Angelo State University - BUS 6301

Question1)Owned media encompasses various types of media such as:

company-owned retail stores.

company-owned social media channels.

employee uniforms and truck signage.

product catalogs.

All of the answers are correct.

Question 2

Consumer-controlled media encompasses which of the following types of communications?

Reviews of a company's new product by magazine journalists

Product placement in nationally syndicated television programs

News coverage of a new product introduction

Online advertising

Rating websites with user-generated content

Question 3

The makers of Red Bull Energy Drink want to generate earned media and create associations between the brand and popular culture. Which of the following types of media vehicle may be particularly useful in this strategy?

Fifty-cent coupons distributed via direct mail

Advertising in the prime-time television show The Voice

Student brand ambassadors

Giving away free samples of Red Bull

Sponsorship of the Cliff Diving World Series

Question 4

In the six Ms model of marketing communications, strategic intent refers to:

mission and money.

market and media.

message and market.

mission and market.

All of the answers are correct.

Question 5

Good storytelling in advertising contains four classic elements. Which of the following elements is NOT one of them?

Plot

Conflict

Message

Characters

            Media

Question 6

The basketball season is about to start, and the owners of the Red Lions team want to advertise that fact in their home metropolitan area. They plan to run a full-page newspaper ad in Metro News. The readership of Metro News is 850,000 and the cost of the ad is $82,000. What is the cost per thousand (CPM) of this campaign?

$0.50

$30.00

$56.22

$96.47

$102.08

Question 7

A major challenge in designing marketing communications is being able to grab the attention of the target audience in a crowded media field. Which of the following factor(s) contribute to creating this challenge?

Fragmentation of mass media

Proliferation of alternative ways to reach consumers

Increasing skepticism of consumers in receiving marketers' messages

Desire of consumers to co-create the meaning of brands

All of the answers are correct.

Question 8

When marketers use communications tools such as Facebook-sponsored ads and Amazon's product suggestions, which of the following types of marketing are they using?

Segment marketing

Consumer-to-consumer marketing

Customized marketing

Mass marketing

Business-to-business marketing

Question 9

Some firms set their communications budgets by observing the spending of their closest competitors. A characteristic or example of this competition-based approach is:

setting the budget as a percentage of total industry communications spending.

setting the budget to equal the spending of the company's closest competitors.

that it can create problems if competitors are not budgeting strategically.

using the share-of-voice budgeting approach.

All of the answers are correct.

Question 10

Which of the following statements about the advertising-to-sales ratio approach to budgeting for marketing communications is TRUE?

It is reliable because it does not vary dramatically across product categories.

It can be calculated easily without having to analyze customers, competitors, and other contextual factors.