

c. opinions

d. demographics

e. objective

11. Under U.S. law, advertisers must not ________.

a. copy other’s ads

b. make false claims

c. advertiser to children

d. advertise after 3 a.m.

e. demonstrate a product

12. “Puffery” is defined as ________.

a. a description of a bakery product

b. used in sales brochures to tout the benefits of a product

c. simple exaggerations

d. lies

e. non-truths but legal

13. In choosing the proper media to carry the message, advertisers must decide on ________.

a. strategy, users, media

b. target markets, users, heavy users

c. markets, target markets, consumers

d. reach, impact, television stations

e. reach, frequency, impact

14. ________ is most important when launching new products, flanker brands, or extensions of well-known brands.

a. Media selection

b. Weighted exposures

c. Impact

d. Reach

e. Frequency

15.One of the advantages of television is that it combines sight, sound, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its ________.

a. use of the “remote control” to zap through commercials

b. high clutter

c. cable channels

d. fragmented markets

e. censorship possibilities

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

a. T

b. M

c. S

d. Y

e. C

17.Marketers are using creative and unexpected ad placements to grab consumers’ attentions in ________ advertising.

a. market specific

b. customer specific

c. space

d. nontraditional

e. place

18.Marketers pay fees so that their products make cameo appearances in movies and on television. This is called ________.

a. branded entertainment

b. point-of-purchase

c. advertorials

d. product placement

e. individualization

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

a. point-of-decision

b. product placement

c. point-of-purchase

d. branding

e. advertising

20.The main advantage of nontraditional media is that a very precise and—because of the nature of the setting involved—captive audience often can be reached in a ________ manner.

a. new

b. effective

c. cost-effective

d. targeted

e. individualized

21. Television audience size has several possible measures. These include circulation, audience, and ________.

a. non-exposed audience

b. total circulation

c. exposed audience

d. listening audience

e. effective audience

22.The ________ involves scheduling the advertising in relation to seasons and the business cycle.

a. effective ad-exposed audience

b. editorial quality

c. ad placement policies

d. macro scheduling problem

e. micro scheduling problem

23.In launching a new product, the advertiser has to choose among continuity, concentration, flighting, and ________.

a. reflective

b. periodic

c. continuous

d. pulsing

e. running

24.A company has to decide on how to allocate its advertising budget over space as well as over time. A company makes “spot buys” when it buys TV time in just a few markets or in regional editions of magazines. These markets are called ________.

a. areas of dominant influence

b. trading areas

c. short term marketing opportunities

d. SMSA

e. none of the above

25.________ seeks to determine whether an ad is communicating effectively.

a. Targeted marketing research

b. Customer feedback

c. Copy testing

d. Marketing research

e. Communication-effects research

26.There are three major methods of pretesting ads. These are consumer feedback, ________, and laboratory test.

a. pre-launch testing

b. copy testing

c. direct testing

d. telephone inquiries

e. portfolio testing

27. One of the “tips” provided by Nike’s ad agency, Weiden and Kennedy, about what works in good economic times as well as bad is to ________.

a. make noise

b. get noticed

c. hit the “TV” hard

d. cut back on promotions

e. none of the above

28.A company’s “share of advertising” expenditures should produce an ultimate ________.

a. share of business

b. share of heart

c. share of voice

d. share of market

e. share of mind

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

a. intensify

b. foster

c. demand

d. stimulate

e. create

30.Sales promotions include tools for ________ promotion, trade promotion, and business, and sales-force promotions.

a. incentive

b. reasons

c. target

d. prospects

e. consumer

31.Sales promotions used in markets of high brand similarity can product a high sales response in the short run but little ________ gain in market share.

a. significant

b. “real”

c. short-term

d. incremental

e. permanent

32.Sales promotion, with its incessant prices off, coupons, deals, and premiums, may ________ the product offering in the buyers’ mind.

a. detract

b. augment

c. confuse

d. devalue

e. increase

33.Research has shown that sales promotions yield faster and more measurable responses in sales than advertising does but do not tend to yield new, ________ buyers in mature markets.

a. strong

b. fickle

c. loyal

d. short-term

e. long-term

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

a. promotions

b. retailer promotions

c. manufacturer franchise building

d. retailer franchise building

e. consumer franchise building

35. Sales promotion when combined with feature advertising, and point-of-purchase displays, should increase sales volume by ________ .

a. 24 percent

b. no change

c. 5 percent

d. 10 percent

e. none of the above

36. When two or more brands or companies team up on coupons, refunds, and contests to increase pulling power, it is called ________.

a. price packs

b. frequency promotions

c. team promoting

d. tie-in promotions

e. cross-promotions

37.When retailers buy a greater quantity of product during a deal period than they can sell during the deal period we call this ________.

a. purchasing intent

b. forward buying

c. trade buying

d. de-facto buying

e. none of the above

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

a. 46.9 percent

b. 40 percent

c. 50 percent

d. 60 percent

e. 44.5 percent

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

a. Two weeks per quarter/two weeks.

b. Six weeks per quarter/length of the average purchase cycle.

c. Four weeks per quarter/length of the average purchase cycle.

d.Three weeks per quarter/length of the average purchase cycle.

e. None of the above.

40.In deciding to use a particular incentive, marketers have several factors to consider. One of these factors is ________.

a. duration

b. distribution vehicle

c. promotion budget

d. timing

e. all of the above

41.According to IEG Sponsorship Report, $11.14 billion will be spent on sponsorships in North America during 2004, with ________ going to sports.

a. 75 percent

b. 30 percent

c. 69 percent

d. 60 percent

e. 50 percent

42.One of the reasons marketers sponsor events is to ________ with a particular target market or life cycle.

a. identify

b. capitalize upon

c. foster

d. increase exposure

e. none of the above

43.One of the potential disadvantages of sponsorships is that the success of an event can often be ________ and some consumers may still resent the commercialization of events.

a. attract unfavorable media attention

b. cancelled

c. illegal

d. unpredictable

e. unfavorable to the sponsor

44.There are two basic approaches to measuring the effects of sponsorship activities. The supply-side method focuses on potential exposure by assessing the extent of media coverage. The demand-side method focuses on reported ________ from consumers.

a. exposure

b. seen

c. heard

d. compensated

e. none of the above

45.________ involve(s) a variety of programs designed to promote or protect a company’s image or its individual products.

a. Corporate Communications

b. Press releases

c. Press relations

d.Publicity

e. Public Relations

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

a. create publicity

b. protecting the company from liabilities

c. assisting in repositioning a mature product

d.securing free ad spaces

e. building a word of mouth campaign

47.MPR can build ________ by placing stories in the media to bring attention to a product, service, person, organization, or idea.

a. talk

b. stories

c. awareness

d. “buzz”

e. exposure

48. The major tools in a marketing MPR department include publications, events, sponsorships, ________, speeches, public-service activities, and identity media.

a. customers

b. managers

c. news

d. Universities

e. Colleges

49. The easiest measure of MPR effectiveness is the number of ________ carried by the media.

a. stories

b. exposures

c. customers

d. articles

e. none of the above

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

a. change

b. increase

c. decrease

d. exposure

e. all of the above

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

a. Advertising

b. Prospecting

c. Media

d. Marketing

e. Public Relations

52.A good ad normally focuses on one or two ________ selling propositions.

a. important

b. subliminal

c. core

d. easily identifiable

e. consumer interest

53.________ is finding the most cost-effective media to deliver the desired number and types of exposures to the target audience.

a. Weight

b. Frequency

c. Reach

d.Media buying

e. Media selection

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

a. Buyer’s demographics

b. Purchase frequency

c. Purchase intent

d.Buyer turnover

e. Buyer profile

55. The ________ is the rate at which the buyer forgets the brand.

a. designated rate

b. purchase frequency

c. purge rate

d. turnover rate

e. forgetting rate