Question1. Marketing public relations (MPR) supports co

1. Marketing public relations (MPR) supports corporate or product promotion and image making and plays a crucial role in ________.

a. creating publicity

b. protecting the company from liabilities

c. repositioning a mature product

d. securing free ad spaces

e. building a word-of-mouth campaign

2. MPR serves a special constituency, ________.

a. the finance department

b. consumer activists

c. shareholder activists

d. the marketing department

e. ad agencies

3. 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

4. The major tools in an MPR department include publications, events, sponsorships, ________, speeches, public service activities, and identity media.

a. customers

b. managers

c. news

d. universities

e. colleges

5. 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

6. A better measure to evaluate the effectiveness of MPR is to measure ________.

a. the change in product awareness

b. the number of exposures carried by the media

c. the number of minutes of radio airtime garnered

d. the difference between PR costs and advertising space expense

e. the extent of viewer repeat exposure

True/False

7. 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.

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

9. One of the five specific factors that must be considered when setting an advertising budget is the amount of money available from top management.

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

11. A creative brief is an elaboration of the positioning statement of the brand.

12. 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.

13. Because of the fleeting nature of the television ad, and the distracting creative elements often found in it, product-related messages and the brand itself can be overlooked.

14. One of the advantages of print ads is that they can provide dynamic presentations and demonstrations as well as provide much detailed information.

15. One of the advantages of radio advertising is its flexibility.

16. Sellers in the United States are legally obligated to avoid bait-and-switch advertising that attracts buyers under false pretenses.

17. Media selection is finding the most cost-effective media to deliver the desired number and types of exposures to the target audience.

18. The total number of exposures in a marketing advertising campaign can be expressed in the formula: E = Rx F.

19. The weighted number of exposures to an advertising campaign is reach times average frequency times average impact, or WE = R x F x I.

20. Frequency is most important where there are weak competitors, a complex story to tell, low consumer resistance, or an infrequent purchase cycle.

21. One of the limitations of newspapers is their short life span.

22. Advertising in the Yellow Pages offers excellent local coverage and wide reach at low cost, but also carries high competition and creative limitations.

23. Place advertising, also called out-of-home advertising, is a broadly defined category that captures many different alternative advertising forms.

24. In product placement advertisements, marketers pay a fee to have their products make cameo appearances in movies, films, and television shows.

25. “Branded entertainment” is where editorial content is produced that reflects favorably on the product or brand.

26. One of the appeals of point-of-purchase advertisements, as one study suggested, is that the bulk of all buying decisions are made in the store.

27. Strategically, outdoor advertising is often more effective at enhancing brand awareness or reinforcing brand image than creating new brand associations.

When calculating the cost per thousand persons reached by a vehicle, marketers need to adjust the measure for audience quality and audience-attention probability.

28. In choosing media, the advertiser faces both a macroscheduling and a microscheduling problem.

29. Advertisers have the choice of concentrated, continuous, or episodic when deciding on the advertisements timing patterns.

30. Most advertisers try to measure the communication effect of an ad—that is, its potential effect on awareness, knowledge, preference, and sales.

31. Communication-effect research seeks to determine whether an ad is communicating effectively.

32. Advertising’s sales effect is generally no more difficult to measure than its communication effect.

33. Researchers try to measure the sales impact through analyzing historical or experimental data.

34. 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.

35. Sellers use incentive-type promotions to attract new triers, to reward loyal customers, and to increase the repurchase rates of occasional users.

36. Advertising typically builds brand loyalty, and sales promotions can weaken brand loyalty.

37. For consumers, ideally, sales promotions would have short-run sales impact as well as long-run brand equity effects.

38. Examples of retailer promotions include price cuts, feature advertising, retailer coupons, and retailer contests or premiums.

39. Studies have shown that sales promotions are not effective when used in conjunction with advertising.

40. The growing power of larger retailers has increased the retailer’s ability to demand trade promotion at the expense of consumer promotion and advertising.

41. Marketers report a number of reasons why they sponsor events. One of these reasons is that the firm wishes to identify with a particular target market or lifestyle.

42. Developing successful sponsored events involves choosing the appropriate events; designing the optimal sponsorship program for the event; and managing the event dynamics properly.

43. In measuring an event, the supply-side method attempts to approximate the amount of time or space devoted to media coverage of an event.

44. Public relations involves a variety of programs designed to promote or protect a company’s image or its individual products.

45. Many experts believe that consumers are much more likely to be influenced by editorial copy than by advertising.

Answer: True

Essay

101. In developing an advertising program, marketing managers can make the five major decisions know as the five Ms. List and explain each of these Ms.

102. 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 govern advertising. List some of the restraints imposed upon advertisers and their clients today.

103. The media planner must 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.

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