Marketing Management M5 (Ch. 15) Quiz Review

When the product differs greatly from those of competitors, ________.

Advertising can point out the differences to consumers

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, attitude changes, and preference.

Communication

Rather than measuring click-through rates, companies now want to track ________ as a more accurate measure of the engagement of the consumers in the message.

Consumer expressions

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

Format

How can public relations have a strong impact at a much lower cost than advertising?

Interesting brand stories, events, videos, or other content can be shared by sources out of the company's control, but to its benefit.

Which of the following statements is most likely true of public relations?

It can have the same impact on public awareness as advertising at much lower costs.

What is an advantage of consumer-generated content?

It can provide new creative ideas.

Which of the following is NOT one of the publics to which a public relations department must answer?

Suppliers

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

advertainment

Brands in a market with many competitors and high advertising clutter must ________.

be advertised more heavily to be noticed in the marketplace

Product placement in television programs and movies is an example of ________.

branded entertainment

Competitive parity and task methods are considered when making decisions about ________.

budget

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

cost per thousand persons reached

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

creative concept

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

development

Advertising is a good way to ________, inform, and persuade.

engage

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

frequency

What is the first element that a reader most likely notices in a print ad?

illustration

Which of the following public relations functions involves maintaining relationships with shareholders and those in the financial community?

investor relations management

One of the functions performed by a PR department is ________, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

lobbying

In addition to advertainment, advertisers are creating content that ________.

looks less like ads and more like short films or shows

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

media

Which term refers to the qualitative value of message exposure through a given medium?

media impact

Which term refers to the general idea that will be communicated to consumers through an advertisement?

message strategy

The first step in creating effective advertising messages is ________.

planning a message strategy

Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events?

public relations

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

reach

In the context of media timing, ________ means making decisions on scheduling ads either following the seasonal pattern, opposing the seasonal pattern, or being the same all year.

seasonal advertising

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.

special events

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

television