Kotler Mm13e Tif 18

Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

E!ERA" C#!CEP$ %&ES$'#!S Multiple Choice 1. In developi developing ng an advert advertisi ising ng program, program, marketi marketing ng managers managers can make five major major decisions known as the five Ms. Which of the following is NOT one of the five Ms? a. Mission . Mone! c. Message d. Media e. Minim"m #nswer$ e %age$ &'( )iffic"lt!$ *as! ##+-$ #nal!tic kills . ///// /////// /// / is an! paid paid form form of nonp nonper erso sona nall pres presen enta tati tion on and and prom promot otio ion n of idea ideas, s, goods, or services ! an identified sponsor. a. #dve #dverrtisi tising ng . %rospecting c. Media d. Marketing e. %"l %"lic ic 0ela 0elati tion onss #nswer$ a %age$ &'( )iffic"lt!$ *as! . #dvertising #dvertising ojectiv ojectives es can e classifi classified ed according according to whether whether their aim aim is to inform, inform, pers"ade, remind, or ////////. a. crea creatte inte interrest est . p"rchase c. cre create dem demand d. reinforce e. introd"ce #nswer$ d %age$ &'' )iffic"lt!$ Medi"m ##+-$ #nal!tic kills &. When setting setting the advert advertising ising "dget, "dget, markete marketers rs m"st conside considerr the////////. the////////. a. mess messag agee deta detail ilss . cost of television time c. cost cost of new new prod" prod"ct ct devel developm opmen entt d. stage stage in in the the prod prod"ct "ct life life c!cle c!cle e. "!er2s "!er2s reacti reaction on to to the the campai campaign gn

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%art 6$ +omm"nicating 7al"e

#nswer$ d

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+hapter 1($ Managing Mass +omm"nications$ #dvertising, ales %romotions, *vents and *8periences, and %"lic 0elations

9. In designing and eval"ating an ad campaign, it is important to disting"ish the message strategy or positioning of an ad from its ////////. a. rand strateg! . creative strateg! c. test strateg! d. medi"m strateg! e. corporate strateg! #nswer$  %age$ 944 )iffic"lt!$ Medi"m ##+-$ 0eflective Thinking :. # creative brief is an elaoration of the positioning statement and incl"des s"ch items as ////////. a. ke! rand enefits . detailed instr"ctions for the director of the commercial c. detailed instr"ctions for the print ads d. ke! actors to e "sed in the commercial e. none of the aove #nswer$ a %age$ 944 )iffic"lt!$ 5ard ##+-$ #nal!tic kills 6. In deciding on an ad "dget, marketers m"st recogni;e that cons"mer response can e ////////

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14. %rint media provides m"ch //////// prod"ct information and can also effectivel! comm"nicate "ser and "sage imager!. a. detailed . specific c. informational d. historical e. "sage #nswer$ a %age$ 94 )iffic"lt!$ *as! ##+-$ #nal!tic kills 11. Of the elements of a print advertisement, the //////// matters the most when it comes to the ad2s effectiveness. a. headline . cop! c. pict"re d. font e. color #nswer$ c %age$ 94 )iffic"lt!$ Medi"m ##+-$ 0eflective Thinking 1. 0adio2s main advantage lies in its ////////. a. disk jocke!s . fle8iilit! c. format d. age of a"dience e. none of the aove #nswer$  %age$ 94& )iffic"lt!$ *as!

##+-$ 0eflective Thinking

1. The ovio"s disadvantages of radio incl"de ////////. a. the relativel! passive nat"re of the cons"mer processing . e8cessive vis"al stim"l"s c. cons"mers2 ailit! to fast forward thro"gh advertisements d. cons"mers2 t!pical commitment to a single radio station e. all of the aove #nswer$ a %age$ 94& )iffic"lt!$ Medi"m 1&. >nder >.. law, advertisers m"st not ////////. a. cop! other2s ads . make false claims c. advertise to children d. advertise after  a.m. e. demonstrate a prod"ct #nswer$  %age$ 949 )iffic"lt!$ *as!

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19. //////// is finding the most cost

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4. One of the advantages of television is that it comines sight, so"nd, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its ////////. a. "se of the Aremote controlB to ;ap thro"gh commercials . high cl"tter c. cale channels d. fragmented markets e. censorship possiilities #nswer$  %age$ 946 )iffic"lt!$ Medi"m ##+-$ #nal!tic kills 1. One of the advantages of direct mail is a"dience selectivit!. One of its limitations is ////////. a. its short life . poor reprod"ction @"alit! c. high competition d. long ad p"rchase lead time e. relativel! high cost #nswer$ e %age$ 946 )iffic"lt!$ Medi"m . Marketers are "sing creative and "ne8pected ad placements to gra cons"mers2 attentions in //////// advertising. a. market
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9. The main advantage of nontraditional media is that a ver! precise andCeca"se of the nat"re of the setting involvedCcaptive a"dience often can e reached in a //////// manner. a. new . effective c. cost

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4. The //////// is the rate at which the "!er forgets the rand. a. designated rate . p"rchase fre@"enc! c. p"rge rate d. t"rnover rate e. forgetting rate #nswer$ e %age$ 91 )iffic"lt!$ *as! ##+-$ #nal!tic kills 1. The term AconcentrationB when "sed in the conte8t of advertising means that the advertiser will ////////. a. r"n heav! advertising da! and night for a short period of time . spend all of the advertising dollars in a single period c. r"n all the ads for the prod"ct 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 #nswer$  %age$ 91 )iffic"lt!$ 5ard . //////// seeks to determine whether an ad is comm"nicating effectivel!. a. +omm"nications
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9. There are three major methods of pretesting ads. These are cons"mer feedack, ////////, and laorator! test. a. prela"nch testing . cop! testing c. direct testing d. telephone in@"iries e. portfolio testing #nswer$ e %age$ 91 )iffic"lt!$ *as! ##+-$ #nal!tic kills :. The //////// involves correlating past sales to past advertising e8pendit"res "sing advanced statistical techni@"es in an effort to meas"re the sales impact of a given promotional campaign. a. historical approach . e8perimental design approach c. h"manist approach d. target e8pos"re rate approach e. p"lsing approach #nswer$ a %age$ 91& )iffic"lt!$ Medi"m 6. ales promotions incl"de tools for //////// promotion, trade promotion, and "siness and sales

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&4. ales promotion tools that impart a selling message along with the deal, as in the case of free samples and premi"ms when the! are related to the prod"ct, are called ////////. a. promotions . retailer promotions c. man"fact"rer franchise "ilding d. retailer franchise "ilding e. cons"mer franchise "ilding #nswer$ e %age$ 91: )iffic"lt!$ Medi"m ##+-$ #nal!tic kills &1. When two or more rands or companies team "p on co"pons, ref"nds, and contests to increase p"lling power, it is called ////////. a. price packs . fre@"enc! promotions c. team promoting d. tie
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&9. In deciding to "se a partic"lar incentive, marketers have several factors to consider. One of these factors is ////////. a. d"ration . distri"tion vehicle c. promotion "dget d. si;e e. all of the aove #nswer$ e %age$ 91' )iffic"lt!$ 5ard ##+-$ #nal!tic kills &:. Marketing managers m"st prepare implementation and control plans that cover the vario"s elements of the sales promotion program. //////// is the time necessar! to prepare the program prior to la"nching it. a. ell

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94. "ppl!
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99. Marketing p"lic relations GM%0H s"pports corporate or prod"ct promotion and image making and pla!s a cr"cial role in ////////. a. creating p"licit! . protecting the compan! from liailities c. repositioning a mat"re prod"ct d. sec"ring free ad spaces e. "ilding a word

96. M%0 can "ild //////// ! placing stories in the media to ring attention to a prod"ct, service, person, organi;ation, or idea. a. talk . stories c. awareness d. ";; e. e8pos"re #nswer$ c %age$ 96 )iffic"lt!$ Medi"m 9(. The major tools in an M%0 department incl"de p"lications, events, sponsorships, ////////, speeches, p"lic service activities, and identit! media. a. c"stomers . managers c. news d. "niversities e. colleges #nswer$ c %age$ 9( )iffic"lt!$ Medi"m ##+-$ #nal!tic kills 9'. The easiest meas"re of M%0 effectiveness is the n"mer of //////// carried ! the media. a. stories . e8pos"res c. c"stomers d. articles e. none of the aove #nswer$  %age$ 9' )iffic"lt!$ Medi"m ##+-$ #nal!tic kills


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:4. # etter meas"re to eval"ate the effectiveness of M%0 is to meas"re ////////. a. the change in prod"ct awareness . the n"mer of e8pos"res carried ! the media c. the n"mer of min"tes of radio airtime garnered d. the difference etween %0 costs and advertising space e8pense e. the e8tent of viewer repeat e8pos"re #nswer$ a %age$ 9' )iffic"lt!$ 5ard ##+-$ 0eflective Thinking

$rue()alse :1. #n advertising goal Gor ojectiveH is a specific comm"nications task and achievement level to e accomplished with a specific a"dience in a specific period of time. #nswer$ Tr"e %age$ &'' )iffic"lt!$ *as! ##+-$ #nal!tic kills :. The advertising ojective sho"ld emerge from a thoro"gh anal!sis of the c"rrent marketing sit"ation. #nswer$ Tr"e %age$ &'' )iffic"lt!$ Medi"m ##+-$ 0eflective Thinking :. One of the five specific factors that m"st e considered when setting an advertising "dget is the amo"nt of mone! availale from top management. #nswer$ alse %ages$ &''D944 )iffic"lt!$ Medi"m ##+-$ #nal!tic kills :&. In designing and eval"ating an ad campaign, it is important to disting"ish the message strateg! from the Amessenger.B #nswer$ alse %age$ 944 )iffic"lt!$ 5ard :9. # creative rief is an elaoration of the positioning statement of the rand. #nswer$ Tr"e %age$ 944 )iffic"lt!$ Medi"m ##+-$ #nal!tic kills ::. One of the advantages of television is that the large n"mer of ads and nonprogramming material on television creates cl"tter that makes it eas! for cons"mers to ignore or forget the ad. #nswer$ alse %age$ 941 )iffic"lt!$ Medi"m ##+-$ 0eflective Thinking :6. -eca"se of the fleeting nat"re of the television ad, and the distracting creative elements often fo"nd in it, prod"ct
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64. ellers in the >nited tates are legall! oligated to avoid ait

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(. When calc"lating the cost per tho"sand persons reached ! a vehicle, marketers need to adj"st the meas"re for a"dience @"alit! and a"dience
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'. *8amples of retailer promotions incl"de price c"ts, feat"re advertising, retailer co"pons, and retailer contests or premi"ms. #nswer$ Tr"e %age$ 91: )iffic"lt!$ Medi"m ##+-$ #nal!tic kills '&. t"dies have shown that sales promotions are not effective when "sed in conj"nction with advertising. #nswer$ alse %age$ 916 )iffic"lt!$ Medi"m ##+-$ #nal!tic kills '9. The growing power of larger retailers has increased the retailer2s ailit! to demand trade promotion at the e8pense of cons"mer promotion and advertising. #nswer$ Tr"e %age$ 916 )iffic"lt!$ Medi"m ':. Marketers report a n"mer of reasons wh! the! sponsor events. One of these reasons is that the firm wishes to identif! with a partic"lar target market or lifest!le. #nswer$ Tr"e %age$ 91 )iffic"lt!$ Medi"m ##+-$ 0eflective Thinking '6. )eveloping s"ccessf"l sponsored events involves choosing the appropriate eventsE designing the optimal sponsorship program for the eventE and managing the event d!namics properl!. #nswer$ alse %age$ 91 )iffic"lt!$ Medi"m ##+-$ #nal!tic kills '(. In meas"ring an event, the s"ppl!
Essa* 141.

In developing an advertising program, marketing managers can make the five major decisions know as the five Ms. Fist and e8plain each of these Ms. Suggested Ans+er: G1H missionCsales goals and advertising ojectivesE GH mone!Cfactors to consider$ stage in %F+, market share and cons"mer ase, competition and cl"tter, advertising fre@"enc!, and prod"ct s"stit"tailit!E GH messageCmessage generation, message eval"ation and selection, message e8ec"tion, and social

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14.

In designing and eval"ating an ad campaign, it is important to disting"ish the message strateg! or positioning of an ad from it creative strateg!. To develop a message strateg!, advertisers go thro"gh three steps. Fist and e8plain these three steps. Suggested Ans+er: The first step is message generation and eval"ation. It is important to generate fresh insights and avoid "sing the same appeals and positions as others. The second step is creative development and e8ec"tion. The ad2s impact depends not onl! on what is said "t, often more important, on how it is said. Message e8ec"tion can e decisive. The third step addresses social and legal iss"es. #dvertisers and their agents m"st e s"re that the advertisements do not overstep social and legal norms. %ages$ 944D949 )iffic"lt!$ Medi"m ##+-$ #nal!tic kills

14.

#dvertisers and their agencies m"st e s"re advertising does not overstep social and legal norms. %"lic polic! makers have developed a s"stantial od! of laws and reg"lations to govern advertising. Fist some of the restraints imposed "pon advertisers and their clients toda!. Suggested Ans+er: irst, advertisers m"st not make false claims. The! m"st avoid false demonstrations. It is illegal in the >nited tates to create ads that have the capacit! to deceive. ellers in the >nited tates are legall! oligated to avoid ait
14&.

The media planner m"st know the capacit! of the major advertising media t!pes to deliver reach, fre@"enc!, and impact. Media planners make their choices ! considering fo"r variales. Fist these variales and riefl! e8plain them. Suggested Ans+er: These variales are$ G1H target a"dience media haitsCradio and television are the most effective media for reaching teenagersE GH prod"ct characteristicsCmedia t!pes have different potential for demonstration, vis"ali;ation, e8planation, elievailit!, and colorE GH message characteristicsC timeliness and information content will infl"ence media choiceE and G&H costC television is ver! e8pensive, whereas newspaper advertising is relativel! ine8pensive. What co"nts is the cost per tho"sand e8pos"res. %ages$ 94:D946 )iffic"lt!$ 5ard ##+-$ #nal!tic kills

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149.

# decade ago, the advertising
14:.

Man"fact"rers face several challenges in managing trade promotions. Fist some of these challenges. Suggested Ans+er: irst, the! often find it diffic"lt to police retailers to make s"re the! are doing what the! agreed to do. econd, some retailers are doing forward "!ing. Third, some retailers are diverting. %age$ 91( )iffic"lt!$ Medi"m ##+-$ 0eflective Thinking

146.

In deciding to "se a partic"lar t!pe of cons"mer promotional incentive, marketers have several factors to consider. Fist these factors and riefl! e8plain them. Suggested Ans+er: irst, the marketer m"st determine the size of the incentive. # minim"m is necessar! if the promotion is to s"cceed. econd, the marketing manager m"st estalish conditions for participation. Incentives might e offered to ever!one or j"st a select gro"p. Third, the marketer has to decide on the duration of the promotion. Optimal d"ration is the length of the average p"rchase c!cle. o"rth, the marketer m"st choose a distribution vehicle for the promotion Gcentsoff co"pon, on
14(.

#ccording to the I*K ponsorship 0eport, L1&.' illion was projected to e spent on sponsorships in North #merica d"ring 446. Fist the eight reasons wh! marketers ma! want to sponsor an event. Suggested Ans+er: Marketers reasons are as follows$ G1H to identif! with a partic"lar target market or lifest!leE GH to increase awareness of the compan! or prod"ct nameE GH to create or reinforce cons"mer perceptions of ke! rand image associationsE G&H to enhance corporate imageE G9H to create e8periences and evoke feelingsE G:H to e8press commitment to the comm"nit! or on social iss"esE G6H to entertain ke! clients or reward ke! emplo!eesE and G(H to permit merchandising or promotional opport"nities. %age$ 91 )iffic"lt!$ 5ard ##+-$ #nal!tic kills


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14'.

Marketing p"lic relations pla!s an important role in specific tasks. Fist these si8 tasks. Suggested Ans+er: The tasks are$ G1H la"nching of new prod"ctsE GH repositioning a mat"re prod"ctE GH "ilding interest in a prod"ct categor!E G&H infl"encing specific target gro"psE G9H defending prod"cts that have enco"ntered p"lic prolemsE and G:H "ilding the corporate image in a wa! that reflects favoral! on its prod"cts. %ages$ 99D9: )iffic"lt!$ Medi"m

114.

In considering when and how to "se M%0, management m"st estalish the marketing ojectives, choose the %0 messages and vehicles, implement the plan caref"ll!, and eval"ate the res"lts. To accomplish this, M%0 has a n"mer of AtoolsB at its disposal. Fist the major tools of effective M%0. Suggested Ans+er: The major tools are p"lications, events, sponsorships, news, speeches, p"lic service activities, and identit! media. %age$ 9( )iffic"lt!$ Medi"m ##+-$ #nal!tic kills

APP"'CA$'#! %&ES$'#!S Multiple Choice 111.

#s the newest rand manager for !o"r compan!, !o" are in the process of developing an advertising campaign for the coming !ear. When !o" review !o"r prod"ct s"stit"tailit! and the stage in the prod"ct life c!cle, which of Athe five MsB are !o" deciding? a. Message . Meas"rement c. Mone! d. Media e. Mission #nswer$ c %age$ &'( )iffic"lt!$ Medi"m ##+-$ #nal!tic kills 11.

=o"r prod"ct competes in a mat"re market and !o"r compan! is the market leader in the categor!. The advertising ojective for !o"r prod"ct sho"ld e ////////. a. to stim"late and pers"ade cons"mers to "se !o"r prod"ct . to stim"late and demonstrate the prod"ct2s s"periorit! c. to stim"late more "sage d. to stim"late rand recognition e. none of the aove #nswer$ c %age$ &'' )iffic"lt!$ Medi"m ##+-$ 0eflective Thinking

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11.

#dvertising often fails to increase sales for mat"re rands and categories in decline. The //////// is m"ch lower for these prod"cts than for newer ones. a. cl"tter . message generation c. creative rief d. advertising elasticit! e. fle8iilit! #nswer$ d %age$ 944 )iffic"lt!$ 5ard ##+-$ #nal!tic kills 11&.

=o" have decided to "se print media to advertise !o"r prod"ct eca"se the amo"nt of information !o" wish to comm"nicate is large. In designing a print campaign, !o" have een advised to write a headline for the ad that is strong. What is it ao"t the headline that is so important in a print ad campaign? a. The headline m"st reinforce the pict"re and lead the person to read the cop!. . The headline m"st attract the reader2s e!es. c. The headline m"st appeal to the reader2s sense of Awow.B d. The headline m"st spark c"riosit! from the reader. e. The headline m"st offend the readers2 sensiilities to attract them to read it. #nswer$ a %age$ 94 )iffic"lt!$ Medi"m ##+-$ 0eflective Thinking 119.

The compan! has decided to change its advertising message in ke! markets. peed and fle8iilit! are the iss"es here as the compan! scramles to make "p lost gro"nd. Of all of the advertising media availale to !o", which one offers !o"r compan! fle8iilit!? a. -illoards . Television c. %rint d. %lace advertising e. 0adio #nswer$ e %age$ 94& )iffic"lt!$ *as! ##+-$ #nal!tic kills 11:.

# competitive prod"ct is advertised as eing ale to Akeep the floor cleanB for si8 months. Testing ! !o"r firms2 laoratories ref"tes this advertising message. >nder >.. law, the competition is practicing ////////. a. deceptive advertising . p"ffer! c. creative license d. acceptale risks e. none of the aove #nswer$ a %age$ 949 )iffic"lt!$ Medi"m ##+-$ *thical 0easoning


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116.

=o"r research has shown that !o"r cons"mers have a high forgetting rate on !o"r prod"ct. In fact, the forgetting rate is as high as 4J. To reverse this trend, !o" will "ndertake an advertising campaign designed to get the message ack into memor! ! emphasi;ing ////////. a. complicit! . impact c. reach d. fre@"enc! e. none of the aove #nswer$ d %age$ 94: )iffic"lt!$ 5ard ##+-$ #nal!tic kills 11(.

#ltho"gh o"tdoor advertising has limited a"dience selectivit!, it ////////. a. is ver! e8pensive . offers low repeat e8pos"re c. is s"ject to low competition d. is highl! infle8ile e. all of the aove #nswer$ c %age$ 946 )iffic"lt!$ Medi"m 11'.

In developing an advertising campaign of !o"r new prod"ct, !o" have decided on creating a moile workshop that wo"ld travel aro"nd the co"ntr! showing cons"mers how to "se the prod"ct. This moile AworkshopB is an e8ample of ////////. a. place advertising . creative advertising c. prod"ct advertising d. illoards e. randed advertising #nswer$ a %age$ 94( )iffic"lt!$ Medi"m ##+-$ #nal!tic kills 14.

When %ringles is feat"red on the television show Survivor , this is an e8ample of////////. a. prod"ct placement . advertorials c. randed entertainment d. prod"ct advertising e. creative advertising #nswer$ a %age$ 94' )iffic"lt!$ Medi"m ##+-$ #nal!tic kills

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11.

The ad agenc! !o" are working with cites st"dies that show that cons"mers wait "ntil the last min"te to make "!ing decisions and in fact, one st"d! s"ggested that over 6&J of all "!ing decisions are made in the store. The ad agenc! is "rging !o" to approve the creation of //////// to capitali;e on these spontaneo"s "!ing decisions. a. point
One of the criteria for eval"ating the effectiveness of !o"r print campaign is the circ"lation of the ph!sical "nits carr!ing the advertising. =o" have asked for more information from the ad agenc!. In fact, !o" have asked for the n"mer of people with !o"r target a"dience2s characteristics who act"all! saw the ad. This is an e8ample of ////////. a. interactive marketing . effective ad
If a f"ll
or a a! lotion ad, a maga;ine read ! one million !o"ng mothers has high ////////. a. editorial @"alit! . ad

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19.

-"!ers enter !o"r market at a high rate and cons"mers p"rchase !o"r prod"ct on almost a Adail!B asis. With these two known characteristics ao"t !o"r cons"mers and market, !o" are etter off "sing aGnH //////// advertising timing pattern. a. contin"it! . intermittent c. concentrated d. flighting e. p"lsing #nswer$ a %age$ 91 )iffic"lt!$ 5ard ##+-$ #nal!tic kills 1:.

When cons"mers respond to s"ch @"estions as AWhat is the main message !o" get from this ad?B or A5ow does this ad make !o" feel?B !o" are "sing what comm"nication
The compan!2s marketing mi8 incl"des s"ch tools as co"pons, cash ref"nd offers, and premi"ms. These are e8amples of ////////. a. salesman2s tools . marketing mi8 c. cons"mer promotions d. trade promotions e. none of the aove #nswer$ c %age$ 91& )iffic"lt!$ *as! 1(.

The wa! the promotional material gets to the cons"mer is known as the ////////. or e8ample, a 19
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1'.

#s a sponsoring organi;ation of a recent sporting event, !o"r ad agenc! presents !o" with the following information$ AO"r rand was visile on national television for a total of 944 secondE this e8pos"re represents L144,444 in advertising ased on the national rate.B This is an e8ample of a //////// meas"rement. a. s"ppl!
#s the national rand manager for a major egg prod"cer, !o" have directed !o"r M%0 manager to help !o" "ild cons"mer interest in cooking eggs for dinner. This wo"ld e an e8ample of "sing M%0 to ////////. a. "ild interest in a prod"ct categor! . la"nch new prod"cts c. reposition a mat"re prod"ct d. defend prod"cts that have enco"ntered p"lic prolems e. "ild the corporate image in a wa! that reflects favoral! on its prod"cts #nswer$ c %ages$ 99D9: )iffic"lt!$ 5ard ##+-$ 0eflective Thinking

Short Ans+er 11.

What are the major differences etween informative and pers"asive advertising? Suggested Ans+er: Informative advertising seeks to create rand awareness and knowledge of new prod"cts or prod"ct feat"resE pers"asive advertising aims to create liking, preference, conviction, and p"rchase of goods or services %age$ &'' )iffic"lt!$ *as! ##+-$ 0eflective Thinking

1.

In designing and eval"ating an ad campaign, it is important to disting"ish etween what two strategies? Suggested Ans+er: =o" m"st disting"ish etween the message strategy Gwhat the ad attempts to conve! ao"t the randH and the creative strategy, Ghow the ad e8presses the rand claimsH. %age$ 944 )iffic"lt!$ Medi"m ##+-$ #nal!tic kills


&:


1.

rom a rand<"ilding perspective, television advertising has two partic"larl! important strengths. Fist and riefl! e8plain these strengths. Suggested Ans+er: irst, television can e an effective means of vividl! demonstrating prod"ct attri"tes and pers"asivel! e8plaining their corresponding cons"mer enefits. econd, television advertising can e a compelling means for dramaticall! portra!ing "ser and "sage imager!, rand personalit!, and other rand intangiles. %age$ 941 )iffic"lt!$ 5ard ##+-$ 0eflective Thinking

1&.

*8plain how format elements of a print ad can impact the ad2s impact. Suggested Ans+er: ormat elements s"ch as ad si;e, color, and ill"stration can affect a print ad2s impact. Farger ads gain more attention, tho"gh not necessaril! ! as m"ch as their difference in cost. o"r
19.

*8plain the concept of Areach.B Suggested Ans+er: Reach is the n"mer of different persons or ho"seholds e8posed to a partic"lar media sched"le at least once d"ring a specified time period. %age$ 949 )iffic"lt!$ *as! ##+-$ #nal!tic kills

1:.

*8plain the concept of Afre@"enc!.B Suggested Ans+er: re!uency is the n"mer of times within the specified time period that an average person or ho"sehold is e8posed to the message. %age$ 94: )iffic"lt!$ *as!

16.

*8plain the concept of Aimpact.B Suggested Ans+er: "mpact is the @"alitative val"e of an e8pos"re thro"gh a given medi"m. %age$ 94: )iffic"lt!$ *as! ##+-$ #nal!tic kills

1(.

The media planner needs to know the capacit! of the major advertising media t!pes to deliver reach, fre@"enc!, and impact. Media planners make their choices ! considering what variales? Suggested Ans+er: The variales are$ G1H target a"dience media haits, GH prod"ct characteristics, GH message characteristics, and G&H costs. %ages$ 94:D946 )iffic"lt!$ 5ard ##+-$ 0eflective Thinking

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1'.

*8plain the rationale ehind "sing o"t
1&4.

What is the appeal of point
1&1.

In la"nching !o"r compan!2s new prod"ct, !o" are faced with a decision of what t!pe of timing pattern will effectivel! match the comm"nications ojectives in relation to the nat"re of the prod"ct. Fist the fo"r choices availale to !o". Suggested Ans+er: The fo"r choices are contin"it!, concentration, flighting, and p"lsing. %ages$ 91D91 )iffic"lt!$ 5ard ##+-$ #nal!tic kills

1&.

In attempting to meas"re the effectiveness of !o"r advertising, !o" "ndertake to pretest the advertising. What are the three methods of pretesting? Suggested Ans+er: The three methods are cons"mer feedack, portfolio tests, and laorator! tests. %age$ 91 )iffic"lt!$ *as! ##+-$ #nal!tic kills

1&.

*8plain the form"la for meas"ring sales impact of advertising. Suggested Ans+er: The steps are$ share of e8pendit"res, share of voice, share of mind and heart, and "ltimatel!, share of market. %age$ 91& )iffic"lt!$ 5ard

1&&.

In designing !o"r sales promotion campaign, !o"r ojective is to attract new triers and to reward lo!al c"stomers. What t!pe of sales promotion sho"ld !o" "se? Suggested Ans+er: ellers "se incentive
1&9.

)efine the concept of Acons"mer franchise<"ildingB sales promotions. Suggested Ans+er: +ons"mer franchise<"ilding sales promotions impart a selling message along with the deal. %age$ 91: )iffic"lt!$ Medi"m ##+-$ #nal!tic kills


&(


1&:.

Man"fact"rers "se a n"mer of trade promotion tools. Kive fo"r reasons wh! man"fact"rers award mone! to the trade. Suggested Ans+er: Man"fact"rers award mone! to the trade G1H to pers"ade the retailer or wholesaler to carr! the randE GH to pers"ade the retailer or wholesalers to carr! more "nits than the normal amo"ntE GH to ind"ce retailers to promote the rand ! feat"ring, displa!, and price red"ctionsE and G&H to stim"late retailers and their sales clerks to p"sh the prod"ct. %age$ 916 )iffic"lt!$ 5ard ##+-$ 0eflective Thinking

1&6.

Wh! are more and more companies investing f"nds into creating Ae8periencesB for their cons"mers? Suggested Ans+er: -! ecoming part of a personall! relevant moment in cons"mers2 lives, involvement with events can roaden and deepen the relationship of a compan! with their target market. %age$ 94 )iffic"lt!$ Medi"m ##+-$ 0eflective Thinking

1&(.

)eveloping s"ccessf"l sponsored events involves a n"mer of decisions. What are the three decisions that m"st e made to "tili;e sponsorships effectivel!? Suggested Ans+er: These are$ G1H choosing the event opport"nit!E GH designing the sponsorship programE and GH meas"ring the sponsorship activities. %age$ 9 )iffic"lt!$ Medi"m ##+-$ #nal!tic kills

1&'.

The compan!2s p"lic relations department performs five f"nctions. Fist these five f"nctions. Suggested Ans+er: The five f"nctions are$ G1H press relations, GH prod"ct p"licit!, GH corporate comm"nications, G&H lo!ing, and G9H co"nseling. %age$ 9& )iffic"lt!$ 5ard ##+-$ #nal!tic kills

194.

M%0 Gmarketing p"lic relationsH pla!s an important role in what tasks? Suggested Ans+er: These tasks are$ G1H la"nching new prod"ctsE GH repositioning a mat"re prod"ctE GH "ilding interest in a prod"ct categor!E G&H infl"encing specific target gro"psE G9H defending prod"cts that have enco"ntered p"lic prolemsE and G:H "ilding the corporate image in a wa! that reflects favoral! on its prod"cts. %ages$ 99D9: )iffic"lt!$ 5ard ##+-$ 0eflective Thinking

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Kotler Mm13e Tif 18

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