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此文档收集于网络，如有侵权，请联系网站删除 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 Page: 569 Level of difficulty: Medium 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 Page 571 Level of difficulty: Medium 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 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 Page: 576 Level of difficulty: Medium 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 Page: 580 Level of difficulty: Medium 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 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 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 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 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 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 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 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 Page: 569 Level of difficulty: Easy 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 non-programming 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.

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