25 May Advertising objectives can be classified according to whether their aim is to inform, persuade, remind,
Question
Chapter 18: Managing Mass Communications:
Advertising, Sales Promotions, Events and Experiences,
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 one of the five Ms?
a. Mission
b. Money
c. Message
d. Media
e. Minimum
2. ________ 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
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 the________.
a. message details
b. cost of television time
c. cost of new product 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. detailed instructions for the director of the commercial
c. detailed instructions for the print ads
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