QuestionChapter 18: Managing Mass Communications:

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

d. key actors to be used in the commercial

e. none of the above

7. In deciding on an ad budget, marketers must 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

8. A good ad normally focuses on one or two ________.

a. important environmental factors

b. subliminal messages

c. core selling propositions

d. easily identifiable celebrities

e. consumer interest items

9. Television is the most powerful advertising medium. 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

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

f. detailed

g. specific

h. informational

i. historical

j. usage

10. Of the elements of a print advertisement, the ________ matters the most when it comes to the ad’s effectiveness.

a. headline

b. copy

c. picture

d. font

e. color

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

a. disk jockeys

b. flexibility

c. format

d. age of audience

e. none of the above

12. The obvious disadvantages of radio include ________.

a. the relatively passive nature of the consumer processing

b. excessive visual stimulus

c. consumers’ ability to fast forward through advertisements

d. consumers’ typical commitment to a single radio station

e. all of the above

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

a. copy other’s ads

b. make false claims

c. advertise to children

d. advertise after 3 a.m.

e. demonstrate a product

14. ________ 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

15. Puffery is defined as ________.

a. a description of a bakery product

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

c. simple exaggerations

d. lies

e. legal nontruths

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

a. strategy, users, and media

b. target markets, users, and heavy users

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