University of Houston, Downtown

MBA 6208

Chapter 20 Managing Mass Communications: Advertising, Promos, Events & Experiences, & Public Relations

1. An advertising                      is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.
   1. medium
   2. objective
   3. channel
   4. budget
   5. copy

2.                      advertising aims to create brand awareness and knowledge of new products or new features of existing products.
   1. Informative
   2. Corporate
   3. Reinforcement
   4. Persuasive
   5. Reminder

3. When Lola asked what the advertising campaign should say, she was concerned with which of the five Ms?
   1. Mission
   2. Money
   3. Message
   4. Media
   5. Measurement

4.                      advertising aims to create liking, preference, conviction, and purchase of a product or service.
   1. Corporate
   2. Reminder
   3. Persuasive
   4. Reinforcement
   5. Informational

5. Comparative advertising works best when                  .
   1. it elicits cognitive and behavioral motivations simultaneously
   2. the firm is trying to minimize brand dilution
   3. consumers are processing advertising in a detailed, analytical mode
   4. it elicits affective motivation, followed by cognitive motivation
   5. the advertising message uses negative fear appeals

6.                      advertising aims to stimulate repeat purchase of products and services.
   1. Reinforcement
   2. Comparative
   3. Persuasive
   4. Informational
   5. Reminder

7. The "Got Milk" campaign was intended to boost sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign is an example of advertising.
   1. informational
   2. reminder
   3. institutional
   4. comparative
   5. reinforcement

8.                      advertising aims to convince current purchasers that they made the right choice.
   1. Persuasive
   2. Informational
   3. Reinforcement
   4. Reminder
   5. Comparative

9. The predominant response function for advertising is often concave, but when it is S-shaped,              .
   1. sales are flat, and advertising does not generate any sales impact
   2. any increase in advertising spending results in a proportionally positive increase in sales
   3. any increase in advertising spending results in a proportionally negative decrease in sales
   4. some positive amount of advertising is necessary to generate any sales impact, but sales increases eventually flatten out
   5. advertising is not necessary to generate any sales impact

10. Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?
    1. The advertised product belongs to a nascent product category.
    2. The company is not the market leader.
    3. The advertised brand is superior to the market leader.
    4. The product class is mature.
    5. Brand usage for the product is very high.

11. Which of the following statements is true of the factors that affect an advertising budget?
    1. High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share.
    2. Brands in less-differentiated or commodity-like product classes require less advertising to establish a unique image.
    3. New products typically merit large advertising budgets to build awareness and to gain consumer trial.
    4. In a market with few competitors and moderate advertising spending, a brand must advertise more heavily to be heard.
    5. Established brands usually are supported with high advertising budgets, measured as a ratio to sales.

12. Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as      .
    1. disintermediation
    2. public relations
    3. vertical integration
    4. reintermediation
    5. crowdsourcing

13. An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

14. Persuasive advertising aims to create brand awareness and knowledge of new products or new features of existing products.

15. Reinforcement advertising aims to stimulate repeat purchase of products and services.

16. When Staples introduced a new $69.99 paper-shredding device called the MailMate in 2006 by striking a two-episode deal with NBC's popular television program, The Office, it was using product placement.

17. If the product class is mature, then the advertising objective is to convince the market of the brand's superiority.

18. Puffery refers to simple exaggerations in advertisements that are not meant to be believed and are considered illegal.

19. Advertising elasticities were estimated to be higher for established (0.3) than for new (0.1) products.

20. What you say (ad copy) is more important than the number of times you say it (ad frequency).

21. Kraft utilized customers to name its new flavor of its iconic Vegemite product, and their selection, iSnack 2.0, increased sales dramatically.

22. Place advertising, or out-of-home advertising, is a broad category that includes many creative and unexpected forms to grab consumers' attention, including all of the following EXCEPT   .
    1. billboards
    2. yellow pages
    3. public spaces
    4. product placement
    5. point of purchase

23. Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?
    1. television
    2. radio
    3. newspapers
    4. magazines
    5. billboards

24. TV advertising is considered to be particularly advantageous because                 .
    1. the low volume of nonprogramming material on television makes it difficult for consumers to ignore or forget ads
    2. it provides detailed product information and effectively communicates user and usage imagery
    3. it can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits
    4. TV channels are very targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response
    5. it lets companies achieve a balance between broad and localized market coverage

25. According to researchers, which of the following is the correct order in which content of print advertisements matter?
    1. picture-headline-copy
    2. copy-picture-headline
    3. headline-copy-picture
    4. picture-copy-headline
    5. copy-headline-picture

26. Which of the following is the main advantage of radio as an advertising medium?
    1. low competition
    2. more attention than television
    3. longer duration of ad exposure
    4. flexibility
    5. standardized rate structures

27.                      refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.
    1. Puffery
    2. Boosterism
    3. Astroturfing
    4. Doublethink
    5. Subliminal advertising

28.                      is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
    1. Media scheduling
    2. Content analysis
    3. Media selection
    4. Communication design
    5. Copy testing

29. The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as .
    1. range
    2. impact
    3. intensity
    4. reach
    5. frequency

30. The number of times within a specified time period that an average person or household is exposed to an advertising message is known as             .
    1. impact
    2. frequency
    3. amplitude
    4. reach
    5. depth

31. The qualitative value of an exposure through a given medium is known as                 .
    1. frequency
    2. reach
    3. amplitude
    4. impact
    5. range

32. Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?
    1. E = reach × frequency
    2. E = (reach × frequency) / impact
    3. E = reach × frequency × impact
    4. E = (reach + frequency) / impact
    5. E = frequency / reach

33. The weighted number of exposures (WE) of an advertising message over a given medium is given by               .
    1. WE = reach × frequency
    2. WE = (reach × frequency) / impact
    3. WE = reach × frequency × impact
    4. WE = (reach + frequency) / impact
    5. WE = frequency / reach

34. Under which of the following conditions is the reach of media the most important factor in media selection?
    1. when introducing frequently purchased brands
    2. when going into a defined target market
    3. when launching extensions of well-known brands
    4. when there are strong competitors to a brand
    5. when there is high consumer resistance to the product

35. Under which of the following conditions is the frequency the most important factor in media selection?
    1. when introducing flanker brands
    2. when launching infrequently purchased brands
    3. when going into undefined target markets
    4. when there is high consumer resistance to the product
    5. when there is modest competition to the brand in the market

36. What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?
    1. 10
    2. 15

C) 160

D) 240

E) 360

37. What is the weighted number of exposures of a media schedule that reaches 80 percent of the target audience, with an exposure frequency of 4 and impact value of 2?
    1. 10

B) 160

C) 240

D) 320

E) 640

38. Which of the following is an advantage of using newspapers as an advertising medium?
    1. long lifespan
    2. high reproduction quality
    3. huge "pass-along" audience
    4. high level of targeting
    5. good local market coverage

39. Which of the following is a disadvantage of using newspapers as an advertising medium?
    1. lack of flexibility
    2. high costs of advertisement space
    3. poor reproduction quality
    4. low believability
    5. absence of local market coverage

40. Which of the following is an advantage of using television as an advertising medium?
    1. high attention and reach
    2. low absolute cost
    3. absence of clutter
    4. long duration of ad exposure
    5. high audience selectivity

41. Which of the following is a disadvantage of using television as an advertising medium?
    1. high absolute cost
    2. low audience attention
    3. lack of reach among audience
    4. high audience selectivity
    5. absence of clutter

42. Which of the following is an advantage of using radio as an advertising medium?
    1. higher attention than television
    2. standardized rate structures
    3. long duration of ad exposure
    4. high quality reproduction
    5. high geographic selectivity

43. Which of the following is a disadvantage of using direct mail as an advertising medium?
    1. low audience selectivity
    2. lack of flexibility
    3. high competition within same medium
    4. relatively high cost
    5. lack of personalization of advertising message

44. Which of the following is an advantage of using magazines as an advertising medium?
    1. high-quality reproduction
    2. short ad purchase lead time
    3. high efficiency in circulation
    4. no ad competition in same medium
    5. low cost of advertising

45. Which of the following is a disadvantage of using magazines as an advertising medium?
    1. low geographic and demographic selectivity
    2. long ad purchase lead time
    3. low-quality reproduction
    4. small "pass-along" readership
    5. lack of credibility

46. Which of the following is a disadvantage of using outdoor media for advertising?
    1. low flexibility
    2. low repeat exposure
    3. limited audience selectivity
    4. high costs
    5. greater competition

47. Which of the following is an advantage of using Yellow Pages as an advertising medium?
    1. low competition
    2. high believability
    3. short ad purchase lead time
    4. greater scope for creativity
    5. lack of clutter

48. Which of the following is a disadvantage of using Yellow Pages as an advertising medium?
    1. high competition
    2. poor local market coverage
    3. low believability
    4. lack of adequate reach
    5. high total costs

49. Which of the following is a disadvantage of using the Internet as an advertising medium?
    1. limited audience selectivity
    2. increasing clutter
    3. lack of interactive possibilities
    4. relatively high costs involved
    5. fleeting ad exposure time

50. Which of the following is a disadvantage of using newsletters as an advertising medium?
    1. low audience selectivity
    2. high chances of runaway costs
    3. lack of adequate control
    4. relatively high costs
    5. lack of interactive possibilities

51. Pepe Homes manufactures a range of bathroom accessories and fittings that include bathtubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer marketers a high degree of audience selectivity and high- quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?
    1. outdoor media
    2. radio
    3. magazines
    4. television
    5. newspapers

52. Moonburst is a newly launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to better promote Moonburst, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and the ability to fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade-off audience selectivity and creative possibilities if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?
    1. outdoor media
    2. radio
    3. magazines
    4. television
    5. Yellow Pages

53. Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?
    1. brand extension
    2. flyposting
    3. co-branding
    4. product placement
    5. ambush marketing

54. The popular music talent show American Idol has been generally acknowledged as the most profitable TV series in US history, in terms of advertising and merchandising revenue. Major sponsors of the show include Coca-Cola, AT&T Wireless, and iTunes, among others. Cups bearing the Coca-Cola logo were a prominent prop found on the show's judges' tables. The show also urged viewers to vote for contestants using AT&T's sms service. Contestants were routinely shown rehearsing for their performances with the help of Apple iPods. Which of the following advertising practices is apparent in this example?
    1. ambush advertising
    2. product placement
    3. angel dusting
    4. co-branding
    5. subliminal advertising

55. Which of the following media timing factors expresses the rate at which new customers enter the market?
    1. buyer turnover
    2. purchase frequency
    3. media reach
    4. weighted number of exposures
    5. advertising impressions

56.   is the number of times the average buyer buys a product during the period.
    1. Buyer turnover
    2. Purchase frequency
    3. Customer retention rate
    4. Advertising impressions
    5. Total number of exposures

57. In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?
    1. concentration
    2. pulsing
    3. flighting
    4. continuity
    5. frequency capping

58. Which of the following types of advertising timing patterns calls for spending all advertising dollars in a single period?
    1. frequency capping
    2. flighting
    3. concentration
    4. pulsing
    5. continuity

59. Dante is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for the ads of a department store chain to target the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads?
    1. continuity
    2. flighting
    3. pulsing
    4. concentration
    5. frequency capping

60. Advertisements for which of the following product categories would merit a continuous advertising timing pattern the most?
    1. air conditioners
    2. life insurance
    3. breakfast cereal
    4. automobiles
    5. holiday package tours

61.                      is an advertising timing pattern that calls for advertising during a certain period, followed by a period with no advertising, followed by a second specific period of advertising activity.
    1. Pulsing
    2. Continuity
    3. Flighting
    4. Concentration
    5. Frequency capping

62. Flighting as an advertising timing pattern is most useful when                                                                                                     .
    1. purchase cycle is rather frequent
    2. substantial advertising budget is available
    3. items are seasonal
    4. tightly defined buyer categories exist
    5. there are expanding market situations

63. Advertisements for which of the following product categories would be most effective when used with a flighting pattern?
    1. breakfast cereal
    2. detergents
    3. beer
    4. electric bulbs
    5. refrigerator

64.   is continuous advertising at low levels, reinforced periodically by waves of heavier activity.
    1. Flighting
    2. Frequency capping
    3. Pulsing
    4. Concentration
    5. Session capping

65.   seeks to determine whether an ad is communicating effectively.
    1. Copy testing
    2. Flighting
    3. Pulsing
    4. Frequency capping
    5. Square inch analysis

66. Share of               represents the proportion of company advertising of a product to all advertising of that product.
    1. wallet
    2. mind
    3. voice
    4. market
    5. cost

67. Established brands usually are supported with lower advertising budgets, measured as a ratio to sales.

68. Brands in highly differentiated product classes require heavy advertising to establish a unique image.

69. Print advertising, newspapers and magazines, is generally acknowledged as the most powerful advertising medium.

70. Although newspapers are timely and pervasive, magazines are typically more effective at building user and usage imagery.

71. Researchers studying print advertisements report that the picture, headline, and copy matter in that order.

72. Reach of an advertising message is most important when launching new products, flanker brands, extensions of well- known brands, or infrequently purchased brands.

73. The higher the forgetting rate associated with a brand, product category, or message, the lower the warranted level of repetition.

74. The rationale behind place advertising is that marketers are better off reaching people where they work, play, and shop.

75. Outdoor advertising is more effective at creating new brand associations than enhancing brand awareness or brand image.

76. The macroscheduling decision calls for allocating advertising expenditures within a short period to obtain maximum impact.

77. The forgetting rate is the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the advertising should be.

78. Concentrated advertising is well suited for products with one selling season or related holiday.

79. An advertiser makes "local buys" when it buys TV time in just a few markets or in regional editions of magazines.

92. Which of the following elements of the marketing communications mix 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?
    1. advertising
    2. public relations
    3. sales promotion
    4. events and experiences
    5. personal selling

93. Which of the following is an example of a trade promotion?
    1. free samples
    2. discount coupons
    3. display allowances
    4. contests for sales reps
    5. premiums

94. Which of the following is an example of a business and sales force promotion?
    1. advertising allowance
    2. free samples
    3. contests for sales reps
    4. display allowance
    5. discount coupons

95. Sales promotion expenditures increased as a percentage of budget expenditure for a number of years. Growth has, however, recently slowed. Which of the following is a factor that has contributed to the growth of sales promotion expenditures?
    1. Many brands have come to be seen as dissimilar.
    2. The efficiency of advertising as a promotion has improved.
    3. The trade demands more deals from manufacturers.
    4. Consumers have become less price-oriented.
    5. The number of brands in the market has decreased.

96. According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?
    1. increased brand loyalty
    2. focus on long-run marketing planning
    3. improved brand-quality image
    4. increased price sensitivity
    5. greater coupon redemption rates

97. Which of the following is an example of a manufacturer promotion?
    1. price cuts
    2. feature advertising
    3. retailer coupons
    4. high-value trade-in credit
    5. retailer contests or premiums

98. Which of the following is a sales promotion tool that is consumer franchise building in nature?
    1. price-off packs
    2. contests and sweepstakes
    3. consumer refund offers
    4. trade allowances
    5. frequency awards

99. Which of the following is a sales promotion tool that typically does NOT build brand image?
    1. consumer refund offers
    2. free samples
    3. premiums related to the product
    4. frequency awards
    5. coupons that include a selling message