Eastern Michigan University

MKT 510A

Chapter 16-Managing Mass Communications

 TRUE/FALSE Questions

1)Any paid form of nonpersonal promotion of ideas, goods, or services where the originator of the promotion is known is called public relations and publicity.  

2. When developing an advertising program, the five critical Ms are mission, money, media, message, and measurement.  

3. Reminder advertising works best for new products.  

4. When deciding on an advertising budget, management should consider the product’s substitutability.  

5. The size and age of the China listening audience, along with its expense, make radio a poor choice for advertising.  

6. “Junk mail image” is a disadvantage of choosing magazines as the media delivery tool for a marketing message.  

7. A limitation of newspapers as a medium for delivering marketing communication is that it has a small pass-along audience.  

8. Frequency is measured by the number of times within a specific period that an average person or household is exposed to the marketing message.  

9. A count for media planners is cost per thousand understandings.  

10. The effective ad-exposed audience is the number of people with target audience characteristics who actually saw an advertisement.  

11. Pulsing calls for spending all of the advertising dollars in a single period.  

12. Pulsing is continuous advertising at low-weight levels reinforced periodically by waves of heavier activity.  

13. Copy testing is always done before ads are run.  

14. A firm that wants to attract new consumers, reward loyal customers, or increase the repurchase rate of occasional users would be best served by sales promotion.  

15. Sales promotions may devalue the product in the buyers’ minds.  

16. A coupon is a type of consumer promotion that provides a price reduction after the purchase rather than at the retail store.  

17. A sweepstake calls for consumers to submit an entry to be examined by judges who will select the best entries.  

18. Hui Wong buys a suit in a department store. They charge him¥1,000 but tell him to keep his paperwork and send it with a coupon and he’ll receive a check for $2,00 back from the store. This is an example of a cash refund offer.

19. Sell-in time begins with the launch of a sales promotion and ends when about 95 percent of the deal merchandise is in the hands of consumer.  

20. Marketing public relations plays an important role in defending products that have encountered public problems.  

Multiple Choice Questions

21. Which of the following is NOT one of the five Ms of advertising?

1. Management.
2. Mission.
3. Money.
4. Measurement.
5. Media.

22. “How should results be evaluated?” is the question related to which of the five Ms of advertising?

1. Mission.
2. Measurement.
3. Media.
4. Message.
5. Money.

23. Hospitals are engaged in intense competition to fill their maternity beds. What type of advertising would hospitals most likely use for advertising their new amenities like televisions in every room, seafood on the menu, and late night snacks for the new mothers and their families?

1. Descriptive.
2. Persuasive.
3. Reminder.
4. Informative.
5. Instructive.

24. Within the last couple of years several cosmetics manufacturers have introduced non- clumping mascara. Revlon was one of those manufacturers. Revlon should use

                              advertising to increase selective demand for its non-clumping mascara.

1. descriptive
2. persuasive
3. reminder
4. informative
5. instructive

25. Advertising for Tongrentang medicine shows how Tongrentang is superior to Yunnan Baiyao. This is an example of   advertising.

1. descriptive
2. persuasive
3. reminder
4. informative
5. instructive

26. Abercrombie & Fitch could use          _ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money.

1. persuasive
2. comparative
3. reinforcement
4. informative
5. descriptive

27. When setting the advertising budget, management should consider all of the following factors EXCEPT:

1. product life cycle stage.
2. market share and consumer base.
3. competition and clutter.
4. product substitutability.
5. width of the company’s product line.

28. In developing a creative strategy, advertisers follow all of the following steps EXCEPT:

1. message generation.
2. message evaluation and selection.
3. message execution.
4. subliminal implementation.
5. social responsibility review.

29. Public policy makers have developed a substantial body of laws and regulations to govern advertising. For this reason, an important step in developing an advertising campaign is                            .

1. asking network censors what to cut out of the communication
2. the creative development of the message
3. the social responsibility review

4. preparing a copy strategy statement
5. deciding on R-F-I measures that make sense

30. Zhao is advertising her import-export business and wants to find the most cost- effective way of delivering the desired number and types of message exposures to his target audiences. Zhao is considering her      .

1. marketing plan
2. creative development and execution
3. plan of attack
4. media selection
5. effective appeal

31. The number of different persons exposed to a particular media schedule at least once during some specified time is the of an advertisement.

1. iteration
2. frequency
3. reach
4. impact
5. gross rating points

32. The qualitative value of an exposure through a given media vehicle is called

                                   .

1. iteration
2. frequency
3. reach
4. impact
5. gross rating points

33. Assume you are advertising very expensive authentic Turkish carpets to upscale investors in China. Credibility and prestige are important. The best medium for your advertising message is                     .

1. television
2. newspapers
3. magazine
4. direct mail
5. radio

34. The owner of a dive shop, which provides its customers with scuba training and sells dive equipment and accessories, would like to advertise. He is considering outdoor advertising. Outdoor advertising would          .

1. give his ad high repeat exposure
2. provide tremendous audience selectivity
3. allow the dive shop to create very creative ads
4. not have to contend with clutter
5. provide all of the above benefits to the dive shop

35. Audiences can be measured according to                                                                                                        , which is the number of physical units carrying the advertising.

1. circulation
2. flighting
3. effective audience
4. effective ad-exposed audience
5. continuity

36. Audience size can be measured according to how many people with the right target characteristics are exposed to the ad. This is called     .

1. circulation
2. audience
3. effective audience
4. effective ad-exposed audience
5. bottom-line measure

37. Daisy has formed a company that markets ad space inside elevators. Her first clients are antacids, a dog-walking service, and the local museum’s new exhibit. This is an example of what type of alternative advertising form?

1. Point-of-purchase advertising.
2. Anti-zipping/zapping advertising.
3. Increased intensity advertising.
4. Captured attention advertising.
5. Place advertising.

38. If a 30-second advertisement during an episode of Gilmore Girls costs $160,000 and reaches 8,000,000 viewers, the cost per thousand for a Coca-Cola ad would be

.

a. $2.00

b. $5.00

c. $12.50

d. $15.00

e. $20.00

39. The media-timing pattern in which advertising is run evenly throughout a given

period is called                                      .

1. flighting
2. concentration
3. pulsing
4. bursting
5. continuity

40. A Thailand food restaurant in Hong Kong buys an ad in every issue of its town’s weekly newspaper, and two lunchtime ads every day on the local radio station. The owner has used this pattern of advertising for many years. Which of the following terms

best describes the Thai restaurant’s media timing?

1. Flighting.
2. Concentration.
3. Pulsing.
4. Bursting.
5. Continuity.

41. Which of the following calls for spending all of the advertising dollars in a single period?

1. Bursting.
2. Continuity.
3. Pulsing.
4. Concentration.
5. Flighting.

42. An advertiser on a limited budget that schedules media so that a heavy dose of advertising is followed by a period of no advertising is using a pattern called

                                   .

1. bursting
2. continuity
3. pulsing
4. concentration
5. flighting

43.   is a media timing approach that involves continuous advertising at low- weight levels, reinforced periodically by waves of heavier activity.

1. Bursting
2. Continuity
3. Pulsing
4. Concentration
5. Flighting

44.                is a key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, of particular products or services by consumers or the trade.

1. Advertising
2. Public relations
3. Sales promotion
4. Personal selling
5. Market segmentation

45. Pepsi is using a sales promotion campaign for AMP, its new energy drink based on its popular Mountain Dew recipe. Pepsi is running coupons in magazines aimed at teenagers and college students, offering refund offers for multiple purchases, and mailing samples to homes in selected zip codes. All of the methods that Pepsi is using are types of

                                   .

1. intermediary promotional activities
2. trade promotions
3. public relations activities
4. functional promotions
5. consumer promotions

46. All of the following are examples of tools for consumer promotions EXCEPT:

1. samples.
2. coupons.
3. premiums.
4. prizes.
5. display allowances.

47. A firm that wants to attract new prospects, reward loyal customers, or increase the repurchase rate of occasional users would be best served by                                                                                                              .

1. personal selling
2. direct marketing
3. advertising
4. sales promotion
5. an unbiased public relations article

48. What is the final step in the formula for measuring the sales impact of advertising?

1. Share of market.
2. Share of heart.
3. Share of mind.
4. Share of voice.
5. Share of expenditures.

49. Which is NOT  of sales promotions?

1. One challenge is balancing long- versus short-term objectives when using sales promotions.
2. Promotions may not be used to drive sales of complementary categories. 03
3. Sales promotion may devalue the product in the eyes of the consumer.
4. A price promotion is different from a value-add promotion.
5. Putting a well-known brand on promotion more than 30 percent of the time is risky to the brand.

50. Which of the following is a sales promotion objective used to get retailers to participate?

1. Encouraging purchase of larger-size units.
2. Attracting switchers.
3. Building trial among nonusers.
4. Gaining entry into new outlets.

5. All of the above are sales promotion objectives used to get retailers to participate.

51. When a movie studio uses toys in fast food restaurant kid’s meals to advertise their latest movie, they are using .

1. tie-in promotions
2. prize promotions
3. point-of-purchase promotions
4. premiums
5. promotion bundling

52. Tom’s used        when it placed a coupon for a 80% discount for any twelve bottles of cola on packages of its Hot Fries snacks.

1. a price pack
2. a prize promotion
3. a point-of-purchase promotion
4. a cross-promotion
5. promotion bundling

53. A supermarket chain store had a promotion in which customers spending over¥60 could pay ¥20 in exchange for a very nice windproof and waterproof jacket that sported

an embroidered the store logo. The jacket had an actual market value of about ¥100. This is an example of what type of consumer promotion?

1. Coupons.
2. Frequency programs.
3. Prizes.
4. Patronage awards.
5. Premiums.

54. Which of the following is NOT a reason trade promotions are used?

1. The ease of administration.
2. To persuade intermediaries to carry a product.
3. To persuade intermediaries to carry more units of a product.
4. To induce retailers to promote the brand by display or price reduction.
5. To stimulate salespeople to push a particular product.

55. Ricolini’s Italian Deli has a program that gives you your 10th sandwich free. What type of consumer sales promotion is Ricolini’s using?

1. Free trials.
2. Frequency programs.
3. Cross-promotions.
4. Samples.
5. Coupons.

56. When Brooks Pharmacy puts Hershey products in its weekly advertising flier,

Hershey repays Brooks for half of the cost of that part of the ad. This is what kind of trade promotion?

1. Free goods
2. Price-off
3. Advertising allowance
4. Display allowance
5. Cross-promotion

57. Which of the following is NOT something marketers need to consider when developing sales promotions programs?

1. Size of the incentive.
2. Conditions of participation.
3. Distribution vehicle.
4. Advertising budget.
5. Timing.

58. Some nights, the FIFA Women's World Cup China 2007 was viewed by less television watchers than a popular national hip hop dancing contest. Which of the following reasons for sponsorship, for both events, was most likely a driving decision for the companies to be there?

1. Trying to identify their product or company with a particular target market or lifestyle.
2. Creating experiences to evoke brand feelings.
3. Expressing commitment to a community.
4. Showing support for a social cause.
5. Entertaining key clients.

59. Of the following reasons why do marketers report they do NOT sponsor events?

1. Increasing brand or company awareness.
2. Identifying with a particular target market.
3. Enhancing corporate image.
4. Expressing community support.
5. Unpredictability of events is attractive.

60. Entertaining key clients, creating merchandising opportunities, and enhancing corporate image are all reasons marketers find     activity attractive.

1. trade promotions
2. advertising
3. consumer promotions
4. event sponsorship
5. coupon campaigns

61. An ideal marketing-sponsored event might have all of the following characteristics, EXCEPT:

1. audience matches target market.
2. has few or no other sponsors participating.
3. generates favorable attention.
4. reflects or enhances the corporation’s image.
5. draws undifferentiated attendance from the general population.

62.   is(are) key skill(s) for publicizing fund-raising drives for nonprofit organizations.

1. Event creation
2. Designing sponsorship programs
3. Supply-side sponsorship measurement
4. Entertaining key clients
5. Creating awareness through sampling/tasting events

63.                involves a variety of programs that are designed to promote or protect a company’s image or its individual products.

1. Advertising
2. Public relations
3. Sales promotion
4. Personal selling
5. Market segmentation

64. When Virginia did its “Virginia Is for Lovers” campaign to help people think positively about a state they may have had neutral or negative feelings about, this was an example of what type of marketing public relations?

1. Assisting the launch of new products.
2. Assisting in repositioning a mature product.
3. Defending products that have encountered public problems.
4. Influencing specific target groups.
5. Building interest in a product category.

65. Public relations are particularly effective in                                           .

1. promoting or protecting a company’s image
2. reinforcing the buyer’s decision
3. developing and maintaining a long-term increase in sales
4. enabling companies to adjust to short-term variations in the supply and demand of their markets
5. preventing intermediaries from misusing trade promotions

66. Which of the following is NOT a typical function of public relations departments?

1. Press relations.
2. Legal vetting of ads.
3. Product publicity.
4. Corporate communication.
5. Lobbying.

67. Which of the following is NOT normally considered an important tool in marketing public relations?

1. Publications.
2. Events.
3. Hiring.
4. Speeches.
5. Identity media.

68. What is the last step in a marketing public relations campaign?

1. Establishing campaign objectives.
2. Choosing vehicles for message delivery.
3. Determining meaningful messages.
4. Evaluating the campaign’s success.
5. Implementing the campaign.

Essay Questions

69. Tom Elrich is responsible for setting the promotional budget for a microwave dish that cooks bacon on a rack over a drip pan. It is a new product for the market and for the small plastics manufacturer that Tom works for. Tom has only a very limited amount of time to set the budget. In a short essay, explain what factors managers like Tom should consider when setting the advertising budget.

70. Mock VC Panel has just given a small publishing house $2.1 million to help the publisher continue to grow. The managers/owners decide they need to spend about

$500,000 on getting the word out about the company. JoAnn remembers from a marketing class she took in college something about “reach, frequency, and impact” when it comes to choosing your media for a promotional effort. She asks you, a friend, if you remember these words and what they might mean for how she chooses to spend her promotional budget. Respond to JoAnn’s question in a brief essay.

71. Noodles with fired brown sauce paste have long been a favorite dish at Chinese restaurants in Beijing. Jane Yang decided to market this traditional treat regionally under the brand name Yummy!. She sells a package of dehydrated noodles with a bag of “pre- made” fired brown sauce paste. Discuss the five major decisions that she had to make when developing the advertising program for Yummy!.

72. In a short essay, discuss the three types of advertising objectives in terms of their impact on product life cycle.

73. Dangdang.com ran an ad in a Chinese magazine in which it announced it had nearly all sorts of books.. Because the goal of this ad was to make people aware that Dangdang.com sells books, it would want to measure the effectiveness of the ad. How could it measure the communication effect of the ad? How could it measure the sales effect of the ad? Given Dangdang.com’s advertising objective, which measure would be more important?

Mini-Case 16-1

Aspirin is so potent that many in the health professions contend that if it were invented today, it would be only available by prescription. In 1897, Felix Hoffman chemically concocted the first synthetic aspirin compound, known as acetylsalicylic acid. At the time he was working for the Bayer Company. In 1899 Bayer Aspirin was introduced. It was the first tablet ever to be marketed as a water-soluble pill. Fifty billion aspirins are consumed worldwide annually. A variety of painkillers line the store shelves today, but only aspirin is proven to have long-term cardiovascular and anticancer benefits. In spite of these positive aspects to the product, a concern that aspirin might contribute to Reye’s syndrome in children, a disease that affects the brain and liver, has led to aspirin having an identity crisis. There is a generation of individuals who have grown up assuming other drugs have completely replaced aspirin. Ask someone for a aspirin these days, and you’re

likely to receive a Tylenol or an ibuprofen-based tablet of some kind. Aspirin manufacturers are trying to educate people that simple aspirin can help keep them alive.

74. Refer to Mini-Case 16-1. Aspirin brands like Bayer and Excedrin struggle to get or maintain dominance in the marketplace and require relatively higher promotional spending than do brands like Viagra, the prescription erectile dysfunction medicine. The aspirin makers have to spend more to stand out or differentiate because of which factor used to set advertising budgets?

1. Consumer base.
2. Product substitutability.
3. Market share.
4. Advertising frequency.
5. Product life cycle.

75. Refer to Mini-Case 16-1. What type of communication should the aspirin industry use if its goal is to promote the benefits of aspirin in a manner that it seems to allow the industry to have little or no control over the message content?

1. Advertising.
2. Direct marketing.
3. Sales promotion.
4. Public relations and publicity.
5. Personal selling.

Mini-Case 16-2

Sedona Advertising is developing a marketing campaign for a Last-Days Skates, a skateboard manufacturer. The greatest emphasis has been placed on the design of a series of ads featuring the riders using their boards in thrilling, extreme riding situations. The agency has pretested the recall of these print ads. As part of the ad evaluation process, the agency determined the Last-Days’ share of voice is 6 percent and its share of market is

4.4 percent for its last ad campaign during which it spent $35,000. As part of this integrated marketing campaign, Sedona is also designing sales promotion activities. Last- Days wants to link the sales of its best selling long boards to its new line of VRT-Rider specialty boards without cannibalizing sales of the established product. This is the first ever line of skateboards designed with vertical riding in mind. As Sedona gears up for this campaign, the owner of Last-Days Skates announces he really wants to build community awareness of what the company does, especially its charitable work. This new promotional task is being added after most of the budget has already been allocated. Sedona Advertising is searching for a way to meet the owner’s goals within his current budget.

76. Refer to Mini-Case 16-2. What would be the most likely advertising objectives for the two products listed?

1. Informative for the VRT-Rider lines; reminder for the best-selling long boards.
2. Persuasive for both.

3. Persuasive for the new product; reminder for the best-selling long boards.
4. Informative for both products.
5. Persuasive for the new product; informative for the best-selling long boards.

77. Refer to Mini-Case 16-2. Selecting the proper media will influence Sedona’s budget for the project. Which of the following is the most important to consider when selecting the media for a promotional campaign?

1. The social responsibility review.
2. Reach, frequency, and impact.
3. The copy strategy statement.
4. Visibility of the ad agency.
5. Effective audience.

78. Refer to Mini-Case 16-2. The most probable way for Sedona to help Last-Days Skates get the word out about their charitable work and still stay within the budget is to use                       .

1. direct selling
2. sales promotions techniques
3. outdoor advertising
4. public relations
5. copy testing